The legal industry is experiencing a transformative era driven by new technology, changing client expectations and a globally connected business landscape. As we head into 2024 in a few months, law firms need to devise and implement a fresh approach to marketing and business development, regardless of their size. Here’s how to devise a strategy tailored to your firm’s needs.

Why Your Law Firm Needs a Marketing and Business Development Strategy

Law firms, irrespective of their size or specialization, are vying for a share in a market where clients are more informed, discerning and cost-sensitive than ever before. A clearly articulated strategy not only provides direction, clarity and focus for a firm’s growth efforts but also serves as a compass, ensuring alignment in decision-making and resource allocation.

Writing it down crystallizes intent, fosters accountability and facilitates communication across the firm, making the strategy tangible and actionable. Not having a strategy document can lead to missed opportunities, rendering firms reactive rather than proactive. Crafting, documenting and implementing a strategy now allows law firms to seize opportunities, positioning them for the challenges and opportunities in the new year.

Understanding the Different Needs of Law Firms by Size

The same strategy and tactics for implementation of a law firm marketing strategy is not one size fits all because every firm is different, and has unique challenges and advantages, budgets, talent and practice and industry strengths. That being said, it’s important to understand the differences between the firm sizes so that firms can create a bespoke and effective marketing strategy.

Small Law Firms

  • Challenges: Limited resources, brand recognition and expansive competition from similarly sized competitors.
  • Strengths: Agility, personal client relationships niche specializations.

Mid-sized Law Firms

  • Challenges: Positioned between nimble smaller firms and resource-rich larger ones, these firms face competition from both sides.
  • Strengths: Broader service range, a mix of agility and resources, potential for strategic partnerships.

Large Firms

  • Challenges: Maintaining innovation, ensuring consistent branding across global locations, managing vast human resources.
  • Strengths: Established brand recognition, abundant resources, diversified expertise, global reach.

Key Takeaways

  • Adaptability is paramount. The landscape will continue evolving and rigidity can lead to obsolescence.
  • Understand your firm’s unique value proposition and communicate it effectively.
  • The era of digital dominance continues. Online marketing, social media marketing, virtual networking and remote consultations will remain crucial.
  • Client-centric approaches win. Understand their changing needs and adjust your strategies and tactics accordingly.

How to Create a Law Firm Marketing and Business Development Strategy

Let’s explore the essential components for a comprehensive marketing and business development strategy for law firms and how to create a strategy document.

  1. Executive Summary: Begin with a concise overview of your strategy’s purpose, highlighting primary objectives and the anticipated outcomes. This provides a snapshot for stakeholders who need a quick understanding of the strategy’s direction.
  2. Firm’s Vision and Mission: Reiterate your firm’s foundational vision and mission. This section acts as a reminder of your firm’s core values and the overarching goals you aim to achieve, ensuring alignment in all strategies.
  3. Client Segmentation and Profiling: Detailed information about your current and potential client base. Recognize patterns in client industries, sizes and needs to tailor your services and marketing message.
  4. Competitive Analysis: A thorough examination of direct and indirect competitors, understanding their strengths, weaknesses, opportunities and threats (SWOT). This will help identify market gaps and areas where you can differentiate your services.
  5. SWOT Analysis for Your Firm: Understand your firm’s internal and external factors that could impact future growth. This gives a holistic view of the environment in which you’re operating.
  6. Digital Presence Assessment: With the growing importance of online platforms, review your website, social media channels, online reviews and any other digital touchpoints. Assess their effectiveness and areas for improvement.
  7. Goals and Objectives: Set clear, measurable and time-bound goals. Whether it’s expanding into a new practice area, increasing client acquisition by a certain percentage or boosting online engagement, ensure every goal aligns with the firm’s broader mission.
  8. Tactics and Initiatives: Outline specific actions to achieve the set objectives. This could involve launching a new content marketing campaign, investing in new CRM software or hosting regular client feedback sessions.
  9. Budget Allocation: A detailed financial plan outlining the allocation of resources for each tactic. This should include projections for expected returns on investments.
  10. KPIs and Metrics: Define key performance indicators to track progress against objectives. These could range from website traffic and conversion rates to client retention rates or revenue per client.
  11. Feedback and Iteration: Establish a process for regular strategy reviews, allowing for adjustments based on results, feedback, and changing market conditions.
  12. Stakeholder Engagement Plan: Outline how you will keep partners, associates and other key firm members informed and engaged in the strategy’s rollout and progress.
  13. Risk Management: Identify potential risks and challenges that might hinder the strategy’s success, along with mitigation plans for each identified risk.

The Components of a Marketing and Business Development Strategy

Here are the key areas your marketing and business development strategy document should include. Putting this together will involve interviews with key stakeholders; research on clients, competitors and peers; analytics from past marketing initiatives; data on client revenues; and an understanding of market factors, including opportunities and challenges.

  1. Objective: Clearly define what you aim to achieve, e.g., increase client acquisition by 15% in the next year, raise visibility of certain practices, support the marketing efforts of new laterals or a new office, etc.
  2. Target Audience: Identify and understand your ideal clients by practice and industry.
  3. Value Proposition: Articulate why clients should choose your firm over competitors.
  4. Channels: Decide where you’ll promote your services – from digital platforms, to content marketing to events and everything in between.
  5. Action Plan: List activities to achieve your objectives, assigning responsibilities and deadlines for strategies and tactics.
  6. Budget: Estimate financial resources required for each activity (sponsorships, consultants, technology, training, etc.) and budget accordingly.
  7. Monitoring & Evaluation: Define metrics to measure success and schedule periodic reviews of strategies and tactics.

Creative Implementation Ideas

Here are some innovative marketing ideas, segmented by law firm size.

For Small Law Firms

  • Localized SEO: By optimizing your website for local search terms, you can better position your firm to attract clients in your vicinity.
  • Community Involvement: Active participation in local events, pro-bono legal clinics or community-based activities not only boosts your firm’s visibility but also builds trust and goodwill within the community.
  • Testimonials and Case Studies: Showcase success stories or testimonials from satisfied clients to build credibility. This word-of-mouth marketing can be particularly compelling for small firms seeking to establish their reputation.

For Mid-sized Law Firms

  • Webinars & Workshops: Regularly hosting informative sessions on legal topics can solidify your firm’s position as an industry expert. These platforms also offer an opportunity for direct engagement with potential clients.
  • Strategic Partnerships: By joining forces with non-competing firms or businesses, such as accountants or financial advisors, you can extend your reach and offer complementary services to a wider clientele.
  • Referral Programs: Given their position between small and large firms, mid-sized entities can benefit immensely from referral programs, encouraging satisfied clients to refer others in exchange for certain incentives.

For Large Firms

  • Thought Leadership: Establishing your firm as a thought leader, through comprehensive research, insightful articles and opinion pieces, can significantly enhance brand authority and attract high-profile clients.
  • Tech Integration: Embrace the latest technological innovations. Implement AI-driven chatbots to handle initial client queries, utilize a sophisticated CRM system to enhance client relationship management and explore VR capabilities for offering immersive virtual office tours or client meetings.
  • Global Networking: Large firms often have an international presence. Capitalize on this by organizing or participating in global legal symposiums, workshops and conferences. This not only elevates the firm’s global profile but also helps in cross-border client acquisition.


Recognizing the nuanced needs based on firm size is essential. Small firms, while agile and specialized, grapple with limited resources and competition. Mid-sized firms have a blend of agility and resources but compete with both smaller and larger counterparts. Large firms, boasting global reach and abundant resources, must strive for consistent branding and innovation. Success hinges on adaptability, a strong digital presence and a client-centric focus.

Implementing tailored strategies—like local SEO for small firms, webinars for mid-sized ones or AI integration for large firms—can drive business growth. The takeaway? Be proactive, leverage unique strengths and keep innovation at the forefront for optimal marketing success in 2024.

Email this postTweet this postLike this postShare this post on LinkedIn
Photo of Stefanie M. Marrone Stefanie M. Marrone

Stefanie Marrone helps law firms and legal service providers effectively tell their stories and find their unique voices. She has worked at some of the most prominent law firms in the world, developing and executing global revenue generating, business development, internal and external…

Stefanie Marrone helps law firms and legal service providers effectively tell their stories and find their unique voices. She has worked at some of the most prominent law firms in the world, developing and executing global revenue generating, business development, internal and external communications strategies, including media relations, branding, multi-channel content marketing and thought leadership campaigns. She has particular experience in helping B2B companies and their employees effectively utilize social media platforms such as LinkedIn, Twitter, Facebook and Instagram for business development, revenue generation and visibility.

Stefanie advises law firms of all sizes, professional service firms, B2B companies, recruiters and individuals on the full range of marketing and business development consulting services designed to enhance revenue, retain current clients and achieve greater brand recognition. She also serves as outsourced chief marketing officer/marketing department for small and mid-size law firms.

Over her 20-year legal marketing career, she has worked at and with a broad range of big law, mid-size and small firms, which has given her a valuable perspective of the legal industry.

Connect with her on LinkedInTwitterYouTube, Instagram,  sign up for her email list and follow her latest writing on JD Supra.