Legal marketing – Digital Presence to Professional Development

This week, CarusoPR is at the ISBA Solo and Small Law Firm Annual Conference in Itsaca, Illinois talking with lawyers about how they can standout amid the competition and develop new business relationships. With over 25 years experience working with lawyers, we understand how to best position individual attorneys and firms of all sizes to attract, retain and grow their client base.

Lawyers need to pinpoint their marketing objectives and develop a strategic marketing communications plan that encompasses a variety of tactics. These tactics may include everything from social media integration and professional development to media relations and advertisement creation.

A well-rounded and strategically developed digital presence is a vital component of a lawyer’s marketing communications plan and is an invaluable tool that helps unlock business potential. By identifying the unique attributes and credentials that set you apart and effectively integrating them across multiple communication channels you will be able to better reach current clients, potential clients and develop strong referral sources.

A strong website is the most essential part of a lawyer’s digital marketing mix. A strong website is able to attract and retain business and serves as a platform to introduce you and your firm to new referrals and other sources for business development. Dynamic, interactive websites offering valuable content provide a platform to differentiate your practice in the marketplace.

CarusoPR ensures that every element of your marketing communications plan aligns with and supports your strategic business goals leading to exposure and new clients.



Several marketing companies are choosing to focus exclusively in owned or earned media.

Owned media are the platforms where the brand has total control and some will argue a stronger influence. Theses include your website, mobile app, social presence (although you can easily loose control without a plan in place), email marketing and advertising.

Earned media is also known to the public relations industry as media relations. It is the art of securing placements in editorial outlets such as the news media and blogs.

As to which one has the most influence depends on the audience. To some a high Google ranking for a website and a strong social media presence is enough to convince them of the product. Others find an endorsement of an objective journalist to be more of a value.

At CarusoPR we take a different approach. We believe owned and eared are equally important and compliment each other. It is critical for brands owned media presence to be in line with the earned messages being delivered. We take a holistic approach to marketing on all channels, with the goal of reaching the largest audience.

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