What is a Legal Marketing Specialist?

As a modern law firm, you’re probably wondering how to stand out in the digital landscape and reach your target audience.

With over 449,000 registered law firms in the US alone, it’s undoubtedly a tough slog to the realms of success and growth, especially when you’re only a small team of people trying to get your firm off the ground.

Enter a legal marketing specialist – an expert who takes care of your law firm’s marketing ventures in a way that delivers fantastic results while freeing up your time.

Instead of spending your time trying to learn all the latest and greatest marketing strategies and spreading yourself too thin while receiving subpar results, you can score amazing marketing growth and have all the time in the work to focus on what you do best.

But, of course, there are a lot of nuances to this role, which is what we’re touching on today.

This guide explores what a legal marketing specialist does, why they’re essential for your firm, and how they can make a difference in your practice’s growth and success.

So, let’s dive in!

What Does a Legal Marketing Specialist Do?

A Legal Marketing Specialist is a professional who focuses on the marketing, growth, and scaling of law firms. Specifically for law firms.

Their role encompasses various aspects, from content creation and social media management to SEO and PPC campaigns. Let’s break down their main responsibilities:

Content Creation 📝

Creating relevant and engaging content is crucial to attracting potential clients and showcasing your law firm’s expertise.

A legal marketing specialist crafts blog posts, articles, whitepapers, and other materials that resonate with your target audience and demonstrate your firm’s knowledge in specific practice areas.

It’s not just a case of writing blog posts and seeing what sticks. A professional LMS will take the time to understand your branding and business’s personality and will craft meaningful, value-adding content that actually gets results and markets your firm in the best possible way.

SEO and Keyword Research 🔍

A Legal Marketing Specialist is also an expert in search engine optimization (SEO) and keyword research.

They understand the importance of being visible on search engine results pages (SERPs) and how to achieve higher rankings for your law firm.

With this in mind, an LMS will actively identify the most relevant keywords for your practice areas and optimize your website and content accordingly.

They’ll stay on top of the local trends, investigate where your best leads and clients will be, and strategize effective ways to get your content and brand in front of them.

Social Media Management 📱

In today’s digital age, a strong social media presence is essential for law firms. A Legal Marketing Specialist will, therefore, create and manage your law firm’s social media accounts, curate content, engage with your audience, and monitor the performance of your social media campaigns.

Pay-Per-Click Advertising (PPC) 💰

PPC advertising can be an effective way to drive leads and conversions for your law firm. A Legal Marketing Specialist will develop, manage, and optimize your PPC campaigns to ensure they deliver the best results and return on investment (ROI).

Usually, such experts will be trained on how to use the PPC systems of ad platforms, be it Google or individual social media platforms, and will know how to get consistent results that maximize the return on your budget.

Analytics and Reporting 📊

Data-driven decision-making is key to any successful marketing strategy.

It’s all well and good to be proactive with your efforts and see what works and what doesn’t, but without data, you’re making shot-in-the-dark decisions without really knowing what you’re aiming for.

With analytics and reporting, you can see exactly what works so that you can double down on it, and you can improve or discard any efforts that aren’t serving you.

A Legal Marketing Specialist will analyze your marketing campaigns’ performance, provide insights, and make data-driven improvement recommendations.

Why is a Legal Marketing Specialist Essential for Modern Law Firms? ⚖️

Now we’ve covered what a Legal Marketing Specialist does and what they’d be responsible for within your law firm’s operations, let’s discuss why they’re essential for your modern law firm:

Navigating the Digital Landscape 🌐

Today’s legal industry is highly competitive, and traditional marketing tactics aren’t enough to keep up.

When you’re trying to run a business and provide a proper, value-adding service to your clients at the same time, it’s just too much, and you won’t get anywhere. You’ll be spread too thin, and the results won’t be enough for long-term, sustainable growth.

By outsourcing your efforts to a Legal Marketing Specialist, you can unload your marketing ventures to someone who’s well-versed in the latest digital marketing trends and technologies, ensuring your law firm remains visible and relevant in the ever-evolving online world.

Building Trust and Credibility 🤝

A Legal Marketing Specialist will help your law firm establish trust and credibility in the eyes of potential clients.

By creating high-quality content and engaging with your audience on social media, you can demonstrate your expertise and foster relationships with your clients.

Driving Growth and Success 🚀

Ultimately, a Legal Marketing Specialist contributes to your law firm’s growth and success by implementing data-driven marketing strategies that generate leads, increase conversions, and drive revenue.

How to Choose the Right Legal Marketing Specialist 🧐

At this point, you should see that hiring and working with a legal marketing specialist is one of the best decisions you can make as a growing business. However, and understandable, it’s still a tough decision to make because of the investment and possible risk it can incur.

The best approach, therefore, is to mitigate the risk as much as possible by spending your money with the right specialist that’s best suited for your business. Here are some tips on how to do just that;

Look for Experience and Expertise 🏆

Look for a candidate with a proven track record in legal marketing, preferably with experience in your specific practice areas. They should have a solid understanding of law firms’ unique challenges and opportunities in the digital landscape.

Look for the specialist’s qualifications, what companies they’ve worked with in the past, and what kind of results they have been personally responsible for. Every proper specialist should have a website with social media profiles that highlight case studies and analytics of their work.

Also, ask for testimonials from their past clients to gain insight into their working style and the results they’ve achieved.

Google Reviews, social media business profiles, and Trustpilot (and other similar websites) are ideal places for researching this.

Industry Knowledge and Passion 🎓

A great legal marketing specialist should have a genuine passion for the legal industry and be up-to-date on the latest trends, regulations, and best practices.

They should be able to demonstrate a commitment to staying informed and continuously improving their skills. Trust your gut with this one, and look for examples (perhaps on social media or their blog) that showcase your chosen specialist’s interest in the niche.

Technical Skills and Tools 🛠️

Ensure the candidate is proficient in essential marketing tools, such as Google Analytics, SEO tools, social media management platforms, and PPC platforms. They should also be comfortable working with content management systems (CMS) and customer relationship management (CRM) tools.

Communication and Collaboration 🗣️

A legal marketing specialist should be an excellent communicator and team player.

They should be able to work effectively with your law firm’s partners, associates, and other marketing professionals to ensure your marketing efforts align with your firm’s goals and values.

Final Thoughts 💭

Hiring a Legal Marketing Specialist can be a game-changer for your law firm.

By leveraging their expertise, you can navigate the complexities of the digital world, establish trust and credibility, and ultimately drive the growth and success of your practice.

What’s more, your chosen specialist doesn’t have to be just one person.

Here at Lawsome Digital; we’re a highly experienced specialist law firm marketing team that thrives in helping new and developing law firms develop their online branding and reach the masses.

With decades of combined experience, a proven track record, and the ability to manage every single aspect of your marketing efforts, let us take the load out of your hands so you can focus on what truly matters when working on your business.