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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