Do you know who your target audience is?
Do you know where they congregate online?
If not... you could be wasting a lot of time and money, promoting your Law Firm on Social Media Platforms such as LinkedIn, when perhaps you should really be focusing on Google, Facebook, and Instagram Ads.
Still a great way to show thought leadership and build communities around specific areas of the law.
Understand your audience and what they want or need. Then engage them with interesting and compelling information they can't find anywhere else.
Big or small, it's all important for digital marketing. Use tools to collect, track, harvest and analyze.
Or find someone who can.
Along with your website, this is the core of your digital marketing strategy. You'll need some kind of CRM and email delivery system. Don't broadcast or promote incessantly. Engage with conversation, links and invitations to connect with lawyers and the firm.
Maybe not for real business development efforts for most firms, but why not use it for recruiting, community engagement, pro bono and other aspects of your firm and lawyers?
Where all your SEO (Search Engine Optimization) efforts should be focused. And your Google Ads efforts. And don't forget about Google My Business as well.
Your website still matters, even if your homepage gets less traffic than other pages in your site. Make it dynamic, not static, and easy to access and navigate on a Smartphone...in other words make it "Responsive".
These are a great way to communicate complicated information clearly and concisely.
You're now a publisher, not a PR agency. Write like a publisher. Distribute like one. And engage your audience in ways that other publishers still don't
Figure out what they are and measure, measure, measure!
If your lawyers don't each have a profile and aren't connect to one another and their clients, you're missing the boat. And don't forget about firm pages, its publishing platform, special interest groups and other business development opportunities that keep getting rolled out regularly.
Pay attention to your nascent CRM system and some other bits of pieces of marketing technology. Your competitors certainly will, if they aren't already.
Tried-and-true-and-tried-again, but they're still a standard-bearer for delivering content to your audience via email or the web. Just make sure they're high-quality and interesting.
Yes, they can be the bane of many marketers. But whether it's Chambers, Legal 500, Best Lawyers, Avvo, Lawyers.com or someplace else, you should keep those listing most important to your firm as updated as possible.
Still an emerging medium, digitally, but one that is gaining ground quickly. Think of it as old-time radio that has been reborn and as a great way to show your thought leadership.
The ballgame for digital content. Everything you do digitally should be excellent, just like your firm's lawyering.
Products you just searched for and travel destinations you've just booked appear in ads on social media and other sites, thanks to cookies. Not for privacy fans, but it definitely helps keep things in front of your prospects on the Web.
The most underused social medium for lawyers and law firms, but a tremendous marketing tool for thought leadership.
The second-most underused social medium for lawyers and law firms.
The digital work is filled with noise. Be as different as you can be, and still be comfortable with yourself and what you're doing.
The holy grail of digital marketing, when other people do your work for you with your content, pushing it out beyond just your initial audience.
Old-school digital marketing that is often taken for granted but is still effective (and efficient).
Without this markup language used for a number of different things Web-related, SEO (among other things) would be much more challenging.
Still the standard-bearer for delivering video content. It's grown up a lot in the past few years. It has, and perhaps always will, eclipse Vimeo.
The sound your digital marketing makes when it really takes off!
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