How to build a marketing tech stack for your law firm

The right tools can streamline processes, improve efficiency and drive measurable results, so establishing an effective marketing tech stack can make a massive difference for your law firm. Building this tech stack requires a strategic approach tailored to the unique challenges of the legal industry. 

Top Class Actions’ Content Distribution and Engagement Manager Ethan Shurson recently shared some tools to consider and ways to improve your law firm’s marketing tech stack.

Building the right strategy

Before testing new platforms and tools, it is important to have a strategy and a plan for your tech stack. Start by setting clear goals that define your objectives and establish key performance indicators (KPIs). As you craft your stack, make sure you are budgeting wisely and prioritizing the must-have features and tools. 

Essential components of a legal marketing tech stack

Customer Relationship Management (CRM): Platforms like Zoho, HubSpot and Salesforce help manage leads, track interactions and optimize follow-ups.

Call-tracking software: Tools like CallRail and Invoca provide insights into inbound calls. This information can be used to refine your campaigns.

Website and SEO tools: A well-optimized website built on a platform like WordPress, coupled with tools like SEMrush and Google Analytics (GA4), enhances search visibility and tracks consumer behavior.

Advertising and PPC management: Google Ads and Meta Ads offer targeted advertising solutions to attract the right audience.

Social media management: Platforms like Hootsuite and Sprout Social make scheduling and engagement seamless.

Email marketing: The right platform depends on your audience size—Mailchimp, Zoho Campaigns or legal-specific solutions like Lawmatics support drip campaigns and outreach.

Reputation management: Birdeye helps firms monitor and respond to online reviews on platforms like Google and Yelp.

Compliance and security: OneTrust ensures marketing efforts align with privacy regulations.

The future of legal marketing tech

The next three to five years will bring AI-driven automation, hyper-personalization, and first-party data strategies to the forefront. Staying ahead of these trends will ensure your law firm’s marketing tech stack remains efficient and effective.

If you find that your firm needs additional marketing help, our experienced digital marketing team can help you find the perfect plaintiffs for your class action lawsuit, mass tort, mass arbitration or single-event case. Contact us to learn more.