Digital Marketing SkillsHow can law firm marketers future proof their marketing skills? What makes a great law firm marketer?

Below are seven areas where today’s successful legal marketers excel. 

If you don’t feel completely comfortable with any of these skills, it’s time to brush up! Don’t worry; we include links to guides and resources to help you learn and implement each skill.

1. Storytelling

Wrap your message into a story that transports people, simplifies information, and provokes an emotional response. Whether you’re captioning a LinkedIn post or writing a thought leadership article for your law firm’s blog, excellent storytelling skills are always an asset for legal marketers. Legal marketers need to be able to weave together compelling narratives that align with client sentiment. 

In this article by HubSpot, you can learn 2 simple frameworks that can make you a better storyteller.

2. The ability to analyze data and draw insights

Digital marketing data analytics go beyond just web analytics and website performance. Legal marketers need to be well-versed in how data shapes and drives the client experience across platforms and channels.

Marketers should rely on analytics to do things like grow revenue, improve return on investment (ROI), and make key decisions about where to invest their limited time and budget. There are many analytics tools at a marketer’s disposal and the most popular one being Google Analytics. In this blog post, we write about the top marketing analytics tools for marketers.

3. Basic design skills

Better design makes your content more likely to get noticed and more likely to be remembered. Traditionally marketing teams have supported specialist design roles (and more than one in many cases). But not all law firms may be able to rely on design-specific professionals. It’s important that today’s marketers understand the basics of design and the art of visual storytelling. There are many free and intuitive tools that provide ready-made templates and other easy-to-use design resources. Check out options like Canva. Canva offers tips and tutorials so you can get more comfortable with elements of design. 

4. Comfort with marketing technology

Today’s marketers rely heavily on the right martech stack. Technology plays a key role in creating, executing, and tracking marketing efforts – so marketers need to be familiar with the various technologies that will enable those processes. From marketing automation to team collaboration to social media employee advocacy, being able to use technology is a must for today’s marketers. In-demand marketers will understand how to use various tools to achieve their objectives. 

Want to build a successful martech stack? Check out our article: How to Assess Your Law Firm’s Marketing Technology Stack

5. Agility and Adaptability

Marketing is a fast-changing field, with new best practices, tools, and standards emerging constantly. Additionally, marketing teams often have to work under tight deadlines and may be assigned last-minute projects or find priorities shifting with little notice. A successful marketer will enjoy this kind of fast-paced environment, and will be able to adapt to changing circumstances with ease. Related: 4 Top Project Management Tools For Law Firm Marketers

6. Industry expertise

With thought leadership and expertise at the forefront of legal marketing, it’s critical that today’s marketers have a deep understanding of their industry, vertical, and services. Ideally, they can write about the firm’s services on their own without much external help. Effective marketers are those that practice active listening and seek a thorough understanding of what’s happening throughout the firm. Firm leaders should ensure that marketers have access to learning resources and collateral and take the time to distill that information into campaign tactics. 

Stay up to date with what’s happening in your industry by getting involved in industry groups on LinkedIn and subscribing to industry RSS feeds such as Feedspot.

7. Budgeting and Strategy

Being able to see the “big picture” becomes more important as marketing encompasses more elements. Even the best campaign plans will go awry if there’s no budget to pay for execution. Impressive marketers will want to be part of the larger annual planning process and understand how their activities contribute to firm business goals. They’ll also know how to put together a budget that reflects costs as well as the value of campaigns to the firm. Specifics can be learned within individual firms, but the overall understanding of a budgeting process is fundamental. 


The world of marketing is constantly evolving, and what made for a terrific marketer last year doesn’t cut it today – and in ten years, new skills will be required! Marketers should continuously focus on improving their skills to stay relevant and in-demand. 

If you want to quickly accumulate your foundational digital marketing skills, you may want to consider enrolling in our Digital Marketing for Law Firms Certification. This course covers in-demand topics like analytics, social media, SEO, online advertising, email, content marketing and more.