Legal Marketing Core Course (LMCC)
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Module 0: Read this first before proceeding

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

Module Overview
Lesson 1 - The current state of the legal market
Lesson 2 - What is marketing?
Lesson 3 - What is legal marketing?
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
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
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

Welcome to the Resources section
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
Final Quiz
What's Next?

Legal Marketing Core Course (LMCC)

The Legal Marketing Core Course (LMCC) serves as the official course to obtain the Certified Legal Marketing Associate™ (CLMA) credential offered by the Legal Digital Marketing Institute.