How to build your 2025 law firm marketing plan

Crafting a marketing plan can be a challenge for both new and established law firms. Ethan Shurson, Marketing Manager for Top Class Actions, recently shared his insights to help your firm strategically plan for 2025. The key? A structured approach to aligning goals, strategies and resources.

Evaluate 2024 performance

Start by reviewing your 2024 metrics: KPIs, ROI, conversion rates, email traffic and social engagement. Identify what worked well and where your firm faced challenges. An in-depth audit of your past data is the cornerstone of planning for next year’s success.

Perform a SWOT analysis

Assess your firm’s Strengths, Weaknesses, Opportunities and Threats by considering the following questions: 

• What advantages does the firm have over the competition? 
• Where can the firm improve its marking plan? 
• What new tech is available to help the firm improve? 
• What external challenges might impact the plans for the future? 

Conduct a competitor analysis

Analyze your competitors’ successes and industry shifts. Where did they excel? Did their marketing include something different? What changes in the legal marketing landscape should you consider?

Understand your audience 

It is prudent to regularly revisit your audience insights and update your customer personas. As we start a new year, these updates should be based on new data and emerging trends from 2024. 

Set a budget

Every marketing plan has a budget. As you establish your budget, there are two things to keep in mind. 

1. Allocate resources to channels that offer a higher return on your investment. 
2. Leave room in the budget to test innovative strategies.

Set SMART goals

Create Specific, Measurable, Achievable, Relevant, and Time-bound marketing objectives. For example, you may want to increase website traffic by 20% by the end of the year or boost conversion rates by 50% by midyear. These will act as a guide for your strategic planning. 

Define core strategies

Identify where your firm experiences the majority of engagement and what areas need improvement. This will show you what needs the most attention in the coming year. Areas of focus may include content marketing, SEO rankings, paid campaigns and more. 

One of the best strategies to improve customer engagement this year is to personalize your email outreach.  

Plan key campaigns

Establishing a calendar of major campaigns that align with your business objectives should be part of your planning for the coming year. Strategic timing can make all the difference.

By following these steps, your firm can create a marketing plan designed to thrive in 2025. Ready to get started? Talk to a member of our team to discuss how TCA can help you reach your goals.