How to Build an Online Marketing Strategy for a Law Firm | Good2bSocial media

Your future clients are almost certainly online, and that’s where they’ll be looking for your services. However, planning strategies to gain online visibility can be complex and even overwhelming. How can you create an effective, flexible, and ready-to-execute digital marketing strategy? In this article, we break down law firm online marketing strategies that firms can use to improve their digital presence.

What is a digital marketing strategy – and how does it differ Marketing strategy?

An overall marketing strategy is a plan for achieving particular marketing goals. The plan should describe achievable and targeted efforts. Effective plans consider what your business is already doing well and areas for improvement.

A digital marketing strategy helps your business plan at a more specific level. This type of strategy supports specific digital goals through carefully selected online marketing channels. Most digital channels fall into the categories of owned, earned, and paid media. A digital campaign is an action within your digital marketing strategy that advances one of your goals.

To understand how all of these elements work together, think about the larger marketing goals of your business. If one of your important goals is to increase lead generation this year, your marketing plan mention this objective and specific initiatives, such as social media. Your digital marketing plan would dictate the number of leads you want to generate on social media and the methods for doing so. The digital campaign would be the activities you plan that help generate those leads on social media (for example, using a lead magnet on LinkedIn).

How to Build an Online Marketing Strategy for a Law Firm

It’s important to be intentional with your digital marketing strategy. You need to know what you want to accomplish and what is available to you to do it. Do you already have the necessary tools or will you need to invest to execute your tactics? Follow these steps to develop an online marketing strategy for a law firm.

1. Create Customer Personas

For your marketing to be effective, you need to know who you are trying to reach. A detailed customer character will help you set up relevant campaigns. If you haven’t created customer personas yet, start by documenting things like demographic and psychographic information. Start with location, position and age, then go deeper with their needs, common challenges and priorities.

2. Consider your digital marketing goals and the tools needed

Remember, digital marketing goals should be tied to overall marketing goals — and those goals should be tied to broader business goals. As we mentioned above, if one of your important business goals is to acquire more new customers, your marketing plan may have a lead generation goal. Then your digital marketing plan might have goals around generating new leads on a specific channel, like social media. From there, determine whether or not you have the tools to do these things and measure your activity. How will you execute these digital campaigns and how will you know if you are successful?

3. Review your existing digital channels and other assets

Initially, you need to look at the big picture to get an idea of ​​which channels and assets to include in your strategy. Gather everything you have, then organize your materials. Many experts suggest using an “owned, earned, and paid” media framework.

  • Owned media – As the name suggests, owned media is content or an asset that belongs to your company. Things like your website, social media profiles, and blog content are all owned media – things over which you have complete control.
  • Earned Media – The exposure you gain through word of mouth or any other form of positive recognition is called earned media. Examples are content you post on other websites, public relations work, or customer testimonials on third-party sites.
  • Paid Media – When you spend money to capture the interest of your target market, this is considered paid media. Consider things like Google Adwords, paid social postssponsored posts on other websites or any other medium where you pay for increased visibility.

4. Audit your current media campaigns and plan additional campaigns

Owned media is usually the most important and vital part of a digital marketing strategy. It usually comes in various content forms, such as blog posts, e-books, infographics, or podcasts. Incorporating content into your digital marketing plan is essential, regardless of your goals. Start with this process:

  • Document existing content- Make a list of any content you already have and rank each item based on how helpful it is in achieving your goals.
  • Find gaps in this content- Based on the personas you have created, see what content needs to be developed. Think about what is working well and what topics still need to be covered in your content plan.
  • Develop a content creation plan- Based on the previous two steps, start documenting the content needed to achieve your goals. Create a document with a content topic, a title, the purpose it is for, the channels you will promote it on, and the priority level.

5. Perform the same process for earned and paid media campaigns

Chances are you have more media than other formats, so after completing this audit, move on to the other categories. Look at where your traffic and leads are coming from. Rank each media source from most effective to least effective, based on your goals. You will likely need to use third-party analytics tools to get this information. Determine what type of content will work well in your strategy based on historical data and what forms of content you need to create to fill in the gaps you’ve uncovered.

6. Create a cohesive plan and document it

After completing this research, you should have a clear view of the key elements of your strategy. Develop a strategy document that outlines the series of actions you want to take to achieve your goals. Make sure all of your tactics are research-based and noticeable gaps in your content strategy.

7. Monitor and optimize

Once you’ve started executing your plan, be sure to keep an eye on how things are going. Use tools like Google Analytics or HubSpot to see what content resonates and how it helps achieve marketing goals. Depending on what you learn, you might want to make some changes to your strategy. Use the information you learn to optimize future campaigns.


There is no one-size-fits-all approach to increasing your digital presence. The important thing is to document the specific actions you will take to achieve your marketing goals. We suggest doing this in the most efficient way for your team. The important thing is that everyone understands the plan and how to execute it, regardless of its format. We can help you develop a omnichannel digital strategyincluding a digital audit, in-depth SEO analysis, strategy development, and program execution and management.

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