Legal Marketing Only Works if It Helps Lawyers Build Relationships. Plain and Simple.

Some people think legal marketing means conveying your firm’s practice advantages, coupled with your attorneys’ core competencies. Others believe legal marketing involves competitive benchmarking and strategically positioning your brand in the marketplace. And some define legal marketing as maximizing communications channels against a matrix of KPIs to determine ROI. Blah, blah, blah.

To us, legal marketing is about being different from other law firms. It creates opportunities for lawyers to connect with people, find new clients, and get more work from the clients they have. If your marketing plan isn’t doing that, we’ll help you determine what’s not working and tell you in plain English how to fix it.

Strategy, Planning, Tactics & Implementation

We get to know our clients and their target audiences, and then we figure out what they’re really good at and what they want to be known for. We convert what we learn into the building blocks of an overarching strategy. Our process is the same for small, one-time projects and comprehensive branding initiatives – only the scale of the engagement changes.

From the many marketing channels and activities available today, we create tailored marketing plans with tactics that include:

• Website redesigns and refreshes
• Blogging and content marketing
• Social media activity
• Online marketing and paid social media
• Digital and traditional advertising
• Newsletters, alerts, and email marketing
• Videos and podcasts
• Corporate social responsibility and community outreach
• Ranking and award submissions

Every plan we undertake is custom-fit to your firm, and because no tactic should be etched in stone, we aren’t afraid to tell you to pivot in a new direction if the results fail to meet expectations.

Personal Marketing

Distinct from firm marketing, attorneys should build personal marketing into their business development plans.

Writing and speaking opportunities promote lawyers’ thought leadership. Professional, trade, and community organizations provide forums to network with prospective clients. Social media platforms offer ways to share knowledge and make meaningful connections. 

We help lawyers and practice groups construct personal marketing plans that enhance their relationship-building efforts.

Measure What Matters

Too often, firms commit to marketing activities without setting realistic expectations or establishing metrics to evaluate progress and success. That’s called accidental marketing, and it is wasteful, inefficient, and risky.

Well-designed dashboards with accurate data allow you to answer questions like:

• How are our marketing activities performing, both today and over time?
• How do we adjust a marketing initiative to improve results?
• Are we properly deploying our marketing resources?
• How do we prioritize our marketing efforts?
• Do our firm’s marketing tactics drive bottom-line results?

If you’re not regularly assessing your efforts, you may be throwing money at the wind.

Your Outside Marketing Partner

Time and money sit atop the list of pressures most law firms face. When our clients don’t have enough staff, experience, or hours in the day, they look to us to handle:

• Complete marketing department oversight
• Website administration
• Blog curation and social media management
• Email marketing programs
• Advertising campaign development and media buying
• Contact list and marketing database management
• Interim assignments between the departure and hiring of full-time marketing staff

Depending on the breadth and depth of your needs, we can tackle an individual project or structure long-term engagements. Marketing your practice is a necessity – doing it all yourself isn’t.