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