Send us a message below or view our full Contact details

Your name
Your email address
Message
  • 2019
    • May
    • April
    • March
    • February
    • January
  • 2018
    • November
    • October
    • September
    • July
    • June
    • May
    • April
    • March
    • February
    • January
  • 2017
    • December
    • October
    • August
    • July
    • June
    • May
    • March
    • February
    • January
  • 2016
    • December
    • November
    • October
    • September
    • August
    • July
    • June
    • May
    • April
    • March
    • February
    • January
  • 2015
    • December
    • November
    • October
    • September
    • August
    • July
    • May
    • February
    • January
  • 2014
    • December
    • February
  • 2013
    • December
    • November
    • February
    • January
  • 2012
    • December
    • November
    • July
    • June
    • April
    • January
  • 2011
    • December

Industry Focus - Legal Marketing

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

Feedback:

Cygnet Group
Matthew Kimpton-Smith, Group Managing Director
"By January 2013 our Sales and Marketing functions had been ‘lumped together’ without any real distinction between the two disciplines, and without any specific marketing expertise within the business."
View more feedback