How to Choose the Right Marketing Tactics for Your Firm

Lawyers and service professionals are some of the smartest people around—so why does marketing feel like such a guessing game?

One week it’s “you need to post more on LinkedIn.”
The next, it’s “start a podcast.”
Then someone says, “Run Google Ads!” or “Get on TikTok!”

If your marketing feels scattered, reactive, or just plain confusing—you’re not alone.

But here’s the good news: You don’t need to do everything.
You just need to do the right thing for your firm at the right time.

And that’s exactly what this blog will help you figure out.

Why Most Firms Struggle to Choose the Right Tactics

It’s not because you’re not strategic. It’s because most advice is one-size-fits-all and your firm isn’t. 

Your business is unique in:

• Your growth stage

• Your client base

• Your strengths

• Your bandwidth

• Your goals

A tactic that works brilliantly for a 10-partner national firm might flop completely for a solo practice. The solution? Not more tactics. It’s about strategic selection and we use a simple framework to cut through the noise.

The 3-Step Framework: Do Better → Do More → Do New

This approach helps you pinpoint what will drive results now—not six months from now, not “once you’ve figured it all out.”

Step 1: Do Better

Audit what you’re already doing. What’s kind of working but could be working better?

Examples:

• Getting some website traffic but few leads? It’s time to optimise your homepage or add a lead magnet.

• Posting on social media inconsistently? Get consistent before jumping to a new platform.

• Your email list is growing but no one’s converting? Refine your nurture sequence.

 This is your low-hanging fruit. It’s cheaper to fix than start from scratch and it often delivers quick wins.

Ask yourself:
What am I already doing that deserves some attention and refinement?

Step 2: Do More

Now look at what’s working and double down.

Examples:

• Strong referral network? Create valuable content to keep those referrers engaged.

• Blogs getting traffic? Repurpose them into social posts and email newsletters.

• Lead magnet converting? Drive more traffic to it with SEO or ads.

This step is about scaling success, not chasing trends.

Ask yourself:
What can I do more of without starting from scratch?

Step 3: Do New

Now—and only now—is it time to experiment.

Examples:

• Launch a podcast

• Create YouTube videos

• Run paid ads

• Host a webinar

• Expand to TikTok or LinkedIn

You’re not guessing anymore. You’re building from a strong foundation, so these new efforts amplify what’s working—not compete with it.

Ask yourself:
What’s a smart experiment I can try now that my base is solid?

How This Framework Stops Overwhelm in Its Tracks

When you follow Do Better → Do More → Do New:

• You stop reacting to trends

• You build marketing momentum

• You avoid burnout

• You get measurable results

No more scrambling. Just clear, strategic growth.

Tactics by Growth Stage: A Quick Reference

Start-Up or Repositioning Stage

✓ Do Better: Optimise your website, clarify your messaging, post consistently
✓ Do More: Create a lead magnet and start building your list
✓ Do New: Add a simple email nurture sequence or basic SEO

Growth Mode

✓ Do Better: Tighten your brand positioning and improve your lead flow
✓ Do More: Run ads to proven offers, build a funnel
✓ Do New: Introduce webinars or advanced content

Scale Stage

✓ Do Better: Refine email sequences and streamline your sales process
✓ Do More: Automate lead gen, increase your ad spend
✓ Do New: Expand verticals, delegate marketing, explore fractional CMO support

Case Study: Real Estate Agency Marketing

One of our clients, a solo real estate agent, came to us with scattered marketing efforts—an occasional Facebook post, a half-finished lead magnet, and a whole lot of overwhelm.

Instead of suggesting a major campaign or new tactic, we started with Step 1: Do Better.

We cleaned up her messaging, turned her checklist into a polished, high-converting lead magnet, and paired it with a short email nurture sequence.

Within 6 weeks, she had over 100 subscribers—all without spending a cent on ads.

She began booking regular appraisals from her list and finally had a system that worked for her, not against her. That checklist is still growing her business today.

Bonus Tip: Let Your Strengths Guide Your Strategy

• Great on video? Try short-form video content

• Love writing? Start with blogs and email

• Prefer deep work? Lean into SEO or evergreen funnels

Marketing shouldn’t fight your personality. It should amplify your strengths.

Final Thoughts: More Isn’t Better—Better Is Better

There’s no shortage of tactics. But more marketing doesn’t mean better marketing.

It’s not about doing everything. It’s about doing the right things, in the right order, at the right time.

And if you’re not sure where to start, we can help you map it out.

Feeling stuck or scattered in your marketing?
Let’s workshop it together.
Book your FREE 15-minute call with the Zenovate team today.

Written By Kristen Porter

Kristen Porter is an award-winning lawyer, marketing and legal strategist, licensed real estate agent, and the founder of Zenovate Marketing and highly niched law firm O*NO Legal – The Real Estate Agent’s Lawyer. With degrees in both Law and Commerce (majoring in Marketing), Kristen brings a rare combination of over 20 years legal expertise and business acumen to her work with professional service firms.

Kristen has built and scaled multiple businesses at a national level and developed a marketing framework that she now uses to help other law firm owners, accountants, real estate agents and other professional service business owners grow profitably - without relying on cold outreach or tactics that don’t feel aligned. Her approach blends strategic positioning, lead generation, and sustainable marketing systems to create brands that stand out, attract the right clients, and grow effortlessly.

Frequently Asked Questions (FAQ’s)

• How do I know which marketing tactics are right for my law firm or professional services business?

  Start by assessing your current growth stage and existing marketing efforts. Use the “Do Better → Do More → Do New” framework to identify which actions will bring the best return right now—before adding new tactics.

• What should I prioritise if my marketing feels overwhelming or disorganised?

  Begin by improving what’s already in place. Optimising your website, posting consistently on social, or refining your lead magnet and emails can have a bigger impact than starting something brand new.

• Should I start with advanced marketing tactics like paid ads or launching a podcast for my firm or agency?

  Not yet. Tactics like ads and podcasts only work if your foundations are solid and clear messaging, an optimised website, and consistent content. Focus on refining what’s already working first, then layer in new tactics to scale your results.

• What marketing tactic delivers the fastest return for small firms and agencies?

  In our experience, lead magnets paired with nurture emails offer the quickest wins especially when promoted through existing channels like LinkedIn, speaking events, or referral partners.

• Can a marketing agency help me decide which tactics make sense for my stage of growth?

  Absolutely. We help firms and agencies diagnose where they are, identify low-hanging opportunities, and build a sustainable, results-driven strategy without the overwhelm.

DISCLAIMER: This article is general information only and cannot be regarded as legal, financial or accounting advice as it does not take into account your personal circumstances. For tailored advice, please contact us. PS - congratulations if you have read this far, you must love legal disclaimers or are a sucker for punishment.