Every marketer needs to keep on their toes in 2018! It’s going to be a volatile year, with GDPR coming into effect in May, the ongoing uncertainty of BREXIT and the constant pressure on consumer spending. At nesma we will be ensuring that the skills, qualifications and support networks that we offer will assist marketers towards integrating all their marketing activities to best effect.
Veronica Swindale – Director, Chartered Marketer, FCIM and CIM Ambassador of the North 2017
The Professional Services sector is one of the biggest employers in the UK, but what exactly does it involve from a Marketers perspective?
Dan McAulay, nesma alumni and Marketing and Events Coordinator from Burnetts Solicitors, looks back at last year and forward into 2018.
What were your highlights in 2017 as a marketing professional?
Personally, 2017 was a great year for me. I celebrated my first year at Burnetts and was promoted to Marketing Coordinator in November. Our (brilliant!) team ran some of Burnetts’ most successful events ever and I’ve become a lot more knowledgeable in digital marketing, implementing successful changes to SEO and social media.
What do you think are the best things professional services firms can do to raise their visibility in 2018?
A lot of firms are still catching up to where they should be digitally and 2018 will be no different. As clients become more digital-savvy, the importance of having a proper strategy in place for search engine optimisation (SEO), websites and social media channels will become even more crucial for visibility.
What do you think will impact your professional services marketing strategy the most in 2018?
The big question on everyone’s lips is Brexit. This will affect employment law, immigration and the housing market, which all tie into Burnetts’ services. Having an agile and adaptable strategy, whilst still putting clients at the forefront of everything we do, will be the most important thing in 2018. Preparing for GDPR is also high on the agenda.
Will you be revisiting any professional services marketing concepts in 2018?
The biggest challenge facing firms has always been selling an ‘intangible’ product, especially in such a competitive marketplace. The legal sector has always revolved around being trustworthy and Burnetts will continue to evidence this throughout the year with regular legal seminars, weekly articles from legal experts and by continuing to provide an excellent service.