Here is a part-two regarding crafting a smart, scalable marketing department for mid-sized law firms.
When it comes to organizing a marketing department, mid-sized and smaller law firms often find themselves in a unique spot. They may not have the sprawling teams or massive budgets of the global giants, but that doesn’t mean they can’t run a top-notch, effective marketing operation. In fact, with a bit of strategic planning and a focus on the essentials, smaller firms can build smart, scalable marketing teams that punch well above their weight.
Here are some more key considerations and tips to make that happen:
🔎 Clarify roles with partners.
Many frustrations between partners and marketing staff arise from misaligned expectations. Set clear boundaries and responsibilities. Let partners know what the marketing team can take on—and what requires their input. A simple onboarding memo or lunch-and-learn session can go a long way.
🌟 Celebrate small wins.
In a smaller firm, even modest marketing victories—like a newsletter that generates a client call, or a social post that goes viral—should be celebrated. Sharing successes builds confidence in the marketing team and reinforces the value of your efforts.
🛠️ Build a team of utility players.
In a smaller department, generalists often provide more value than specialists. Look for professionals who can toggle between writing website copy, running a social media campaign, and helping a partner prepare for a pitch. A few smart, versatile marketers can accomplish a lot with the right tools.
Ultimately, your firm’s marketing department doesn’t need to be massive to be mighty. With strategic thinking, the right mix of in-house talent and outsourced support, and clear communication, you can build a department that is respected by the partnership, aligned with firm goals, and capable of delivering real results.
If you are interested in learning more, please visit my December post where I include an article from Of Counsel that will may provide more guidance. Crafting a Smart, Scalble Marketing Departmentrr
