Consumer companies create dozens of consumer personas to sell products. Anybody who sells anything has likely labeled you, your needs, and your interests. Does the necessity to create client personas apply to law firms? Absolutely. You are selling a product--legal services--and you need to figure out who's in your market. Sample Sally doesn't sell seashells by the seashore. A client persona is a detailed description of the targeted buyer. It drives all marketing efforts, cont

This post originally appeared in Susan Kostal's Legal Marketing Bits & Bites Newsletter. Sign up for more content here. Start Fresh: Review Your Marketing Strategy No matter when your fiscal year starts, January is the perfect time to review your marketing plan and update your strategy. You can accomplish this by conducting a marketing audit of your efforts. In an ideal world, you would take your team on a half-day offsite. But, if you are the sole marketer or simply don't ha