Marketing can be overwhelming, particularly with the rise of artificial intelligence and increasing pressures to stand out in a competitive marketplace. But lawyers don’t need to make drastic changes to improve their marketing. Instead, focusing on small, practical steps can lead to consistent, sustainable growth. The following seven strategies can help lawyers stay ahead of the curve without taking drastic action.
A crucial first step in improving your marketing strategy is to define the target audience for your marketing efforts. Keep in mind that you may have more than one target audience. For example, you may have different target audiences for different practice areas or services you provide. Some of your marketing efforts may be directed to potential clients, while others may be directed to referral sources who can introduce you to those potential clients. Create an ideal client profile for each of your target audiences. Use the ideal client profile to focus your marketing time, resources and messages on your audience’s needs.
First, assess your current client list. Who were your most successful or satisfying clients? What common characteristics do they share—such as their industry, income level or legal needs? This can provide insights into your ideal audience.
Once you’ve identified your target audience, understand their challenges and concerns. Tailor your content and messaging to address these pain points directly. Don’t make the common mistake of trying to appeal to too broad an audience. Narrowing your focus to a specific legal area can help you become a more recognized authority in that field.
Every year the responses to the ABA’s Legal Technology Survey reveal that many lawyers still do not create a marketing budget, possibly because they view marketing as an expense rather than as an investment in the future of their practice.
Developing a marketing budget is critical to ensuring that your efforts are sustainable. It also forces you to take a detailed look at the resources you expend on your marketing, and how they are spent. A well-defined marketing budget helps you avoid wasting money on ineffective campaigns while maximizing your return on investment.
Start by evaluating your existing resources and how much you can allocate to marketing each month. One general guideline is to spend about 5 to10 percent of your annual revenue on marketing, but this can vary based on your practice’s size and goals. Consider not limiting your budgeting just to money; develop a budget for other resources, including time, as well.
Next, consider how you want to distribute your marketing budget. Will it go toward digital advertising, content creation, social media or networking events? Choose channels that resonate with your target audience, and that you can participate in consistently. Be realistic about which marketing activities or channels you can engage in actively and effectively. Allocating resources to in-person events and leaving the event at the first opportunity is not an effective strategy.
Once you’ve set a budget, it’s important to monitor and adjust as necessary. If one channel is bringing in better business than another, consider shifting more resources toward that area. But don’t give up too soon, either. Sometimes it takes time for relationships to develop or for business to start coming in, particularly from a new channel or activity.
One of the most powerful marketing tools lawyers have is their network. You’ve heard the saying, “It’s not what you know, it’s who you know.” Personal relationships are the foundation of many successful legal practices, and they should be nurtured regularly. Adding a personal touch can help you to stand out.
Face-to-face interactions can have an even more lasting impact in a digital age. Regularly attend industry events, conferences and bar association meetings, particularly those where you will encounter your target audience. By building relationships with potential referral sources and other professionals, you create a web of advocates who can recommend your services or join with you in your marketing efforts.
Develop strategic partnerships. Building relationships with professionals in complementary industries—such as financial advisors, real estate agents and accountants—can generate a steady stream of referrals. These partners can provide access to clients who may need legal services but don’t know where to turn. Stay connected with former colleagues, law school peers or mentors. These relationships can lead to collaborative opportunities, mentorships and referrals.
Word-of-mouth remains one of the strongest forms of marketing, especially in the legal profession. By consistently delivering excellent service and cultivating meaningful connections, your clients and colleagues will become advocates for your practice.
Former clients are some of your best advocates. They already know you and are happy with the work you have done for them. Don’t overlook them as a source of potential business. Maintaining relationships with past clients can lead to repeat business and referrals, making it a key component of your long-term marketing strategy.
The completion of the client’s matter shouldn’t be the end of your relationship. Ensure you have a system in place to keep in touch with clients after their matter has been concluded. Your client retention plan could include a regular email newsletter with legal updates and new services you offer, birthday cards or holiday greetings or a phone call for no reason at all. Consider setting up an automated email system to stay in touch with past clients. Regular check-ins can keep you top of mind and encourage repeat business or referrals, and small touches can go a long way in maintaining your client relationships.
After successfully resolving a client’s issue, ask them for a testimonial, review or referral. Many clients are happy to recommend a lawyer they trust, and having positive testimonials can greatly enhance your credibility and online reputation.
Offer clients with ongoing needs services that can help them stay compliant with new regulations or laws. For example, if you specialize in estate planning, remind clients periodically about updating their wills or trusts. Send a yearly checklist of items that clients can review to see if it’s time for an update.
Consistency is key to successful marketing. While you may have the best intentions to engage in marketing activities, it’s easy to let them fall by the wayside when life gets busy. Sticking to a regular schedule will ensure that you stay visible and top-of-mind for potential clients.
Develop a content calendar to help you stay on track with your blog posts, social media updates and email marketing campaigns. This consistency helps you build an online presence that clients will recognize and trust over time.
Social media offers a great platform for building your brand, sharing legal tips and engaging with potential clients. Whether you post once a week or once a day, consistency is important to creating a loyal following.
Create informative webinars, seminars or downloadable guides that provide value to your audience. Regularly hosting educational events or releasing helpful content reinforces your position as a knowledgeable and trustworthy lawyer.
Schedule time for marketing activities just like any other task in your practice. Whether it’s dedicating an hour each week to writing blog posts or setting aside 15 minutes a day for social media engagement, make marketing part of your routine.
It can be overwhelming to think about overhauling your marketing strategy or implementing a major initiative, and that overwhelm can lead to paralysis. Instead, focus on small steps and incremental improvements.
Choose one area to focus on and start with that. It could be one of the strategies listed here, or it could be improving your website or increasing your presence on social media. Break the marketing effort into smaller steps and just focus on the next step you can take. If your goal is to create a marketing budget, start by listing the marketing initiatives you typically engage in. Taking small steps helps you feel less overwhelmed and gives you a clear road map.
It may not feel like you are making much progress initially, but even small successes can help motivate you to continue improving. Take time to celebrate the small wins.
Marketing without tracking performance is like driving without a map. By reviewing your marketing analytics regularly, you can see what’s working, what isn’t and where you can improve.
Use the analytics tools already available to you, including platforms like Google Analytics, social media insights, email marketing dashboards and practice management programs. These tools provide valuable data about how clients are finding you and interacting with your content, how many initial calls turn into paying clients and how valuable each client is to your practice. Regularly check these tools to assess your progress.
Take the information you gain from these platforms and put it to use by acting on it. If you find that one type of content or one kind of activity brings in more quality leads or turns into more paying clients than another, make adjustments to focus more on the high-performing strategies. For paid advertising or other investments, track the return on investment. This will help you determine if your spending is yielding the desired results, and you can reallocate resources to the most effective strategies.
Marketing doesn’t require drastic changes in 2025—lawyers can achieve significant improvements with a few thoughtful, practical adjustments. By clarifying your target audience, setting a budget, building on personal relationships, staying connected with past clients, participating consistently, taking small steps and regularly reviewing analytics, you can achieve sustainable marketing success.
