Marketing strategy
A marketing plan your whole firm can follow.
PSM Marketing builds strategic marketing plans for law firms, engineering firms, manufacturers and other professional services firms. Terrie Wheeler or Michelle Wheeler leads a review of your past marketing, then turns what works into a written plan with clear goals, audiences, messages and measures.
Reviewed by Terrie S. Wheeler, MBC.
Updated October, 2026
What you get
- A strategic marketing assessment
- A summary of findings and recommendations
- A written strategic marketing plan
- Messages for each audience you serve
- A measure for every initiative
- A plan built on The Four Pillars of Marketing™
Strategy before tactics.
Too many firms spend on marketing ideas that were never vetted, tested or proven. PSM Marketing starts every engagement with a plan, so your website, SEO, content and outreach all work toward the same goals.
How PSM builds your plan
A process PSM Marketing has refined with professional services firms since 1997.
01
Strategic marketing assessment
A review of your past marketing: what worked, what didn't, and the threads, gaps and common denominators that point to your best opportunities.
02
Findings and recommendations
A clear summary of what PSM found and what it recommends, shaped to fit your firm, your goals and your budget.
03
Your strategic marketing plan
The recommendations, built into a written plan your team can follow and PSM can carry out with you.
What's in your strategic marketing plan
Every PSM Marketing plan answers six questions.
Growth objectives
Why you're marketing: the growth goals the plan is built to reach.
Target audiences
Who you're trying to reach, often several audiences that each need a different approach.
Key messages
What each audience needs to hear, from current and past clients to referral sources, community groups and the media.
Tactics
How you'll reach your goals, focused on the marketing projects and relationships that matter most.
Implementation
What will be done, by whom and when.
Measuring results
How every initiative will be measured, so you know what's working.
Built on The Four Pillars of Marketing™
PSM Marketing's framework keeps your plan balanced, so no part of your growth gets left behind.
I
Retain and grow existing relationships
Your current clients, contacts and referral sources are your biggest source of growth: networking, client satisfaction, cross-marketing and referral source development.
II
Develop new business
Targeted outreach to the clients you want most, starting from the relationships you already have: business development, proposals, your website, SEO and content.
III
Increase name recognition and awareness
Make sure clients, prospects and referral sources know who you are: branding, public relations, thought leadership, writing, speaking and community involvement.
IV
Measure return on investment
Metrics that show what's paying off and where to adjust: website and SEO analytics, lead tracking and revenue growth.
Your plan, put to work
Your strategy guides every other service your PSM team delivers.
Branding
Websites
SEO
AI search optimization
Content + communications
All marketing services
“They genuinely listen to our ideas and always find ways to build on them and make them even better.”
— Kat T., Google review
“Professional services firms continue to grapple with how to effectively market themselves. Terrie and team are the answer [...] The PSM model works.”
— Beth L., Google review
“Within 12 months, I saw a 50% increase in origination of new clients.”
— Don M., Google review
Marketing strategy questions
What is a strategic marketing plan?
A written plan that defines your growth objectives, target audiences, key messages, tactics, implementation and how results will be measured. PSM Marketing builds every plan on The Four Pillars of Marketing™.
Why start with strategy instead of tactics?
Without a plan, firms spend on marketing ideas that were never vetted or proven. A strategy makes sure your website, SEO, content and outreach work toward the same goals.
Who builds my plan?
Terrie Wheeler or Michelle Wheeler leads your assessment and plan, with input from the PSM specialists who will carry it out.
How do I get a strategic marketing plan from PSM?
PSM Marketing engagements start with a strategic marketing plan. It's part of an outsourced marketing engagement and the Quickstart Package, and the starting point for fractional CMO work.
How do you measure whether the plan is working?
Every initiative in your plan has a measure, such as website traffic, leads, new clients or revenue. PSM reviews results with you in monthly meetings.
How often should a marketing plan be updated?
PSM Marketing plans set annual goals and quarterly priorities, so the plan stays current as your firm and your market change.
Ready for a plan that works?
A free marketing assessment with Terrie Wheeler or Michelle Wheeler. You'll leave with ideas you can use, whether or not we work together.