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Industry Focus - Legal Marketing

helen • September 3, 2018

Marketing for Law Firms

A key benefit of working with Marketing Doris is that we are not industry specific, after all the principles of marketing can be applied to any industry and a fresh pair of eyes can be an advantage.

So, what’s the point of this article then? After six years working with a legal firm delivering their marketing, the key things I have learnt are:
  • Objectives – whatever the industry it is still imperative that there are goals set. For legal practices, these are likely to be firm wide and by department or location
  • Messages – communication needs to be tailored to the right audiences for the service being delivered; businesses and private client customers. Appropriate language and using non-legal jargon are important to avoid alienation
  • Benefits – typically when people need to engage a solicitor it is down to necessity. For more transactional services price may be a factor, though the service and expertise are usually the key elements
  • Activities – identifying (and maintaining) the right mix of traditional and digital marketing tactics for the practice will depend on several factors; type of service, region, objectives, budget, resource and performance measurement
  • Guidelines – the legal market is (quite rightly) regulated and the marketing activity must be compliant.
Marketing Doris will work with law firms to:

  • Review your existing marketing activities and performance against your business objectives and provide suggestions for change
  • Develop a Marketing Strategy and suggested Marketing Activity plan, which could include:
    • Online marketing activity (development of website i.e. content / SEO good practice implementation, social media management, use of online directories and potentially other online tactics)
    • Advertising - identifying the right publications, media buying, scheduling, copywriting, graphic design brief
    • Direct marketing - following GDPR guidelines, development and distribution of letters / e-shots / e-newsletters 
    • PR - identifying news stories, developing relationships with key media contacts, copywriting and distribution
    • Event management - from concept to invitation to on the day support to post event follow up
    • Development or creation of marketing materials
    • Copywriting of website content, news or blog articles
    • Provide an overall management of the Marketing activity
    • Co-ordination with Senior Directors, Partners and Management teams
    • Measurement and monitoring of marketing activities
    • Budget management
    • Monthly reporting
    • Management and liaison with third-party Marketing suppliers and agencies i.e. graphic designers, photographers, website developers, SEO agencies, printers, sign writers, publications etc.
    • Develop a Marketing function
    • Creation of a new marketing role; writing job description, interviewing, induction / handover
    • Management or mentoring
To discuss your Legal Marketing requirements, contact Helen Stott on 0790 3727750 or email helen@marketingdoris.co.uk

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