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10 Ways to Become a Better Law Firm Marketer

by Madeline Miller • September 11th, 2020 • Digital Marketing, Legal Marketing | Blog

law firm marketer

Demand for marketers who can aptly navigate the digital landscape is strong. In fact, many law firms we speak with are challenged to find and retain marketing professionals with up-to-date digital marketing skills. So what can you do to become the adaptable, in-demand digital marketer that law firms are seeking? Here are 10 key tips that will help you specialize, strategize, and streamline your career as a digital marketer.

1. Express an eagerness to learn

The digital marketing industry is fast-paced and ever-changing, and so to keep up you need to have a willingness to learn. Other traits that help are passion and a desire to succeed. 

2. Stay updated on industry news

Law firm marketers must stay on top of industry news, follow major digital marketing websites, and track influential people on social media. It’s important you understand all of the latest and greatest with the larger platforms like Facebook, Google, LinkedIn, and Twitter. Try starting with Search Engine Land, PPC Hero, Social Media Today, and our blog!

3. Network plenty

It’s important to surround yourself with people more talented than yourself. The people you meet will provide an ongoing support system as well as access to future opportunities. Look for industry meetups or associations to join. 

4. Take on personal projects

Try your hand at multiple disciplines such as PPC, social media advertising, content marketing, etc. Completing a few passion projects on your own will help you learn more about where your talents lie, how to complete a project from start to finish, and take accountability for results.

5. Understand the terminology

There are plenty of acronyms in the digital marketing space. CPM, CTR, CPL, SEM, SEO, PPC, and the list goes on. Misunderstanding any of them is an indication to potential employers that you need more training. Make sure you have at least a rudimentary understanding of the terms that are commonly used in the industry. 

6. Create your personal brand

Law firms will want to see that you can build your own presence if they are to trust you with theirs. It’s impossible to become proficient in digital marketing if you are not online using the platforms. In fact, in some instances a strong online presence, specifically on LinkedIn, could be the deciding factor between two candidates.

7. Become a “T-Shaped” marketer

A term popularized by Rand Fishkin, the CEO of Moz, this sort of marketer has a basic understanding of multiple disciplines while specializing in one or two. There is typically considerable crossover between marketing platforms, so someone with a broad digital skillset is truly valuable. Once you have a good understanding of the different marketing arenas, you can dive deeper into whatever area you decide you’re more passionate about. 

8. Embrace technology and data

While marketing might seem glamorous, truly effective strategies are driven by numbers and metrics (usually empowered by technology tools). A basic knowledge of how websites work, HTML, graphic design, and reporting will be extremely valuable. This knowledge will also help you bridge gaps in speaking with developers or other technology professionals who will help you to execute campaigns. 

9. Know how to talk performance

Remember, money talks. As you grow your career as a law firm marketer, it’s important to be able to share real metrics that demonstrate how your efforts add to the bottom line. Know the difference between all the important metrics and how to pull them. Equally critical is understanding how to apply learnings from these metrics to improve future performance. 

10. Expand your knowledge with courses

Learning shouldn’t stop when school is done! Investing in training courses throughout your career can help you become a stand-out digital marketer with a varied, in-demand skill set. For example, our Digital Marketing Certification Course for Law Firm Marketers covers best practices across all the important disciplines in only 8 sessions. Completing our reputable course can help you stand out amongst your peers in the industry and bridge the gap between your current professional situation and your dreams.


If you’re a law firm marketer looking to boost your career and impress your peers, follow these 10 tips. They’ll help you move up in your career and set you apart in job interviews. Remember, it is very important to stay updated on industry news and trends as the digital landscape is always evolving. 

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