So let me firstly apologise if you’ve now got that 90s earworm stuck in your head – but if you’ve been in my world a while, you’ll know karaoke is a core content pillar of mine!
In this month’s blog, I’m taking you behind the scenes of Saltmarsh Marketing’s very own marketing strategy and planning.
Because in legal marketing, just like in any other industry, everything evolves. Social media algorithms shift. Client expectations and online behaviour changes, often in response to the world around them and the market they’re operating in. Your marketing channels and tactics that worked brilliantly last year or even this year, may very well need some optimisation based on what is and isn’t working now.
Here at Saltmarsh Marketing, I’ve recently been reviewing some of the most important data in my business – both qualitative and quantitative – to help me make strategic decisions for Q4 of 2025 and into 2026.
So in this article I’m going to walk you through the steps I take and the questions I ask myself – so you can do this too:
1. Do your offers and pricing still meet the needs of you and your clients?
Effective legal marketing starts with listening.
Your services and products should always reflect what your ideal clients need right now. Even better, when you can position them as what they want. Very often, it’s the same offering but wrapped up as something they actually want. Because people, yes even in the corporate world of law, buy with emotion.
A product or service that was a great fit for you and your clients last year may not serve either of you today. Your clients’ priorities may have changed or even your own business goals or ideal ways of working may look very different today.
That’s why I advocate for regular research, reflection and constant conversations with peers and clients. Keeping a finger on the pulse of your industry’s trending topics, biggest challenges and most exciting changes means making sure your offerings are relevant, timely and needed.
You can also try asking yourself:
- What problems are my clients talking about most often – to me, with each other, on social media?
- Which of my offers get the quickest yes and feel the easiest to sell?
- What projects drain my time or no longer feel aligned with my business goals?
Let me put this into real-life context. This year, I noticed a growing frustration from legal founders and marketers that LinkedIn feels more of a mystifying, time-sucking beast than ever. I kept hearing that one day you’d be posting what you think is gold, and it flops. The next, you’re seeing competitors rack up engagement while you’re stuck refreshing your notifications in despair.
So I went full Sherlock and listened to what the legal marketing world needed from LinkedIn training that would help them cut through all the noise, understand exactly how it works and start to turn their profile and content into magnets for the right client opportunities.
The LinkedIn LEVEL UP was created as a 1-1 intensive session where we take a forensic look at your LinkedIn presence and turn it into a business asset.
The LinkedIn LOWDOWN is a team session that gets everyone on the same page on how to use LinkedIn to raise their profile, win work, and have a little fun along the way.
The LinkedIn BOOTCAMP is a Full-scale LinkedIn TRANSFORMATION for ambitious legal founders and senior leaders who are ready to raise their voice, build their profile and get more visible on LinkedIn.
And here’s where the pricing becomes part of the product strategy.
Pricing isn’t just a financial decision nor should it be a number we pluck out of thin air. It’s a positioning statement. It communicates the level of partnership, expertise and impact you deliver. In an industry where leadership, authority and credibility are critical for trust – the right pricing is a powerful tool to build that trust.
Lower prices don’t always mean easier sales. It’s about combining the right price with the right offer and the right outcome for the right clients. And let’s not forget that it has to be right for you. Whether you’re a solo legal founder or legal marketer as part of an organisation – there is delivery time, resources required and profitability to take into consideration.
And sometimes when you combine all of these factors, it’s clear that your price needs to change. Perhaps you’ve priced an entry-level service too high and by lowering it, you’d get more clients in the door with a greater chance of upsell. Or maybe you know it’s time for your pricing to evolve so it’s actually in line with the level of service you deliver and the impact your clients experience.
This is where I have landed with my own Saltmarsh Marketing pricing, too. After analysing the depth of strategic support, years of experience and professional development into each service, the creative input and transformation delivered, I realised my own pricing needs to evolve. So as of 2026, there will be some subtle tweaks which recognise the value and insight I bring to every single piece of work I do with my clients!
You just need to take a sneaky peek at my LinkedIn recommendations – to see that getting seen, getting heard and getting clients in a way that can also feel fun is top of the agenda for so many lawyers, legal founders and law firms.
If that’s you, let’s talk LinkedIn training.
2. Marketing channels: you don’t need to be everywhere
Good news alert: you do not need to be on every social media channel to be successful. You don’t need to attend, sponsor or speak at every single event to reach peak visibility. Marketing can be endless; media campaigns, paid advertising, editorial, SEO, email marketing, content writing.
What matters is showing up strategically; aka where your ideal clients actually spend their time and where you can use the time, skills and resources available to you most effectively. If your data shows LinkedIn is driving conversation and conversion, focus your energy there. If your email click through rates are strong, build on that. Data is your friend, my friend. In an increasingly noisy and overwhelming digital world, try not to fall into the trap of quantity over quality.
Master one social media channel, get to grips with its nuances and develop a system that actually generates you clients before you add any others into the mix. And if there’s one marketing channel I wish I’d embraced sooner, it’s email marketing. Whichever way you look at it, social media is rented land. But with email marketing, you own your subscriber data and you don’t need to wrangle with algorithms.
Iterative and sustainable marketing wins over fits and starts that lead to burnout. Every time.
So once again – let’s illustrate this with a real-world example from Saltmarsh Marketing. The primary social media channel you will find me using is LinkedIn, with over 11,000 followers. Even without my services as a LinkedIn trainer, I didn’t even consider any other social media channels until I had a proven process for consistent content, an optimised profile and an approach for starting and nurturing conversations that can lead to clients.
I launched my own email newsletter – The Legal Marketing Bop mid 2024, initially as a monthly newsletter. I have consistently sent this each month, gathering data and reflecting on what works before deciding to evolve it into a fortnightly newsletter; each with a different focus.
And of course – I must give a mention to the offline marketing channel that is events and networking. The legal events scene is getting bigger and more diverse by the day. But with that comes overwhelm and the easy desire to be everywhere! They are going to play a more significant role in legal marketing as we head into 2026, but a laser-focused strategy is key.
3. Positioning: what do you want to be known for?
Positioning is what you want people to say about you when you’re not in the room. It’s how you’ll be memorable and referrable.
It defines your reputation in your industry, the quality and quantity of the referrals you receive, and relevance for your clients. The good and bad news is that this work is never really finished! Because as business owners and brand owners, we should always be evolving.
If you are regularly analysing your pricing, your services and your marketing channels – you’ll constantly be finding opportunities to take your brand to the next level. And vice versa, really. For example – you may be sitting with a feeling, or your analysis might be telling you that it’s time to start leaning into leadership positioning. This then needs to be reflected in how you position your services, your pricing and how you show up on your online and offline marketing channels.
Ask yourself:
- What do I want to be known for and referred for now?
- How is what I offer unique?
- Do my marketing messages reflect that?
- Have my business goals or audience needs evolved?
- How do I need to evolve my offers, pricing or marketing?
Allow me to give you one final real-life example from the world of Saltmarsh Marketing. As 2025 developed, I reflected on the kind of work that I wanted to do and that my decades of legal marketing experience was best positioned for. The answer? Strategic, not executional marketing. Brand-building and shaping with a seasoned lens of creativity. My time and my fees are no longer best-served doing the ‘doing’. They are best served collaborating with you as your legal marketing partner.
And in line with my own evolved positioning as a legal marketing leader and visionary, I had to reposition who I was speaking to: the legal world’s doers, thinkers and change makers – the ones quietly transforming the industry from within. And importantly, those who are serious about being seen and serious about growth.
So if you’re feeling brave, ready to be bold and be entrepreneurial and analytical with your marketing, I think it’s time we talk. Don’t you?
My Ready to Invest discovery call is a focused chat for us, if you’re a decision-maker ready to commit to a Saltmarsh Marketing programme starting from 2k plus VAT. You’ll tell me your challenges and aspirations and I’ll tell you which service is best for you and how we’ll work together.
My Big Ideas call is a power hour to take your ideas and questions and turn them into a clear set of next steps and marketing priorities, whether we work together or not (£200+VAT)