Increasingly, we find ourselves speaking to law firms that have an in-house marketing resource. Coming from an in-house law firm marketing background myself, I find it heartening that law firms are recognising the value of having in-house marketing support during these times of unprecedented change in the legal profession. I have worked with some incredibly talented marketing professionals within law firms, professionals who have achieved a seat at the top table of their respective firms and who consistently make a tangible difference to their firm’s bottom line. Increasingly, I’m glad to say, having spoken with many legal sector marketing professionals over the past couple of years, marketing within law firms is increasingly being viewed as an investment, not an expense.
Not every firm has the budget to create a team of in-house marketers, each with niche expertise in a particular area of marketing, to cover every eventuality and need. This generally means that you will be expected to keep an awful lot of plates spinning.
Googling currently advertised law firm marketing manager jobs and having conducted a straw poll of some friends currently plying their trade as in-house marketing professionals, it’s obvious that the role of the modern legal sector marketer has never been as wide or as varied. Law firms today have the requirement for a marketing function that can manage and bring a certain level of expertise to myriad activities, including but not limited to:
- strategy development
- internet advertising
- website development
- content marketing
- search engine optimisation
- social media marketing
And, of course, let us not forget the all-important ordering of the breakfast seminar croissants!
I know from experience that (and appreciating that it can be feast or famine) when managing significant events or tenders for example, there is not a whole lot of time to eat or sleep, never mind keep up with SEO best practice, analyse your website’s conversion rates, develop an engaged social community and manage paid advertising campaigns to boot! (and don’t forget the croissants!). Even within a digital environment such as ours, while our entire team maintains a general awareness of digital marketing current trends and best practice, we employ specialists with niche areas of expertise within the online marketing sphere.
Niche law firm digital marketing
My first contact with Moore Legal Technology came when I was working in-house as a law firm marketer and speaking at a seminar on the subject of social media marketing for law firms. Our MD, Stephen Moore, was speaking at the same event, in his case discussing law firm website best practice and SEO. At that particular time digital marketing was very much part of my remit (I was fortunate to be part of a large in-house marketing team that had niche events expertise, tender expertise, PR expertise etc.), but having listened to Stephen for half an hour, I realised that my knowledge of the subject he was presenting on wasn’t a patch on that of Stephen and his team. Having been exposed to that real in-depth niche expertise, I’m glad to say that my firm at the time agreed that we should instruct Moore Legal Technology to come in and whip our website into shape, which they did with great results (as I’ve come to realise is very much the norm from our team) and thus a beautiful friendship was born!
Getting the most out of your marketing budget
As Confucius said, “To know what you know and what you do not know, that is true knowledge”. I couldn’t agree more. In our experience of working with in-house marketers, the most successful small teams will contain someone who can lead projects, who has solid marketing, sales, and general business expertise who can set the strategy, hold people accountable, coordinate teams, remove obstacles, and communicate with stakeholders. These individuals will also hire external agencies that can put together a team of people and deliver a range of services tailored to their needs rather than try to be all things to all people, including those who like their breakfast meeting croissant warm!
It’s rare to find a marketing professional who can honestly say that they have in-depth expertise across the full remit of their role. It makes sense to maximise your valuable time and marketing budget by bringing in people with in-depth, niche expertise as and when you need it.
Like you, we are dedicated to your law firm’s success. If trusting an external provider is a big step for you, our team is made up primarily of individuals with a legal sector background, including legal marketing professionals, who understand the business of law. We can work with you to help you to deliver a full suite of digital marketing activities and provide you with the data required to show your firm’s Partners how internet marketing has increased your firm’s turnover, enhanced your brand and improved your efficiency.
If part of your remit is to manage a portfolio of outsourced service providers, we’d love to hear from you. For an informal chat about how we can add value to your current marketing efforts please contact Chris on 01413548862 or email