In marketing, like anything, you need to get the basics right. Otherwise the time and money you invest in marketing will be wasted
How to approach winning new clients, making the most of existing relationships, encouraging referrals and generating new leads
How to approach creating a law firm website that works, from agreeing your objectives to making sure you get the results you want
Why lawyers need to know about social media, how to make the most of the opportunities and how to avoid potential pitfalls
How to use PR to build your firm’s reputation; and how to create cost-effective advertising – traditional and online – that delivers results
How to protect your law firm from cyber attacks. What steps to take if your systems are hacked
How to set up your firm’s systems to provide the information that enables you to improve profitability and cashflow.
This is a new section and only covers GDPR at the moment. More articles will follow.
So far this section covers six key topics: succession, specialisation, mergers, selling a law firm, recruitment and talent retention, and business structure.
Wayne is head of marketing (Europe) and is the person at Travelers with prime responsibility for LawFirmAmbition.
He moved into the insurance sector in 2012, having previously done various marketing roles in other parts of the financial services sector.
Much of Wayne’s work is around understanding customers: their expectations and behaviours, their experience of the products and the brand, and the customer journey and all of its contact points. This is then turned into market segmentation and customer acquisition-and-retention strategies to deliver ROI.
Outside work Wayne is a keen footballer, having dabbled with becoming a professional when he was younger.
See the Travelers website for topical articles on issues affecting law firms.