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Four tips for new legal marketers

We all remember that first day walking into the firm. For me, I was intently looking for the lock up. After binge watching Law and Order as a kid, criminal law and police drama was my only experience with the law.

It didn’t take long for reality to set in and prove that my preconceived notions of working in legal were completely wrong!

Fast forward ten years later and my understanding of legal has completely changed with experience, so I offer you these four simple tips to help prepare you for a rewarding career in legal marketing:

  1. Have a plan. Whether it’s producing a blog, writing a press release, or designing a practice brochure, have a plan in place for consistent workflow, approvals and signoff. Lawyers’ time is extremely valuable (typically billing every six minutes, and with expectations to bill X amount of hours in a year, marketing can be low on the priority totem pole), so have a plan and follow it every time. If there is one thing they know well, it is process. Create one and stick to it.
  2. Know your stuff. Make sure you take time to continuously learn your craft. Part of your role is educator, so you need to be on your toes, ready to respond at any moment. Stats, numbers, and references should be part of your arsenal. More importantly, do not make shit up. Lawyers can smell fear, and the last thing you want to do is dip a bit of blood in the water voluntarily. The LMA is an amazing resource for expanding your knowledge and staying on top of the latest trends.
  3. Work with the willing. This one is self-explanatory, but only working with the willing is harder than it seems. Invest your energy in the lawyers/attorneys who see the value you provide, and do not waste your energy on those who do not.
  4. Forget the bus, watch out for the semi. Your department’s credibility is critical. Hold yourself accountable every single day, and never, under any circumstances throw a member of your team under the bus. This can be challenging, as you will find yourself in difficult situations with people who went to university to sharpen their skills of never being wrong. Support your team, even other service departments, in every situation.

A career in legal marketing can be highly rewarding, once you’ve navigated the nuances of the industry. If you’re interested in chatting more about legal marketing over a coffee or beverage, reach out to Jon or Amish at LMA 17. We love meeting the great folks who fight in the trenches with us.

If you are attending the LMA 17 conference in Las Vegas, be sure to enter our BeatsX and $2500 worth of marketing consulting giveaway!

 

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