Kristina Oliver explains how in-house marketers can add value to law firms & the bottom line
For many legal marketing departments, one of the biggest frustrations is how partners and fee-earners interact with them. The hierarchical divide alongside the preconception of being a cost centre does little to help this situation. However, by changing your approach and adopting the changes outlined below you can revolutionise collaboration levels and improve relationships across the firm.
Think like a business owner
Marketing mangers should think of their team as their own marketing agency. Start thinking and treating lawyers as if they were clients—ask questions and find out exactly what they are looking to achieve. A happy, engaged client will almost certainly return and spread the word about your services. Equally, an unhappy client will be just as vocal about their experience so always put them and their needs first. Respond quickly to contact—even if it is just an acknowledgement that an email has been received.
Know your brief
While a brief might seem like
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