In this episode of the Legal Marketing 2.0 podcast, Good2bSocial’s founder Guy Alvarez chats with Breichen Madej Marsh, Director of Digital Communications at Orrick. Breichen comes from Big Pharma and shares her experience about bringing lessons learned there to the legal industry, including how to change behavior with the right message on the right mediums and platforms, KPIs, and metrics.
The switch from pharma to legal
When moving from the pharmaceutical industry to the legal industry, there’s an obvious shift from selling goods to selling services. However, the way each industry approaches clients is significantly different. In pharma, customers are viewed in a more holistic way and marketing strategies remain similar. While in the legal industry, lawyers work with a variety of clients throughout a range of industries, making a holistic approach more difficult to implement. In some ways marketing in legal is easier than in the pharmaceutical industry, simply due to less regulations and quicker turnaround times for campaigns.
The key to a successful marketing strategy is to understand the basic concepts and fundamentals of marketing that transcends industries.
How does campaign development vary between industries?
A lot of marketing discipline goes into campaign development. In Pharma, there is always a strategy and a brand planning process that aims to change consumer behavior. The best way to do this is to market in the best place at the best time by considering the messaging and medium appropriate for each step of the client journey. Unfortunately, legal marketers often don’t create content with this in mind which means they miss out on leads and opportune marketing moments.
What can legal marketers learn from pharma?
Writing in a consumer friendly way is crucial. All humans are consumers and clear and concise communication goes a long way.
Ask: What value does a piece of content bring? Is there a call to action? How does it fit into our firm’s strategy? What is our overarching goal?
Law firms should focus on developing an integrated marketing strategy. Every lawyer and all content produced across the firm needs to be cohesive in order to fulfill the firm’s overarching goal. The message should be prioritized first and then the medium second. Once you know what you want to say, consider how it can be shared in a consistent manner across channels.
How can you put marketing ideas into action?
Legal marketers should assess existing marketing campaigns, and then understand where the gaps are. By measuring and evaluating useful KPIs and metrics you can create strategies to improve your firm’s successes.
The challenge of moving from pharma to legal
The breadth of activity and the number of areas in which law firms are involved can be the biggest challenge when marketing in the legal profession. If you must strategize globally and across industries, it can be more of a challenge to implement a cohesive marketing plan for the firm.
Tips on shifting into legal marketing
The first step is brushing up on core marketing fundamentals. By understanding your clients’ needs and their journey, you will have the insights that allow you to best reach your target market with the right messaging, at the right time.