The point of most marketing is to solve a problem. Most of the time, the problem is pretty easy. When your product is dog food, the problem you're solving is that dogs need food. Then the strategy comes in: Why do they need your food, and not your competitor's?
Legal marketing is a little different. People contact attorneys for lots of different reasons, so in order to effectively determine your strategy, first you have to know what problem you're solving. Deep within FindLaw's 2014 Consumer Legal Needs Survey lies part of the answer.