‘A Practical Guide to Marketing for Lawyers: 2nd Edition’ by Catherine Bailey & Jennet Ingram

Description

Now, more than ever before, law firms and barristers’ chambers have to use marketing to compete for work. The rise of alternative 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, linked to marketing objectives and overriding corporate objectives, has become an essential part of any legal service provider’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. This second edition also features a new chapter covering GDPR that becomes law on 25th May 2018. GDPR is revolutionising any form of marketing that uses personal data. With fines of up to €20 million or 4% of global turnover, failure to comply is not an option. The book’s handy checklist shows you how to obey the rules.

Written in layman’s terms, this book’s ideal for newcomers and seasoned marketers alike.

ABOUT THE AUTHORS

Catherine Bailey has a degree in marketing and over twenty five years’ experience in strategic and operational marketing, including more than a dozen in the UK legal sector. She fully understands the needs of law firms and barristers’ chambers ensuring they receive just the right mix of marketing required to secure new business and leverage from existing clients. Catherine has the depth of knowledge of the legal profession that truly sets her apart from other marketers.

Jennet Ingram has worked in the marketing field for eighteen years, fourteen of which have been within the legal industry for software suppliers, outsourced service providers, law firms and barristers’ chambers. She’s a member of the Chartered Institute of Marketing (CIM) and holds Chartered Marketer status, an accreditation gained in 2011 and maintained to this day through the CIM’s ongoing CPD programme.

CONTENTS

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 – Preparing for GDPR
Chapter Eleven – Essential Checklists