Marketing Strategy
A practical marketing strategy workshop for law firms and other businesses that need clearer priorities. Work directly with Jason Edge to turn your growth objectives into a written plan.
Over two to three days, we review where your business is now, what you want to achieve and what needs to change.
The workshop brings your leadership team together to review objectives, clients, competitors, existing marketing and budget. You leave with a written marketing strategy built around your business and resources, whether or not you choose ongoing support. The sections below explain the areas we work through.
Define Your Target Audience
We identify the clients you want more of, the work that fits your business and where your strongest opportunities lie. For law firms, that includes looking at practice areas, client needs and sources of instructions.
The strategy sets out who you are trying to reach and what matters to them, so marketing decisions are based on a defined audience rather than trying to appeal to everyone.
Understand Value Proposition
We examine why the right clients would choose your business and what evidence supports that choice. Broad claims about quality and service are not enough on their own.
Together, we clarify the strengths, experience and approach that matter to your clients. The written strategy gives your team a shared basis for messaging, so your website, proposals and conversations explain the same clear proposition.
Market Insights
We review your competitive position and discuss the changes affecting your market. The aim is to identify useful opportunities and risks, rather than copy what other businesses are doing.
We use the information available about clients, competitors and current performance, and identify where further research is needed. That keeps the strategy grounded in evidence while being clear about assumptions and gaps.
Goals and Objectives
We agree what marketing needs to contribute to your business objectives. That might mean attracting a different type of work, supporting a practice area or improving the return from existing enquiries.
The strategy sets priorities and measures of progress that your leadership team can review. It also makes the choices explicit: what deserves attention now, what can wait and what you should stop doing.
Using The Marketing Mix
We assess which activities deserve a place in your plan, from referrals and client relationships to search, content, events and advertising. Each needs a purpose linked to your audience and objectives.
The result is a focused combination of activities that your people and budget can support.
Channels and Tactics
We look at how prospective clients find you, assess your business and make contact. We also consider what happens to an enquiry, including response, follow-up and the decision to instruct.
The plan connects visibility with client acquisition, so attracting more attention is supported by a clear route to becoming a client.
Marketing Investment
We review your current spend and the time your people can realistically commit. The strategy needs to work within those resources, with a clear reason for any additional investment.
We identify priorities for the budget, question existing commitments and distinguish essential work from optional activity. Workshop scope and fees are agreed before we start.
Metrics and KPIs
We agree measures that show whether marketing is contributing to your objectives, including enquiry quality, conversion and the work you win. We also identify gaps in the information available.
You leave with a written strategy to guide your team and suppliers. Ongoing fractional marketing director support is available, but the workshop does not require a retainer. Find out how we work.
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