This post draws on my own experiences. I was responsible (together with the Managing Partner) for marketing in a law firm for 20 years. I confidently predict that every Head of Marketing / Marketing Manager in a law firm has more work than they can handle where they have no current support.
If the role holder is generally doing a good job, the leadership team will look for solutions to help free up some of that person’s time. This is so (s)he can work on projects that will make a real difference.
A popular resourcing solution is either to:
- Part-use an existing PA (or similar) to take on the admin elements of the marketing workload.
- Recruit (or move someone across from Office Admin) into a newly created role of Marketing Assistant.
At the time both appear positive options. But after a period, neither really delivers what the Marketer needs, which is quality time. The time freed up by having the new resource is absorbed by the time taken to brief, train, explain, check and re-check the work. This is not intended as a criticism. It is a statement of fact. The oft proffered solution does not actually deliver the desired outcome.
What the Marketer really wants is to be able throw a task at someone who knows what they are doing, and for that task to be completed first time with the minimum of fuss. That person needs to be of equal capability to the incumbent – but a firm would never sign off on that solution using the recruitment route.
Solution: Outsource to an ex-law firm freelance marketer.
The answer is actually quite simple. Use the budget allocated for employing an assistant, to outsource work to an ex-law firm marketer on a freelance basis. HR and finance will like the solution as it’s one less person on the payroll. The Managing Partner will like it because the freelance is only as good as their last piece of work. The Marketer will love it as it gives them the answer they were seeking all along.
The ideal person is someone who has done the job and knows what’s required. This solution works fantastically well when it comes to tasks like copywriting (blogs, newsletters, press releases etc.) directory submissions and client feedback projects.
Learn how your Firm’s marketing might be improved with the addition of some freelance support. Email nick@sixthsensemarketing.co.uk or call 01252 213131.
Read more: Marketing for Law Firms
