7 Digital Marketing Skills Legal Marketers Need Today | Good2bSocial media

[author: Noreen Fishman]

How can law firm marketers future-proof their marketing skills? What makes a great marketer in a law firm? Legal marketing is an ever-changing field, so it is of the utmost importance that legal marketers ensure their skills are up-to-date. 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! Do not worry; we include links to guides and resources to help you learn and implement each one. Here is a breakdown of 7 digital marketing skills needed by legal marketers today.

Digital Marketing Skills Required by Legal Marketers

1. Storytelling

Wrap your message in a story that moves people, simplifies information, and elicits an emotional response. Whether you’re captioning a post on LinkedIn or writing a thought leadership piece for your law firm’s blog, excellent storytelling skills are always a plus for legal marketers. Legal marketers need to be able to weave compelling stories that match client sentiment.

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

2. The ability to analyze data and learn from it

Digital marketing data analysis goes beyond web analytics and website performance. Legal marketers should be well versed in how data shapes and drives customer experience across platforms and channels.

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

3. Basic design skills

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

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. Marketers therefore need to familiarize themselves with the various technologies that will enable these processes. From marketing automation and team collaboration to employee advocacy on social media, 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 goals.

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

5. Agility and adaptability

Marketing is a rapidly evolving field, with new best practices, tools, and standards constantly emerging. Additionally, marketing teams often have to work to tight deadlines and can be given last-minute projects or see their priorities change without notice. A successful marketer will appreciate this kind of fast-paced environment and be able to easily adapt to changing circumstances.

Related: 4 Best Project Management Tools for Law Firm Marketers.

6. Industry Expertise

With thought leadership and expertise at the forefront of legal marketing, it’s essential that today’s marketers have a deep understanding of their industry, vertical, and services. Ideally, they can write about the company’s services themselves without too much outside help. Effective marketers are those who practice active listening and seek a deep understanding of what’s going on in the business. Business leaders need to ensure marketers have access to learning resources and collateral and take the time to distill this information into campaign tactics.

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

7. An understanding of their customers and target audience

Understanding your firm’s target audience is an essential part of legal marketing, as it impacts all aspects of your strategy. The savviest legal marketers have a complete understanding of what their ideal client looks like. They understand who their target audience is, the problems they face, their pain points, the solutions they seek, etc. It is also imperative that legal marketers have a comprehensive understanding of the industry trends that will have the most influence on their clients and potential clients.


The world of marketing is constantly changing, and what made a great marketer last year isn’t today – and ten years from now new skills will be needed! Marketers must continually focus on improving their skills to stay relevant and in-demand.

This post has been edited and reposted as of September 7, 2021.

William L. Hart