• $197

Legal Marketing Core Course (LMCC)

  • Course
  • 83 Lessons

In this course, participants will learn the fundamental concepts of legal marketing, how to create a successful marketing plan, and how to develop and execute a legal marketing strategy for their legal practice. Associated credential: Certified Legal Marketing Associate™ (CLMA).

Welcome to Legal Marketing Core Course (LMCC)

Master the fundamentals of legal Marketing, drive success for your law firm, and get certified.

Enroll in our core legal marketing course to learn the fundamentals of legal marketing and transform your practice with actionable strategies and insights.

Whether you are looking to kickstart your career in legal marketing or aiming to elevate your law firm's marketing strategies, this course is tailored just for you.

Why choose our Legal Marketing Core Course?

  • The LDMI bring real-world experience to help you grasp complex marketing principles easily.

  • Apply what you learn with hands-on exercises that reinforce lecture material and help you internalize effective marketing tactics.

  • Test your knowledge as you progress through each module. Our quizzes are designed to consolidate your understanding and ensure you are on track.

  • Enhance your learning with access to high-quality, downloadable materials that you can review anytime and use to refine your marketing plans.

  • Earn the Certified Legal Marketing Associate™ (CLMA) credential, an entry-level certification that validates your knowledge of core concepts and strategies of legal marketing.

Here's what you'll learn by signing up to this course

  • The fundamental concepts of marketing that every legal professional needs to know.

  • How to build a legal marketing plan from scratch.

  • How to execute a successful legal marketing strategy step-by-step.

Who should enroll?

This course is ideal for legal professionals at all levels, including marketing managers within law firms, attorneys who manage their own practices, and anyone interested in understanding the dynamic field of legal marketing.

Course Content

To earn your certification, you must watch all the video lessons, pass the in-lesson quizzes and the final quiz.

Module 0: Read this first before proceeding

Course Instructions
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Course Compliance
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Attorney advertising guidelines
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Ethical practices in legal marketing
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Using the word EXPERT for advertising purposes
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Traditional marketing vs legal marketing
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Module 1: Introduction to Legal Marketing & Sales

Module Overview
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Lesson 1 - The current state of the legal market
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Lesson 2 - What is marketing?
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Lesson 3 - What is legal marketing?
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Lesson 4 - The difference between marketing and sales
Lesson 5 - The difference between traditional marketing and digital marketing
Lesson 6 - What is a market?
Lesson 7 - The total addressable market (TAM)
Lesson 8 - What is relationship marketing?
Lesson 9 - What is a marketing plan?
Lesson 10 - SMART Goals
Lesson 11 - Segmentation and Positioning
Lesson 12 - The marketing mix
Lesson 13 - Concepts of goods, services, and ideas
Lesson 14 - Environment in which legal marketing operates
Lesson 15 - Behaviour of the consumer of legal services
Lesson 16 - Conducting market research
Lesson 17 - Selecting the target market for a legal service provider
Lesson 18 - How to set prices for legal services
Lesson 19 - Concepts of advertising and public relations
Lesson 20 - The concept of value proposition
Lesson 21 - How to create a value proposition for a law firm
Lesson 22 - The concept of unique selling proposition (USP)
Lesson 23 - The sales funnel and its stages
Lesson 24 - The concepts of up-selling and cross-selling
Lesson 25 - What is prospecting?
Lesson 26 - What is a sales pitch?
Lesson 27 - What is lead generation?
Module Quiz
LMCC MOD1 - Module Transcription.pdf
LMCC MOD1 - Slide Deck.pdf

Module 2: Building a legal marketing plan for your legal practice

Module Overview
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Lesson 1 - What is a legal marketing plan?
Lesson 2 - The components of a legal marketing plan
Lesson 3 - The executive summary: understanding its role and key elements
Lesson 4 - How to write a mission statement that reflects your legal practice's values and goals
Lesson 5 - Conducting a market analysis: tools and techniques
Lesson 6 - Applying SWOT analysis to uncover strategic marketing directions
Lesson 7 - Identifying key competitors and analyzing their strategies
Lesson 8 - Creating a buyers persona for targeted marketing efforts
Lesson 9 - The importance of establishing clear and measurable marketing objectives
Lesson 10 - Crafting a pricing strategy that aligns with your marketing positioning
Lesson 11 - Choosing the right channels to reach your target audience
Lesson 12 - Budgeting for marketing activities: Allocation and optimization
Lesson 13 - Putting everything together in a documented plan
Lesson 14 - Monitoring and adjusting a legal marketing plan
Module Quiz
LMCC MOD2 - Module Transcription.pdf
LMCC MOD2 - Slide Deck.pdf

Module 3: Executing a successful digital marketing strategy for a legal practice

Module Overview
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Lesson 1 - Introducing the case study: Anderson and Smith LLP
Lesson 2 - Reviewing the legal marketing plan before moving forward
Lesson 3 - The social media marketing strategy for Anderson & Smith
Lesson 4 - The content marketing strategy for Anderson & Smith
Lesson 5 - The paid advertising strategy for Anderson & Smith
Lesson 6 - The community management strategy for Anderson & Smith
Lesson 7 - The SEO strategy for Anderson & Smith
Lesson 8 - The email marketing strategy for Anderson & Smith
Lesson 9 - Website optimization and automations for Anderson & Smith
Lesson 10 - Measuring results and applying changes to the legal marketing plan
Lesson 11 - Documenting lessons learned for future legal marketing strategies
LMCC MOD3 - Module Transcription.pdf
LMCC MOD3 - Slide Deck.pdf

Course Resources

In this module, you'll find a list of resources to complement your learning experience.

Welcome to the Resources section
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LMCC Course Exercise.pdf
LMCC Action Items & Strategies.pdf
LMCC Legal Marketing Plan.pdf
LMCC Resource - 97 marketing terms that every lawyer needs to know.pdf
LMCC Resource - Setting realistic marketing goals for a law practice A strategic approach.pdf
LMCC Resource - Measuring the impact and ROI of legal marketing efforts.pdf
LMCC Resource - The key elements of a comprehensive legal marketing strategy.pdf
LMCC Resource - Budgeting and Resource Allocation.pdf
LMCC Resource - The power of client reviews and testimonials in legal marketing.pdf
LDMI Resource - Recommended Books & Publications.pdf

Earn your Certified Legal Marketing Associate™ (CLMA) credential

Final Quiz Instructions
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Final Quiz
What's Next?
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About the Certified Legal Marketing Associate™ (CLMA) credential

The Certified Legal Marketing Associate™ (CLMA) certification was created for professionals who are starting their careers in the field of legal marketing. Recipients of this certification have demonstrated basic knowledge of legal marketing and are able to support marketing efforts in law firms and legal departments.

Additionally, you'll get

  • A free PDF copy of the book Become a Legal Digital Marketer (Second Edition).

  • 30% discount on the CLDM exam voucher. Available Q1 2026.

Frequently asked questions

You’ve got questions. We’ve got answers.

How long do I have to complete the course?

You can take as long as you want to complete the course.

How do I apply for the CLMA credential?

Once you complete the course, send us an email at support@legaldminstitute.org to verify course completion and to proceed with issuing your certification and badge through the Certifier platform.

How long it will take to receive my certification after completing the course?

You will receive your certification and badge through the Certifier platform within a period of 1 to 3 business days.

Do I need to notify LDMI after I complete the course?

As of today, yes, you need to send us an email at support@legaldminstitute.org to proceed with issuing your certification and badge.

Enroll now and start learning how to build and execute a successful legal marketing strategy for your legal practice!

About Certifier

All LDMI’s certifications and badges are issued through the Certifier platform, so you, employers, recruiters, and anyone interested are able to verify your certification status and achievements. Once you complete an accredited course you will receive your certificate and badge through Certifier within a period of 1 to 3 business days.