Why Every Law Firm Needs a Simple Marketing Strategy
Many lawyers dream of building a thriving practice with the freedom and financial benefits that come with it. But too often, they stall — either because they don’t have a clear plan or because the one they have is overly complicated.
When you’re starting out, complexity slows you down. What you really need is a straightforward, actionable strategy — something you can map out on a single page and build on as you go.
Let’s break down the basics of an effective legal marketing plan by exploring the What, Who, Where, How, and When of your strategy.
Why Keep It Simple?
Take inspiration from Jeff Bezos, who once sketched out Amazon’s original concept — an online bookstore with limitless inventory — on the back of a napkin. Simplicity helps you move faster and focus on what matters.
A simple legal marketing plan helps you:
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Avoid analysis paralysis by cutting through overthinking.
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Stay motivated by tracking progress in small, achievable steps.
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Stay agile by testing, learning, and adjusting quickly based on what works.
Step 1: Lay the Foundation — What, Who, Where
What – Define the specific legal problem you solve and why your solution matters. Don’t just list your practice area; explain how you help clients and why it’s valuable.
Who – Identify your ideal client. Think about the specific group that benefits most from your services. Tailor your messaging to speak directly to them.
Where – Know where to reach your audience. What platforms, events, or communities do they frequent? Focus your efforts where they already are.
Step 2: Put It into Action — How
Choose marketing tactics that play to your strengths and fit your goals:
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Scalable efforts like articles, social media, and webinars can reach a wide audience.
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Personal outreach — contacting key individuals in your network — can build strong one-on-one relationships that lead to real business.
Create a VIP list of 20–30 contacts and connect with them regularly through personalized interactions — like sharing helpful content, making introductions, or meeting for coffee.
Focus on tactics you enjoy and can sustain over time.
Step 3: Create a Rhythm — When
Consistency is key. Like compounding interest, regular marketing efforts grow over time.
Set a clear schedule. For example:
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Write one long-form article per month.
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Post twice a week on social media.
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Connect with three key contacts weekly.
Having a routine keeps you accountable and ensures momentum.
Step 4: Review and Improve
Your marketing strategy should evolve as you go. Regularly review what’s working, what’s not, and where you can improve.
Use data (like engagement, inquiries, or client feedback) to adjust your tactics and refine your message.
Think of it as an ongoing cycle: take action, learn, adjust, repeat.
Ready to Start?
Grab a piece of paper (or open a doc) and answer these five questions:
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What problem do I solve?
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Who do I help?
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Where can I reach them?
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How will I engage them?
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When will I do it?
Keep it simple. Take action. The best way to build your confidence and your client base is to start — and learn as you go.
