What is marketing in a law firm?

Law firms have some of the most talented and creative minds at the helm of their marketing teams, driving the brand of a firm and reinforcing their culture. The importance of connecting a firm to its clients in a competitive market is something which marketeers have honed over time – this could be from compelling social media campaigns to brilliantly crafted articles and thought leadership pieces. 

With constant developments in technology and how we absorb information, a marketing professional needs to constantly keep a finger on the pulse of new and upcoming tools to remain market leading and revolutionary. You need to be steps ahead of the competition and be able to utilise these skills effectively and seamlessly – weaving a cohesive picture of the firm and connecting to the audience in an engaging way. 

Key Responsibilities 

We’ve all heard the saying that ‘your reputation precedes you’ – but how do you build that reputation in the first place and how do you ensure it’s a good one? Where do you start with enhancing a firm's visibility, attracting potential clients, and reinforcing existing relationships?

Here's where you, as a Marketing Assistant, come into play.

Written Content 

Grabbing the attention of an audience who naturally now absorbs information through scrolling and pausing momentarily is difficult. With information overload and having the world at your fingertips, crafting engaging and compelling content is a real skill. You will be responsible for creating insightful blog posts, newsletters, and social media updates which highlights the firm's expertise. Engaging with your audience and delivering valuable insights will help establish the firm as a trusted authority in the field.

Digital Content and Tools

Digital covers a broad spectrum. You may be creating imagery for use on social media platforms, managing the back end of a firm’s website or using SEO to ensure coverage amidst the expansive world of the internet. You will likely manage or assist with managing the firm’s social media presence, which includes engaging with the audience and encouraging traffic to articles and the firms’ website. Firms often use LinkedIn, Twitter, Facebook and Instagram to interact with its audience, which relates back to the above point of how firms are integrating with technology to revolutionise its exposure and target specific groups.

Analytics 

What’s the point of all this hard work if it’s not reaching the desired audience or hasn’t got the engagement you were hoping for? This is where analytics plays a key part in helping you to see how well your content and campaigns have fared. Analysing the data and metrics will help inform your insights into website traffic, social media metrics, and campaign performance, this is turn will help shape and direct future marketing campaigns to build on your impact.

Relationship Building 

The ability to effectively communicate with partners, clients, and stakeholders is essential within marketing. Building trusted relationships and being an excellent communicator will enable you to nurture close bonds and relationships – facilitating a more seamless approach and becoming a trusted advisor. 

Events

Some firms have a dedicated events team, but often the marketing team are responsible for planning, producing and hosting firmwide internal and external events. You may be assisting with producing an event or taking care of the whole process from sending invitations to liaising with external suppliers, setting up the AV equipment and planning speakers. Events can range from networking events and seminars to conferences or roundtables. Events are now virtual too – so webinars are a feature in many firms’ repertoire.

Career Progression 

Marketing is an ever-changing and exciting environment. Being so multi-faceted and varied, you will never find yourself twiddling your thumbs. The pathway to Coordinator, Executive, Senior Executive and beyond is clear and attractive. Continually building on your skills and learning new marketing tools will secure success, you just have to be curious and passionate. 

You may decide to diversify your skills in the future and lean more into your talents within digital and pursue a digital-focused marketing career (think SEO, data analytics, social media management and visual content creation), or you may decide that article writing and content creation is your strong suit so you want to move into a communications and PR-focused role. There are many options open to you in the future where you can learn and develop new skills within marketing. It’s a very popular and varied career, guaranteed to fulfil creative and curious minds.