Digital Marketing Certification for Law Firm Marketers


The eight-week live online course is taught by Guy Alvarez, founder and CEO of Good2bSocial. The course is open to 15 students. Click here for course syllabus & more information.

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Digital marketing is one of the most effective and important ways to promote your firm’s lawyers and services. But it can also be challenging to understand the constantly changing technologies and platforms.
Enter Good2bSocial, the experts in digital marketing for law firms.

Good2Social has launched the first ever, digital marketing certification course for law firm marketers. The eight-week course is taught by Guy Alvarez, Founder and CEO of Good2bSocial.

Following the completion of the course, students who graduate will receive a certificate that they can use on their LinkedIn profile. Alumni will also be able to join a private LinkedIn group to share best practices, ideas and continue their learning.

What You Will Learn:

  • How to develop social media campaigns that generate a meaningful ROI
  • How to create the right content to the right people at the right time
  • How to generate qualified leads through paid search and paid social
  • How to create, test, optimize and report on the performance of email marketing campaigns
  • How to establish analytics benchmarks to draw actionable insights about your digital marketing efforts
  • How to build an SEO strategy that enhances your search visibility and lets your rank highly on search engines



Session 1: Introduction to Digital Marketing

The Introduction to Digital Marketing session will introduce you to digital marketing, setting business objectives for a digital campaign and preparing the foundations for developing a targeted digital marketing strategy.


  • Principles of Digital Marketing
  • The Inbound methodology
  • The Buyer’s Journey for Law Firms
  • Developing Your Strategy
Session 2: Content Marketing

The Content Marketing session will enable you to develop the knowledge and skills needed to plan and execute a content marketing strategy in a persona-oriented and data-driven way informed by business objectives, aligned with the buyer journey and overall marketing strategy.


  • Content Marketing Concepts
  • Persona Development
  • The right content, to the right people, at the right time
  • Create & Curate
  • COPE – Create Once Publish
  • Measure Your Content ‘s Performance
Session 3: Social Media Marketing

The Social Media Marketing session enables you to apply social media concepts and best practices to organic and paid marketing activities to run campaigns that yield ROI and meet business objectives.


  • Introduction to Social
  • Facebook
  • Twitter
  • LinkedIn
  • Instagram
  • Paid Social
  • Employee Advocacy and Influencer outreach
Session 4: SEO

The Search Engine Optimization (SEO) session will enable you to build an organic search marketing strategy that brings the right kind of visitors to your website. It will help you understand how to boost conversions, stand out against competitors and ensure the best possible ROI.


  • Introduction to SEO
  • The 4 principle of SEO
  • Keyword Research
  • The New SERP
  • Measure Performance
Session 5: Paid Search

This session will enable you to learn the basic concepts of paid search and how to use it effectively to generate qualified leads.


  • Paid Search Concepts
  • Paid Search vs SEO
  • Setting up your paid search account
  • How to optimize and monitor your results
Session 6: Email Marketing

The Email Marketing session will teach you the fundamentals of email marketing and how to strategize your delivery plan to test, optimize and report on the performance of campaigns


  • Fundamentals of Email Marketing
  • Developing a Strategy
  • Email Design
  • Testing & Optimizing
  • Drip and Nurture Campaigns
  • Marketing Automation
Session 7: Measurement & Analytics

The Analytics session will help you understand the basic concepts of using analytics in digital marketing from initial set-up to reporting. You will be able to recognize the fundamentals of web and digital analytics to draw actionable conclusions from data and create a Google Analytics account to glean insights about traffic and audiences.


  • Concepts
  • Set Up
  • Goals
  • Report
  • Analyze
  • Beyond web analytics
Session 8: Putting It All Together

This session will tie all of the different sessions together and will help to inform students on how to create a digital marketing strategy for your firm.


  • Key components for a digital marketing strategy
  • Recommended tools
  • How to develop your KPI's
  • What kind of skills are needed
  • Getting buy in from leadership
  • Conducting a competitor analysis


How will this certificate help me?

It depends on who you are…

  • If you’re a marketing professional, this certificate can make you more valuable to your firm, which is the surest way to get that raise or promotion you likely already deserve (but don’t have a tangible reason to request).
  • If you’re a CMO or Director of Marketing, this certification is a great way to learn digital marketing yourself. It’s also a great way to train and certify members of your own team to ensure that they’re up to speed on the latest trends and best practices.
  • If you’re looking to work for a law firm, this certificate can set you apart from other candidates who merely have a business or marketing degree, but specialized skills that law firms today are desperately seeking.

How valuable is this certification?

  • The certification itself is highly valuable if you need to set yourself apart from the competition. What’s far more valuable than any badge or certificate, however, is the actual knowledge you’re going to receive when you take this course and master the basics of digital marketing for law firms. You will know digital marketing. I’ll say that again: YOU WILL KNOW DIGITAL MARKETING.

What is required to receive my certification?

  • In order to receive your certificate, you need to attend a minimum of six sessions and complete your mini digital marketing plan. You will also need to complete the course survey.

What happens if I need to miss a session?

  • If something comes up and you need to miss a session, you are required to notify the instructor in advance and watch the session video on your own. You are only allowed to miss a total of two sessions in order to graduate. NO EXCEPTIONS!