Building a digital marketing team at a law firm isn’t easy. It’s exciting and daunting, like assembling a jigsaw puzzle without the box cover.
I remember feeling a mix of thrill and terror many years ago: thrill at the possibilities, terror at the responsibility.
Step 1: Get the right pieces in place. I began by identifying the skills we needed. What did the firm need to thrive in SEO, content marketing, social media, and events?
In a law firm, you often need a mix of creative marketers and those who understand the nuances of legal services. For example, from a team I worked with about 10 years ago, our content specialist didn’t just write well; she knew how to make legal updates sound interesting to clients.
Step 2: Hire (or train) for culture fit. Law firms have a unique culture; marketing teams succeed when they align with it and gently push it forward.
I looked for people who could work with lawyers and bring fresh ideas.
One hire I made was a former paralegal turned marketer – talk about understanding both worlds! That blend of firm knowledge and marketing savvy was a win for us.
Step 3: Secure leadership buy-in. Early on, I presented a mini “marketing 101” to our partners, showing how each new team role would help bring in business.
Getting buy-in wasn’t just about budget – it was about trust.
When firm leadership understood why we needed an SEO professional or a social media manager, they championed the team-building effort.
The result? A tight-knit team that punched well above its weight. We had specialists, but everyone pitched in across tasks when needed – no, “that’s not my job” here. The camaraderie we built meant that when a deadline loomed, the whole team rallied like an army of one.
