One of the most effective and enduring principles in marketing is also one of the simplest: recency and frequency. Put plainly, this concept refers to two core questions every marketer should ask:
“When was the last time someone heard from or saw your brand?”
and
“How often do they see or hear from you?”
What are your firm’s goals for 2025? If you said:
- Increase customer loyalty
- Generate new enquiries
- Increase brand awareness
Then, recency and frequency should be the cornerstone of a practical, affordable, and effective marketing strategy.
Understanding Recency and Frequency in the Context of a Law Firm
Marketing, at its core, is about memory and familiarity. We trust what we recognise. We notice what we've recently encountered (seen or heard). This is not unique to consumer brands or retail; it applies just as powerfully to professional services. Perhaps even more so, given that many clients only need legal services occasionally and rely on memory and trust when making a decision.
- Recency is about being visible at the right time. When someone has a legal need, they are far more likely to recall the last law firm they saw in an advert online, read about in a newsletter, or interacted with on a social media platform.
- Frequency is about staying in the client’s consciousness. The more often a person sees or hears from your firm, the more familiar your name becomes and the more likely they are to think of you when the need arises.
Together, these elements allow your firm to be ‘front of mind’ i.e. your firm is the one that springs to mind first. Not necessarily because of your credentials or past work (though those help), but because you’ve maintained a consistent presence in the mind of the prospective client.
Why Most Law Firm Marketing Misses the Mark
Far too often, law firm marketing is built on short-term campaigns, reactive efforts, or one-off promotions—none of which support long-term brand building. You might sponsor a charity event, post a LinkedIn update once a month, or run a Google Ads campaign for two weeks. But if your firm isn’t visible consistently and recently, you’re making it easy for your competitors to take your spot in the client’s mind.
Moreover, many firms still believe that marketing is something you only need when work is slow. This short-sighted view undermines one of the central truths of recency and frequency. Brand awareness is built gradually, and decays quickly when you go quiet.
How Law Firms Can Apply Recency and Frequency to Their Marketing
Let’s explore some practical ways that firms, large or small, can harness the idea of recency and frequency.
1. Email Marketing Done Right
Email remains one of the most effective channels for maintaining regular, direct contact with existing and prospective clients. A monthly or bi-monthly newsletter, packed with helpful, jargon-free legal insights and human-interest stories from your firm, keeps your name in inboxes and in minds.
It’s not about hard selling. It’s about reminding people you exist, that you're active, and that you're approachable.
We analysed our own marketing in 2024 and found that in any given month one of our newsletters had a 26% open rate. But across a six-month period, 50% of recipients opened at least one email.
2. Consistent Social Media Presence
Don’t underestimate the power of consistent posting on platforms like LinkedIn, Facebook and Instagram (if your practice areas or brand are relevant for those platforms). Share useful content weekly, thought leadership, staff introductions, community involvement, and client testimonials.
Social media algorithms reward frequency, and audiences respond better to familiarity. Remember, people buy from people, and law is a people-driven profession.
3. Retargeting Ads
Paid social and display retargeting ads allow you to show ads to people who have already visited your website. These digital nudges, often subtle banners or sponsored posts, help maintain that crucial sense of “I’ve seen them before” which builds brand familiarity over time.
4. Local SEO and Google Profile Updates
Optimising your Google Business Profile and regularly posting updates, whether it’s a blog post, event, or news item, improves both your visibility in local searches and your perceived activeness. When someone Googles "family solicitor in Exeter", your firm should appear.
5. Client Communications Beyond the Transaction
Your relationship with clients should not end when the invoice is paid. Consider sending an annual check-in message or legal health check reminder. An invitation to review their will after a set period.
You could also alert past clients to changes in the law relevant to their situation. These touchpoints are not only useful, but they’re also memorable.
6. Overcoming the “We Don’t Want to Pester People” Objection
One of the common objections we hear from law firms is a reluctance to appear too salesy or to bother people. But there’s a key distinction to make here: ‘relevance’ is not pestering. If your communications are helpful, well-timed, and human in tone, clients will not only welcome them, but they’ll also appreciate them.
You don’t need to shout. You simply need to show up often enough, and recently enough, to be remembered.
The Bottom Line
Recency and frequency are not flashy, and they don’t rely on big budgets or clever gimmicks. They build trust through familiarity, keep your firm in the mind of your audience, and ensure you are the first port of call when a legal need arises.
Law firms that embrace this principle, whether through email, social, advertising, or client care, will always outperform those who wait for business to come knocking. Marketing is not about being the loudest, it's about being the most familiar.
So, ask yourself, “When was the last time someone heard from your firm? And “How often do they hear from you?” The answers to those two questions may just define your marketing success for the years ahead.
If you need help with your law firm being seen more recently or more frequently than it is currently, contact us via sales@conscious.co.uk.