Getting ahead in legal marketing

• Understanding and adapting to the particular challenges of the legal industry is vital for marketing professionals.
• Knowing your clients and engaging relevant stakeholders is critical for success.
• Career advancement requires continuous personal development and a flexible outlook.

If you are considering a career in legal marketing or have recently moved into the industry from a business-to-consumer (B2C) organisation, it is important to understand some of the critical differences to adapt and develop your career in the industry.

Law firms face a particular challenge in that their ‘product’ is typically their people providing a service (and so is intangible). Most marketing degrees focus on tangible products in a B2C environment; however, the legal industry is more challenging because advisers are tasked with marketing and creating opportunities to advise clients. Furthermore, you have to work with a variety of stakeholders.

The lawyers you work with are often highly educated and are sought after