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Digital Marketing for Law Firms Certification

About The Course

Our Digital Marketing Certification Course for Law Firms is the only course of its kind specifically designed for lawyers and marketing professionals at law firms. The course is taught by Guy Alvarez, a former practicing lawyer and founder and CEO of Good2bSocial. Guy brings in-depth experience from the field to the classroom each day, providing invaluable insights and strategies that work best for law firms.

The course curriculum encompasses eight challenging sessions, the first of which is free. Each is designed to provide legal marketers and lawyers with the knowledge and insights needed to successfully craft and manage digital marketing campaigns capable of driving business development success:

  • Session 1: Introduction to Digital Marketing (Free Enrollment)
  • Session 2: Content Marketing
  • Session 3: Social Media Marketing
  • Session 4: Social Media Advertising
  • Session 5: Search Engine Optimization (SEO)
  • Session 6: Search Advertising
  • Session 7: Email Marketing
  • Session 8: Measurement and Analytics

Full certification requires the successful completion of all eight sessions included in the course curriculum. However, prospective students may purchase individual sessions for $150 each or register for the entire certification program at a discount. 

What You Will Learn

Following the completion of the course, students who graduate will receive a certificate that they can use on their LinkedIn profile. Alumni will also be able to join a private LinkedIn group to share best practices, ideas and continue their

Upon successful completion of all eight sessions, attendees will have acquired the knowledge and skills necessary to:

  • Develop social media campaigns that generate a meaningful ROI
  • Create the right content for the right people at the right time
  • Generate qualified leads through paid search and paid social
  • Create, test, optimize and report on the performance of email marketing campaigns
  • Establish analytics benchmarks to draw actionable insights about your digital marketing efforts
  • Build an SEO strategy that enhances your search visibility and lets your rank highly on search engines

Upon graduation, students who have completed the entire curriculum will receive a certificate they can use on their LinkedIn profile. Alumni will also be able to join a private LinkedIn group to share best practices, exchange ideas, and continue their learning.


Session 1: Introduction to Digital Marketing
You will begin with an introduction to fundamental concepts of digital marketing, before diving headfirst into strategy. This session takes you through all the basics, helps you explore the buyer’s journey and stays rooted in practice. The goal is always to keep things clear and actionable.  Watch Session #1 for Free. You must create a username and be logged in to access.

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Session 2: Content Marketing
Gain intelligence to fuel your content strategy so that you know how to craft the right content, for the right audience, at the right time. You’ll learn how to develop a content strategy that resonates with your target audience, ways to successfully employ content assets, how to measure results to know what’s working and what’s not, and strategies to drive new leads.

Session 3: Social Media Marketing
Learn how to build an authentic and strong brand on social media. We’ll teach you how to craft a social media strategy for your target audience across all of the leading social media networks. You’ll learn how to communicate effectively, build and maintain a following, and extend the reach and engagement of your messages.

Session 4: Social Media Advertising
Learn to leverage paid channels to get your firm’s message to your target demographic. Select the channels that will drive the most impact for your brand, and learn to draft messaging and select ad units that suit your campaign objectives. This course gives marketers the knowledge and skills they need to use LinkedIn Ads, Facebook and Instagram Ads, and Twitter Ads most effectively.

Session 5: Search Engine Optimization (SEO)
Gain an understanding of search engine algorithms and how they affect organic search results and websites. Building on this knowledge, you’ll learn the key elements for creating an effective SEO strategy, including how to select keywords and perform keyword research and how to conduct on-page SEO analysis to identify opportunities to improve website rankings.

Session 6: Search Advertising
Learn bidding strategies, and best practices to create effective advertisements on Google Ads. We’ll dive into the Google Ads interface, talk through real-life examples and actionable tactics to improve click-through rate, lower spend and maximize performance.

Session 7: Email Marketing
Learn how to create, test, optimize and report on the performance of email marketing campaigns. You’ll learn how to re-engage your clients using email, learn email copywriting strategies, and understand the rules and regulations that dictate what you send.

Session 8: Measurement & Analytics
Understand how to set key performance indicators to track and monitor success. Then get hands on experience with key tools, including Google Analytics, to better understand your marketing performance.

What Our Clients are Saying

The digital marketing certification class is worth it! The sessions are reinforced by weekly homework assignments (articles, videos, podcasts). I found the information valuable, timely, and useful for my daily responsibilities.

- Brandy Dietz, Waters Kraus & Paul
Karen completely flipped the way I view business development for lawyers. She taught me real-world skills that were immediately applicable to my day-to-day responsibilities. Not only has she reinvigorated my desire to help attorneys, but she has helped me motivate them as well.

- Tracy Tabb, Brown & James
Guy’s sessions were clear, concise and he was always available to answer questions throughout the course – and thereafter...

- Holly Maxwell, Squire Patton Boggs
Guy’s informative, yet approachable, training on social media, SEO and Google Analytics helped our entire team better understand and then implement best practices for our site and mobile platforms.

- Leslie Gross, Saul Ewing Arnstein & Lehr LLP
Thank you again for an engaging and actionable course.

- Caitlin Whitehurst, Troutman Pepper

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How advanced is the Digital Marketing Certificate Course?

The course will give you an in-depth overview of essential digital marketing skills to help you get started in SEO, email marketing, organic and paid social, Google Analytics, Google Ads, and more. While extensive, the course can be considered beginner-friendly.

Are there any prerequisites for this course?

Good2bSocial’s Digital Marketing for Law Firms Certification was created for those who are new to digital marketing or have experience with one aspect of marketing and are looking to learn new channels and techniques. There are no prerequisites for this course and it’s suitable for those looking to brush up on their digital marketing skills or professionals who want to dive into something brand new.

How will this certificate help me?

It depends on who you are…

If you’re a marketing professional, this certificate can make you more valuable to your firm, which is the surest way to get that raise or promotion you likely already deserve (but don’t have a tangible reason to request).

If you’re a CMO or Director of Marketing, this certification is a great way to learn digital marketing yourself. It’s also a great way to train and certify members of your own team to ensure that they’re up to speed on the latest trends and best practices.

If you’re looking to work for a law firm, this certificate can set you apart from other candidates who merely have a business or marketing degree, but specialized skills that law firms today are desperately seeking.

What digital marketing tools will I learn?

Throughout the course, you will learn to work with tools that help you become a more efficient and effective digital marketer.

You’ll get hands-on experience with LinkedIn Advertising, Google Analytics, Google Ads, and more, to help you build a cohesive paid or organic campaign.

What is required to receive my certification?

In order to receive your certificate, you need to watch all course videos, complete written assignments and 10-minute multiple choice quizzes. You will also need to complete the course survey.

Do I Need to Enroll in the Entire Curriculum?

No. While you may choose to enroll in the full curriculum at once, you also have the option of purchasing individual sessions for just $150. However, certification is only granted once a student has completed all eight sessions in the curriculum.

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