Know-How Exchange : Strategy

at least 50%in SEO, in-ads like Tinder (divorce), Care (family), etc., and Facebook or other social media. potential clients are too ashamed or afraid to call places much less visit firms, so their first reaction is to go online - this tells me that your fictional firm must be where the client is searching for answers about the family matter (or enjoying their soon-to-be new marital status). a lot of this business is word-of-mouth, and you can't really pay for that (even online legal referral like rocket lawyer comes with some skepticism).

i can tell you that there is a shift in emphasis in law firm marketing towards more networking, more web-based, and more niche. imo, place a low priority on tv ads, outdoor, and radio because research by a client in family matters is getting more active, not passive or on impulse. print would be a possibility, but that depends on your market and the engagement of print with the community. ask yourself: if i were getting divorced, what do i need to know? your first instinct is to educate yourself online - and that's where your marketing should be.

Google search optimization, website content, and I would try to get some well done advertising into a couple of the biggest health clubs.

Content marketing and Adwords and/or Facebook. Create a valuable check-list, how-to, five-things-to-avoid, etc. document and/or video. Offer them in exchange for an opt-in to your email list. Then send periodic updates to the list.

Visibility only makes sense where people are looking for their services. (Geo-targeted) Adwords & SEO are the obvious choices. Yelp may make sense depending on your region. A SWOT analysis of the competition as well - what are they doing (do it also) and missing (take advantage of their blind spots).