Erika Steinberg: Fractional Marketing and the Future of Law Firm Strategy

By Steve Fretzin on January 27, 2025

In this episode, Steve Fretzin and Erika Steinberg discuss:

The value of having a focused marketing plan for lawyers and firms
Strategies for retaining and growing client relationships
Building a personal brand using LinkedIn
Benefits of fractional marketing for law firms

Key Takeaways:

A written marketing plan provides focus, direction, and measurable goals, allowing lawyers and firms to avoid chasing “shiny objects” and instead focus on impactful projects.
Lawyers often neglect past and existing clients as a source of business due to discomfort, yet these relationships often present the easiest opportunities for growth.
Marketing activities should align with an individual’s comfort level and schedule—focusing on actions they will actually execute.
Firms undergoing mergers or lateral hires risk losing opportunities if they do not clearly communicate how the changes benefit clients and integrate new team members effectively.

“The marketing activities that are best are the ones that you’re going to do, the ones that fit your comfort level and your schedule.” — Erika Steinberg

Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I’ll answer it live on the show—anonymously, just using your first name!

Thank you to our Sponsors!

Rankings.io: https://rankings.io/

Rainmakers Roundtable: https://www.fretzin.com/lawyer-coaching-and-training/peer-advisory-groups/

Episode References:

Differently Podcast by Carla Reeves: https://podcasts.apple.com/us/podcast/differently/id1546761001

About Erika Steinberg: Erika Steinberg, founder of CMO2Go, has been working with law firms to maximize their marketing for more than 30 years. CMO2Go provides senior-level fractional marketing support to midsize law firms around the United States, supporting firms as they tackle their urgent and important marketing needs.

Connect with Erika Steinberg:

Website: https://www.cmo2go.co/

Email: erika@cmo2go.co

LinkedIn: https://www.linkedin.com/in/erikasteinberg/ & https://www.linkedin.com/company/cmo2go-inc

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn’t Rocket Science and more!