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Marketing Strategy and Plan. What is the difference?

Marketing Strategy and Plan. What is the difference?

There are an overwhelming number of opportunities to publish, speak, and advertise nowadays. At TOTL, we understand how hard it is to devise the right strategy. That’s where we excel.

We understand the key three stages of any legal marketing process:

Marketing Strategy

We work with you to gather insight into your business environment. We consider how your operating environment aligns with your services and business goals. It’s then possible to devise the perfect marketing plan for your aims.

Marketing Plan

Your marketing plan lays out how you’ll achieve the goals established in your strategy. In other words, your marketing plan is a roadmap taking you from where you are now to where you want to be.

It is important to first know the “what” (marketing strategy) before thinking about the “how” (marketing plan).


Implementing your marketing plan involves a carefully devised sequence of actions.

In other words, marketing success looks like this:

Marketing Strategy > Marketing Planning > Implementation = Success

Our approach

First, we research your customers, competition, and industry. This helps us make informed decisions about your brand positioning, messaging, and engagement activities.

Secondly, we consider the promotional opportunities in your marketplace that take you closer to your goals, including sponsored publications, conferences, and advertising.

At the end of the process, you will have a concise and factual summary of the activities that are best for your firm.

You can read more related content on marketing strategy in our blog section.

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