Stop Marketing Only When You Have Time: Your Marketing Plan for Boutique Firms

Your marketing plan

Most small firms market when there is time, which usually means it stops when things get busy. Work through sections A, B, and E to define your focus, channels, and rhythm, then use C and D as reference when you build your calendar.

• A. Direction: What do you want more of?

• 01

  You have named 1–2 practice areas to grow Not every area of law at once. Pick one or two focus areas you want more of the right matters in.
  Your answer
• 02

  You know your ideal client in broad terms You can describe who you want to hear from, even if it is not a formal persona document.
  Your answer
• 03

  You know where those people are most likely to find you Pick the places that actually fit your clients, not every channel because you feel you should.
  Select all that apply
  Google search Referrals LinkedIn Facebook Instagram Avvo / legal directories Local bar association

• B. Channels & rhythm: Where will you show up, and how often?

• 04

  You have chosen 1–2 primary online channels For example, your website plus Google Business Profile, not ten platforms at once.
  Select all that apply
  Website Google Business Profile Email list LinkedIn Facebook Paid search ads
• 05

  You have chosen 0–2 supporting social platforms, if any Only platforms that truly make sense for your clients, not every network because you feel you should.
  Select all that apply
  LinkedIn Facebook Instagram YouTube X (Twitter) None for now
• 06

  How often will you show up on your primary channels? Your website, Google Business Profile, or other main channels. Pick a cadence your team can sustain.
  How often?
  Never

  NeverEvery few monthsMonthlyTwice a monthWeekly
• 07

  How often will you post on your secondary channels? Pick a realistic overall target for LinkedIn, Instagram, and similar platforms. It is fine if one channel is busier than another.
  How often?
  As needed

  As needed1-2x monthAbout weekly2-3x weekMost weekdays

• C. Topics: Content ideas to draw from

• •

  Questions clients ask in consults Real questions from your focus practice area are your best content starting points.
• •

  What to expect at a first meeting or common process Short, reassuring explanations reduce friction before someone calls.
• •

  Terms or concepts clients often misunderstand Plain-language clarifiers build trust and improve intake quality.
• •

  Updates that show the firm is active Speaking, volunteering, community work, or firm news worth sharing briefly.

• D. Build your marketing calendar

• 1

  Create a simple calendar view Put the plan on paper, in a spreadsheet, or on a calendar somewhere visible, not only in someone's head.
• 2

  Name which channels you will touch each month For example, a Google post, website update, and email in March.
• 3

  Pick topics to focus on Decide what you will share before the due date arrives.
• 4

  Assign an owner to each task You, a colleague, or an outside partner. Every item needs someone responsible.
• 5

  Block time to review and adjust Protect 30 minutes once a month to see what happened and what is next.

• E. Review: How will you know if it is working?

• 08

  You know what you will pay attention to Number of inquiries, where new clients say they found you, or shifts in the type of matters coming in.
  Select all that apply
  New consults Referral sources Website traffic Google visibility Type of matters coming in
• 09

  You have a rhythm for looking at those signals Monthly or quarterly, not never.
  How often?
  Never

  NeverQuarterlyMonthlyTwice a monthWeekly
• 10

  You know when you will adjust the calendar if something is not worth the effort A plan you never revise becomes a plan you abandon.
  Select all that apply
  After a quarter Monthly review When a channel underperforms When the team gets too busy