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Getting ahead in legal marketing

25 February 2022 / Dominic Ayres
Issue: 7968 / Categories: Features , Profession , Career focus
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How to succeed & advance in the world of legal marketing: Dominic Ayres offers some valuable insight
  • 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

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NEWS
Robert Taylor of 360 Law Services warns in this week's NLJ that adoption of artificial intelligence (AI) risks entrenching disadvantage for SME law firms, unless tools are tailored to their needs
From oligarchs to cosmetic clinics, strategic lawsuits against public participation (SLAPPs) target journalists, activists and ordinary citizens with intimidating legal tactics. Writing in NLJ this week, Sadie Whittam of Lancaster University explores the weaponisation of litigation to silence critics
Delays and dysfunction continue to mount in the county court, as revealed in a scathing Justice Committee report and under discussion this week by NLJ columnist Professor Dominic Regan of City Law School. Bulk claims—especially from private parking firms—are overwhelming the system, with 8,000 cases filed weekly
Writing in NLJ this week, Thomas Rothwell and Kavish Shah of Falcon Chambers unpack the surprise inclusion of a ban on upwards-only rent reviews in the English Devolution and Community Empowerment Bill
Charles Pigott of Mills & Reeve charts the turbulent progress of the Employment Rights Bill through the House of Lords, in this week's NLJ
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