Legal marketing strategy is no longer a “nice to have”—it’s the heartbeat of modern law firm success. In this episode of the Hiring & Empowering Solutions podcast, Molly McGrath sits down with Jordan Ostroff, president of LegalEase Marketing, to explore a cutting-edge model that transforms how law firms approach marketing.
Dubbed the “Netflix of legal marketing,” this subscription-based method allows law firms to access tailored content, timely strategy updates, and performance insights on demand. At the centre of this model is the powerful SET IT system: Strategise, Execute, Track, Iterate, and Test. It’s not just a process—it’s a mindset shift.
If you want to future-proof your firm and continuously attract high-quality clients, mastering your legal marketing strategy is non-negotiable.
Why the Netflix Approach Works for Legal Marketing Strategy
Gone are the days of one-off campaigns and expensive, static marketing plans. The new legal marketing strategy is dynamic, consistent, and tailored to the individual needs of your law firm. The subscription model gives firms the flexibility to evolve while keeping branding and messaging sharp.
Jordan Ostroff likens it to Netflix: rather than relying on a single launch, firms using this system can continuously stream out new content—updated websites, revised ad copy, improved SEO, enhanced client funnels—without hitting the reset button each quarter.
This continuous evolution allows your legal marketing strategy to stay relevant while competitors remain stagnant.
The SET IT Framework: A Scalable Legal Marketing Strategy
The SET IT system is the heart of Jordan Ostroff’s legal marketing strategy and consists of five powerful pillars:
1. Strategise
Every successful campaign starts with a plan. Quarterly strategising helps your firm define goals, understand your target audience, and align your messaging with long-term growth objectives. Whether your firm wants to build brand awareness or boost qualified leads, strategy is the foundation.
2. Execute
Once the strategy is set, action must follow. Content creation, ad deployment, email outreach, SEO optimisation, and client communication need to be implemented with precision. A legal marketing strategy is only as effective as the actions you take to support it.
3. Track
Data tells a story. And for law firms, that story includes conversion rates, call volume, review scores, social engagement, and web traffic. Tracking ensures you know why your marketing is—or isn’t—working. It helps identify bottlenecks in lead generation, intake, or conversion.
4. Iterate
No campaign is perfect out of the gate. That’s why iteration is key. Reviewing results quarterly (or even monthly) allows your firm to update messaging, adjust targeting, and eliminate ineffective tactics. A smart legal marketing strategy embraces change.
5. Test
The legal industry is constantly changing, and so are your clients’ behaviours. Testing allows your firm to try out new platforms, channels, ad formats, and calls-to-action to find what resonates. Don’t just do what worked last year—be proactive in finding what works now.
Beyond Lead Generation: Real Legal Marketing Strategy Focuses on Conversion
One of the most overlooked areas in legal marketing strategy is the distinction between generating leads and converting them. Too many firms celebrate a high volume of leads without considering their quality or the follow-through needed to convert them into paying clients.
Ostroff explains that a well-executed legal marketing strategy must prioritise lead conversion just as much as acquisition. This includes nurturing prospects through email sequences, offering timely follow-up calls, and providing valuable content that answers questions and builds trust.
In fact, one of the most underutilised tools in this process is the follow-up. Many law firms let leads go cold simply because they don’t have a system in place to engage them after that first touchpoint.
Why Every Legal Marketing Strategy Needs a CRM
A solid customer relationship management (CRM) system is the backbone of any legal marketing strategy. With a CRM, your firm can automate follow-ups, schedule reminders, segment contacts, and track every step of the client journey.
According to Ostroff, without a CRM, you’re guessing. With a CRM, you’re making data-backed decisions that can significantly increase your intake rate and client satisfaction.
Pair your CRM with consistent strategy reviews and performance tracking, and you have a legal marketing strategy built not just for growth, but for sustainability.
How to Build a Repeatable, Scalable Legal Marketing Strategy
Success doesn’t happen overnight. But it does happen when law firms commit to a repeatable, scalable process, like SET IT. To recap, here are the biggest takeaways:
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Embrace a subscription-based model for ongoing marketing support.
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Use the SET IT framework to guide your strategy every quarter.
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Focus more on converting leads than just generating them.
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Prioritise client retention just as much as new acquisition.
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Implement a reliable CRM system to manage and automate follow-ups.
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Always be willing to test and adapt to shifting client behaviour.
Marketing is not a “set it and forget it” deal. The firms that win are the ones that treat it as a living, breathing process.
Ready to Strengthen Your Legal Marketing Strategy?
If you’re ready to build a stronger legal marketing strategy, we invite you to explore our library of free resources at hiringandempowering.com. You’ll find tips on client retention, legal sales funnels, and more.
For deeper dives, check out our regularly updated blog and don’t miss our podcast episodes where we sit down with industry experts—just like Jordan Ostroff—to help you lead, hire, and grow smarter.
Written by Molly Hall McGrath