As appeared on LinkedIn on May 9, 2023. Leading a marketing function requires more than talent. It demands training.
I recently went to the opera for the first time in 3 years and began thinking about opera singers. I am intrigued by how they consistently train in order to keep their vocal cords in top condition. Even between performances, they continue to rehearse and nurture their talent.
In marketing, we need to apply the same philosophy. Professional services marketing is a constantly changing discipline. New technologies are being launched every week, and changes in the economy continually challenge how we reach audiences and what platforms we use to do so.
We are experiencing the greatest shift in the media world since radio moved to television. It is allowing creative marketers to pinpoint targeted audiences.
Even if your firm is behind the curve in its own marketing, if you’re dedicated to the discipline, it’s imperative to stay up to date on what is new. Why? To keep your skills sharp, have the ability to offer the appropriate guidance, and be prepared should you decide to venture into a new marketing role.
Here are a few ways.
💫 Network with marketing groups both in and outside of your industry community. One way to learn more about these groups is by looking at LinkedIn Groups or reviewing bios of other businesspeople you admire.
💫 Determine a group of the best consultants in your arena. Befriend them through social media. Consultants often write about innovation and trends in their posts, newsletters or podcasts.
💫 If you’ve not done so, try out ChatGPT and DALL-E. Experiment on Canva (they have great classes ) as well as Zoom (which has fantastic webinars.) Know what the latest changes are to LinkedIn. Check out The Webby Awards to see what other industries are doing.
💫 Attend industry events and consider attending a new one each year that is not spot-on on your usual topic. In fact, these may be even more useful in terms of generating strategies and tactics by borrowing from other industries or hearing ideas from various audiences.
💫 Make sure to feed yourself the right media. Subscribe to publications, blogs and LinkedIn and Facebook feeds that are of interest. Set up Google alerts on the topics that interest you and the authors you want to follow. Read William Henderson’s Legal Evolution.
💫 Be involved one or two industry associations. For legal marketers that may include Legal Marketing Association – LMA International, MOPI, Legal Sales and Service Organization, the College of Law Practice Management and the International Bar Association to stay up to date. If the lawyers with whom you work focus on specific practice areas, consider if you should join an industry group or two. Sometimes it’s an advantage to be the only marketer in the room.
While it is overwhelming to do all of this in one bite, take an hour a week to dedicate to your own continuing education. It’s important to keep both your spirits and your talent in top shape.