What Does a Legal Marketer Do?

Dec 12, 2023

Patrick Carver

Hi, I’m Patrick Carver / CEO of Constellation Marketing

I hope you enjoy reading this.
If you want my team to just do your marketing for you, click here.

Legal marketers promote law firms and their services, deftly bridging the gap between legal expertise and client needs. They create and implement marketing strategies to enhance a firm‘s visibility, reputation, and client base.

Legal marketing encompasses numerous activities aimed at drawing new clients to a firm, from content creation and advertising to public relations. While law firm marketing spans the traditional and digital realms, an increasing about attention and resources tend to be focused on the digital domain.

Let’s explore the critical responsibilities of a legal marketer and how they help firms grow. In this article, we unravel the metrics used to measure success in legal marketing, providing a comprehensive guide on navigating the legal industry—and thriving in it.

What is a Legal Marketer?

Legal marketing professionals oversee a law firm’s promotional efforts, advertising campaigns, client engagement, and brand reputation. The ultimate goals of law firm marketing are to promote legal services and bring in more high-value clients.

Legal Marketing Evolution

Legal marketing has significantly evolved in the 21st century. Technological development and the internet have transformed the way law firms approach their promotional strategies.

Legal marketers now utilize online platforms, websites, social media channels, and email to maintain law firms’ digital presence and reach a wider audience. These initiatives enable attorneys to market their specialized services to a specific audience.

Legal Marketing Guidelines

Because each state has its own set of rules and regulations governing attorney advertising, part of marketing entails staying up-to-date on guidelines to ensure all digital marketing strategies remain within the bounds of ethical conduct.

In essence, legal marketers today leverage digital tools and strategies while adhering to the evolving standards of the legal profession.

Key Responsibilities of a Legal Marketer

From fostering client relationships to conducting market research, let’s delve into the responsibilities of legal marketing professionals.

Developing Marketing Plans

Marketing professionals shape the brand image and visibility of law firms, and an essential aspect of their responsibilities is developing an effective marketing plan. These strategies encompass various components, ranging from branding to employing cutting-edge digital marketing techniques.


Law firm branding involves creating a distinct, memorable identity for a legal practice. Branding goes beyond a mere logo; it extends to crafting a narrative that communicates the firm’s values, expertise, and unique selling points.

Search Engine Optimization

SEO is at the core of online visibility. Legal marketers optimize law firm websites to ensure they rank high in search engine results when potential clients seek legal services. SEO involves keyword research, content optimization, and keeping up with relevant changes to search engine algorithms.

Social Media Marketing

Social media has become an integral part of legal marketing. Platforms like LinkedIn, Twitter, and Instagram help a firm’s online presence soar. Legal marketers leverage these websites to share thought leadership content, engage with the legal community, and humanize the firm’s attorneys.

Content Marketing

Content marketing is another vital component of a marketer’s toolkit. Producing high-quality content positions the firm as an authority in its field and helps in SEO efforts. Blog posts, articles, and whitepapers addressing common legal concerns provide valuable information for prospective and current clients and establish credibility in the legal domain.

Lindsay del Valle, Director of Content at Constellation Marketing, discloses why a legal marketer specializing in content creation is an asset to any legal practice: “Choosing a law firm marketing consultant proficient in content strategy is the key to establishing a compelling online presence. A content professional brings expertise in crafting engaging, informative, and persuasive content tailored to your target audience.

“Look for consultants who understand the legal industry nuances and create content that not only showcases your expertise but also resonates with potential clients. By selecting a consultant with a strong content background, your law firm will tell its unique story, build credibility, and foster meaningful connections with your audience, ultimately driving business growth.”

Client Relationship Management

Skilled legal marketing professionals excel in CRM. Building and maintaining client relationships is a nuanced and ongoing process that goes beyond the initial marketing efforts.

Aligning Marketing Strategies with Client Development

Marketing consultants begin by understanding the law firm’s client base. They identify potential clients and craft targeted campaigns. By ensuring the marketing messaging speaks directly to the clients’ needs, consultants enhance the likelihood of engagement and long-term relationships.

Enhancing the Firm’s Image

Legal marketing consultants work on building and reinforcing the firm’s image through channels such as online platforms, social media, and traditional marketing. A reputable persona promotes confidence among prospective and existing clients.

Effective Communication Strategies

Consultants are pros at developing effective communication strategies, including promptly addressing client queries, concerns, and feedback. This transparent communication builds trust and strengthens the client-firm relationship.

Personalization and Customization

Legal marketers recognize the importance of personalization in client relationships. Tailoring marketing messages and interactions to clients’ preferences helps those clients feel more appreciated.

Continuous Monitoring and Adaptation

Client relations are not static; consultants understand the need for continuous monitoring and adaptation. They analyze the effectiveness of current strategies, gather feedback, and adapt their techniques accordingly.

Market Research and Analysis

Market research and analysis are a legal marketer’s secret weapons. It’s not just about knowing the law but understanding the legal terrain, being perceptive to your audience, and keeping an eye on the competition.

Research involves understanding the nuances of the legal market—identifying the key players, recognizing emerging trends, and discerning what will make your client’s firm stand out. It’s like being a legal detective, gathering intel to make informed decisions.

Once armed with this knowledge, consultants analyze marketing campaigns with a fine-tooth comb. They ask, “What worked? What didn’t? What could be improved?” This analysis is the compass guiding future efforts.

But here’s the kicker: the legal world doesn’t stand still, and neither should your marketing strategies. Legal marketers must be like chameleons, adapting strategies based on market trends. If there’s a shift in client needs or a new competitor on the block, they must know how to pivot swiftly. It’s like playing chess—you need to anticipate moves, not just react.

Legal marketers aren’t just promoting a service—they’re navigating a dynamic legal ecosystem, and market research and analysis are the backbone of strategic decision making.

Types of Digital Marketing Strategies for Law Firms

why do law firms need marketing undestand audience

Legal marketers leverage various strategies—from social media marketing and SEO optimization to website management—unleashing the internet’s power to help them connect with more clients.

Website and Content Management

Aleksandar Petrovic, Chief Technology Officer at Constellation, reveals why your website is an essential component to successful marketing in the digital age: “Your law firm’s website is its digital storefront, and it’s the cornerstone of successful client engagement.

“A user-friendly, visually appealing website coupled with seamless navigation and compelling content is not just a tool but a strategic asset. By prioritizing responsive design, intuitive user experience, and relevant, authoritative content, legal practices create a compelling online presence that expands their business and establishes trust and credibility among prospective clients, fostering lasting relationships in the competitive legal landscape.”

A comprehensive content strategy is the key to engaging your target audience. From insightful blog posts to thought-provoking articles, law firm website content is the glue that binds a visitor to your website and creates a narrative that establishes your practice as a trustworthy authority.

Content also plays a pivotal role in SEO optimization, ensuring that your website surfaces prominently in online searches. An effective content strategy involves:

  • Staying current with industry trends
  • Tailoring content to address client needs
  • Strategically incorporating keywords to enhance search engine rankings

Reputable legal marketing specialists understand the intricacies of law firm website content and management. They ensure that a website remains an evolving, dynamic entity that reflects a law firm’s growth and adaptability.

SEO and Online Visibility

Legal marketers understand that the digital journey often begins with an online search. Potential clients turn to search engines, making it imperative for law firms to be prominently featured in these searches. This is where search engine optimization (SEO) comes in, adjusting a law firm’s website to align seamlessly with search engine algorithms.

The role of law firm SEO extends beyond visibility—it’s about positioning. A well-crafted SEO strategy ensures that your website ranks high in relevant searches and attracts the right audience. It helps align your online presence with your specific services, making it more likely for clients to find what they need.

Local SEO takes this a step further, recognizing the importance of geographical relevance. Legal marketers—armed with local SEO expertise—help ensure a law firm is highly visible to potential clients in its geographic area. Local SEO is essential for lawyers who operate exclusively within a specific region.

The intricacies of SEO demand a detailed comprehension of the legal and digital landscapes beyond the basics of keywords. As specialists in the field, legal marketers understand the nuances of SEO. They tailor strategies to the specific needs of each firm and their clients, leveraging their knowledge to ensure optimal visibility.

Social Media and Online Reputation

Legal marketers understand the intricacies of managing a law firm’s social media presence and safeguarding its online reputation.

A well-managed social media account entails an concerted effort to engage with the audience, share engaging details about the firm, and drive new business. Legal marketers tailor content to resonate with prospective clients while maintaining the professional integrity expected in the legal field.

Online reputations are fragile, and legal marketers understand the importance of proactive reputation management. Not only does this involve a positive narrative on social media, but it also addresses online reviews. Whether responding to client testimonials or handling constructive criticism, your marketing team ensures your firm’s reputation remains intact and continues to inspire trust.

Positive social media relations are not just about accumulating likes and followers; they’re about building a community that values the firm’s contributions to the legal field. Legal marketers curate content that sparks conversations, turning social media platforms into dynamic hubs where the firm’s skills shine.

Measuring Success in Legal Marketing

why do law firms need marketing success

Spending your legal marketing budget most effectively requires more than just creative flair—it demands a keen eye for metrics and analytics. Prepare to explore how marketing teams measure success, track performance metrics, and shoulder the responsibility of reporting return on investment (ROI).

Analytics and Reporting

Marketing experts are proficient in analytics and reporting, seamlessly navigating the maze of data related to marketing performance and ROI.

Tracking marketing performance involves using analytics tools to unravel the complexities of online engagement. From website traffic and click-through rates to social media interactions, marketing experts leverage tools like Google Analytics, social media analytics platforms, and CRM systems to dissect the digital footprint left by marketing efforts.

When it comes to ROI, legal marketers understand that every investment should see measurable returns. They dive into conversion tracking, attributing leads and clients to specific marketing channels. This process often involves using conversion tracking tools, custom dashboards, and performance analytics to connect the dots between marketing activities and tangible results.

Marketers also navigate the landscape of key performance indicators (KPIs), identifying and prioritizing metrics that align with the firm’s overarching goals. Whether it’s lead generation, client acquisition, or brand awareness, these KPIs serve as the compass guiding specific marketing strategies.

Marketing experts understand the ‘why’ behind the numbers, deciphering the metrics’ narrative. This analytical knowledge empowers them to refine strategies, optimize campaigns, and drive continuous improvement.

Case Studies and Success Stories

Legal marketers—driven by a desire to showcase tangible successes—prepare and present case studies and success stories from past clients. Let’s explore an example below.

At Constellation Marketing, we take pride in the success achieved with many clients. Today, we’re highlighting Perigon Legal Services. Recognizing the potential impact of specialized SEO services, Perigon Legal Services partnered with Constellation to expand keyword rankings and target a broader range of high-value keywords.

The results speak volumes—a 126% increase in monthly lead count and a 256% surge in new website users compared to the previous year. This case study is a true testament to the transformative power of legal marketing partnerships.

Challenges and Solutions in Legal Marketing

Legal marketers encounter unique challenges, with one significant hurdle being the navigation of ethical considerations in legal advertising. The professional rules governing law firms impose constraints on marketing, requiring marketers to tread carefully in the digital world.

To overcome this challenge, consultants must develop strategies that adhere to these rules while effectively promoting legal services.

In addition to ethical considerations, legal marketers often grapple with common challenges specific to the legal sector. The competitive landscape demands that each marketing tactic comply with industry regulations. Crafting messages that resonate with potential clients without veering into misleading territory requires a delicate balance.

Additionally, the legal field’s inherently conservative nature can pose a challenge in adapting to the fast-paced digital world. Overcoming this challenge requires marketing teams to be innovative and eager to adopt modern technologies while remaining true to the industry’s professional ethics.

Emerging Trends in Legal Marketing

Artificial Intelligence (AI)

The legal marketing landscape is rapidly evolving, driven by technological advancements and changing client expectations. One of the most significant trends is the integration of artificial intelligence (AI) in marketing strategies. AI-powered tools can analyze vast amounts of data to identify client behavior patterns, optimize advertising campaigns, and personalize client interactions. According to a study by McKinsey, companies that use AI in marketing have seen up to a 30% increase in revenue.

Personalized Marketing

Personalized marketing is another trend gaining traction in the legal sector. Clients expect tailored experiences that address their specific needs and preferences. By leveraging data analytics, law firms can create highly targeted marketing campaigns that resonate with individual clients. This approach not only enhances client engagement but also improves conversion rates. A report by Accenture found that 91% of consumers are more likely to engage with brands that provide relevant offers and recommendations.

These emerging trends underscore the importance of staying abreast of technological advancements and adapting marketing strategies to meet the evolving demands of the market. Law firms that embrace AI and personalized marketing are well-positioned to gain a competitive edge in an increasingly digital world.

How We Approach Marketing

what do legal marketing companies do where to focus

At Constellation, we address your legal marketing aims with personalized, hands-on attention, ensuring your law firm’s success. Our commitment extends beyond mere promises—we guarantee exclusivity by not working with your competition, maintain transparent communication throughout your campaign, and never cut corners or engage in unethical practices.

With a track record of partnering with over 65 law firms and generating thousands of leads monthly, our unique legal marketing insights and experience set us apart.

While others may claim competence in working with law firms, our years of honing the art of business growth for lawyers like you deliver unparalleled returns. Trust Constellation Marketing for service and results that consistently exceed expectations.

Leveraging Legal Marketing for Your Law Firm’s Success

Legal marketing is not just about promoting legal services—it’s a strategic journey that can scale your legal practice and revolutionize business development. Legal marketers, prepared with knowledge and experience, navigate the intricacies of the digital terrain, shaping your firm’s marketing efforts into a powerful force for success.

Considering the multifaceted responsibilities and the dynamic nature of legal marketing, entrusting a specialized team to strategize marketing plans can be a game changer.

At Constellation Marketing, we understand the unique demands of the legal field and offer a comprehensive approach to elevating your firm’s visibility and driving impactful business growth. Contact our team today, and let’s craft a tailored marketing plan that propels your firm to new heights.

Patrick Carver

Do You Want To
Consistently Generate More Cases?

Got 15 minutes? Let me review your current metrics and provide a forecast of your potential growth based on our client results.

Share This