Marketing a Law Firm: The Essential Guide to Building a Legal Marketing Team in 2024

When I first began INGAGE in 2019, digital marketing sounded like a luxury item to many. Most lawyers wanted to discuss a website, public relations and a few were interested in email marketing. Everyone was skeptical of the new marketing kid on the block - social media.   

For many law firms, a strong presence is no longer a luxury – it's a necessity. Achieving success requires more than an online presence. Law firms need a well-rounded marketing department equipped with the skills and expertise to attract new clients, compete, and build a strong reputation. 

In this blog, I’ll break down what a robust law firm marketing team looks like in 2024, along with a breakdown of the potential costs involved. Keep in mind, not all firms need an individual or agency in each of these seats. The exact makeup of a legal marketing team will depend on each firm’s goals.  

The Core Legal Marketing Team:

• Marketing Manager: The quarterback of your marketing efforts, the Marketing Manager oversees the entire strategy. This includes budgeting, campaign development, and managing other team members.
• Content Marketing Specialist: A wordsmith extraordinaire, the Content Marketing Specialist creates informative and engaging content (blogs, articles, social media posts, emails) that resonates with your target audience and improves search engine optimization.
• SEO Specialist: The tech wiz behind the scenes, the SEO Specialist optimizes your website and content to rank higher in search engine results, ensuring potential clients can easily find your law firm.
• Public Relations Specialist: A media-savvy relationship builder, the Public Relations Specialist leverages third-party opportunities to generate media coverage for a law firm. 
• Pay-Per-Click (PPC) Specialist (Optional): If your budget allows, a PPC Specialist can manage targeted online advertising campaigns, driving high-quality leads to your law firm’s website.
• Marketing Coordinator: The Swiss Army knife of your marketing operations, this person has a variety of skills including social media posting, community building, events, and more.

Additional Considerations:

• Graphic Designer and/or Video Editor: Eye-catching visuals and videos are crucial for grabbing attention online. A Graphic Designer/Video Editor can create professional graphics and videos for your website, social media, and marketing materials.
• Web Developer: While some law firms may outsource web development, having an in-house developer allows for quicker updates and ensures your website remains technically sound.

The Cost of Building Your Dream Team:

The cost of your marketing team will vary depending on factors like location, experience level, and team structure (in-house vs. outsourced). Below are ballpark figures: 

• Marketing Manager: $60,000 - $200,000+ annually
• Content Marketing Specialist: $40,000 - $70,000+ annually
• SEO Specialist: $45,000 - $80,000+ annually
• Public Relations Specialist: $60,000 - $150,000+ annually
• PPC Specialist: $50,000 - $90,000+ annually 
• Marketing Coordinator: $35,000 - $60,000+ annually
• Graphic Designer: $35,000 - $60,000+ annually 
• Web Developer: $50,000 - $100,000+ annually 

Remember: This is just a starting point. Consider factors like benefits packages and additional tools when calculating your total budget.

A legal marketing agency may be a more cost effective way to secure individuals in each of these seats as the specialists within these firms often work on multiple clients and therefore the cost of a strong team can be significantly reduced. 

Investing in Success

Building a strong marketing department is an investment, but the return can be high. By attracting high-quality leads, developing referral sources, nurturing relationships and establishing your firm as a thought leader, law firms will be well underway to achieving sustainable growth.

By understanding the essential roles and potential costs involved, you can build a marketing team that propels your law firm toward success in the ever-evolving legal landscape.

About the Author

Katherine Doble is the president and founder of INGAGE. Since founding the firm in 2011, Katherine has developed award-winning social media and online campaigns for all sizes of organizations, from top Fortune 500 companies to privately-owned businesses.