MARKETING   
   LAWYER   

How to Create a Marketing Plan for Lawyers



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by Camila Pavon
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CONTENTS
Explain your services
Set goals
Set metrics
Create strategies
Keep tracking results

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A comprehensive marketing plan is a key factor in attracting and retaining potential customers for any legal professional or law firm. This plan should contain detailed information on available legal services, target clients, measurable development goals, marketing strategies, and a marketing budget.

Explain your services

Include any pertinent information regarding past clients and types of legal services the firm offers. Listing these services will help identify a target market and possible pain points to address in future marketing strategies and campaigns.

  • To find a target client or prospect(s), consider details like age, gender, location, occupation, education level, and income or a business’ size, average revenue, and industry type

Explain your services

Figure out what objectives the firm wants to accomplish. Create a timeline (ex. 3, 6 or 12 months) to assign both short and long-term goals––these should be realistic and quantifiable.

  • Examples of possible goals include:
    • Increase traffic to the firm’s website
    • Generate x amount of new leads each month
    • Increase caseload by x% annually

Set metrics

Measuring the metrics pertaining to each specified goal is helpful in yielding tangible results and maintaining a budget-friendly campaign. There are a variety of options that help businesses track this data and gain insights on downloads, website engagement, and more. Google Analytics and Customer Relationship Management (CRM) software provide reports about the effectiveness of marketing efforts and are tools that firms can implement in their marketing plan.

Create strategies

Choosing the right channels to carry out marketing campaigns can be daunting, but setting clear target clients and objectives makes it easier to understand what strategies will work. The following are some examples of possible online tactics to reach a firm’s growth goals:


  • Search engine optimization (SEO): The practice of making any and all content as available and accessible as possible on Google. Read a more in-depth explanation about SEO for lawyers here.

  • Pay per click (PCP): Online ads that an individual or business pays for each time a person clicks on them. The link embedded in these ads lead directly to the firm’s landing page, so it should always be updated and reflective of the services described on the ad.

  • Social Media: Having an active company page on major social networks like LinkedIn, Facebook, and Twitter creates a strong client base and can increase brand awareness. Social media can be used to engage with prospects and learn more about their needs. Make sure to assess whether the firm’s target audience aligns with the user profiles of those who use these platforms.

  • Email marketing: Generating a database of email addresses with past, current and prospective clients ensures any important news is properly distributed. Ads, newsletters, and announcements keep individuals and businesses informed and aware of the firm’s services. This is also a low-cost option for those with a tighter marketing budget.

Keep tracking results 

To properly analyze which strategies are/are not working, it is important to continue tracking the results of the marketing plan. Depending on the results of these insights, objectives can shift or change, and the plan should change accordingly.

According to Clio, legal practice management software, 76% of clients use online resources to find an attorney. For this reason, implementing thoughtful digital marketing tactics can help legal professionals and law firms step closer to their goals. A detailed marketing plan allows individuals to organize, develop, and track these goals for tangible results.