There is a big difference between goals, strategies, and tactics. Your law firm’s goal may be to generate 100 new leads this month. Your marketing strategy might be to compete in local search and target bottom funnel search queries for people ready to hire an attorney. The tactics would be to launch a paid search campaign on Google set to maximize conversions with a restricted budget.

While certainly related, there’s a definite distinction between the three terms, and successful law firms should have each step clearly defined.