‘A Practical Guide to Marketing for Lawyers’ by Catherine Bailey & Jennet Ingram
Now, more than ever before, law firms have to use marketing to compete for work. The rise of alternate business structures, and the growing number of mergers and acquisitions has led to the demise of the old-fashioned wait-until-the-business-comes-to-us approach.
That’s because these competitors, with their boardroom-devised strategies and enviable budgets, are adopting an aggressive stance when it comes to all-things marketing. As a result, a well documented marketing communications plan has become an essential part of a legal practice’s everyday toolkit.
Those lawyers lacking marketing expertise and operating with more modest funds can find the help they need in this practical guide book. It provides a comprehensive overview of each element of marketing communications from advertising and branding to social media and websites. Written in layman’s terms, it’s ideal for newcomers and seasoned marketers alike.
ABOUT THE AUTHORS
With a degree in marketing and over twenty years’ experience in strategic and operational marketing, including more than a dozen in the UK legal sector, Catherine fully understands the needs of law firms and can ensure they receive just the right mix of marketing required to secure new business and leverage from existing clients.
Previously Head of Marketing for Advanced Legal (Meridian, AIM, AlphaLaw, Opsis, Videss, Mountain, Laserform and GB Systems), Catherine has the depth of knowledge of the legal profession that truly sets her apart from other marketers.
Jennet’s worked in the marketing field for 17 years, 13 of which have been within the legal sector for software suppliers, outsourced service providers, law firms and barristers’ chambers. She holds Chartered Marketeer status, an accreditation maintained through the Chartered Institute of Marketing’s ongoing CPD programme.
Jennet particularly excels at copywriting although her skill-set is broad and she can put her hand to anything. In fact, Jennet enjoys a varied workload and likes to get her teeth into challenging new projects!
Chapter One – Strategy: The What, the Why and the How
Chapter Two – The Importance of Branding in Law
Chapter Three – Ensuring Successful Communications
Chapter Four – Social Media Strategies
Chapter Five – What Makes a Winning Website?
Chapter Six – Press, PR and Events Planning
Chapter Seven – The Importance of Design
Chapter Eight – Developing Clients and Acquiring Prospects
Chapter Nine – Managing Marketing Budgets
Chapter Ten – Essential Checklists