Catherine Register is the Director of Marketing at Fasig Brooks, a well-respected personal injury firm in Florida. She joins us for Personal Injury Marketing Minute 75 to tell us what a CMO does. This is an excellent episode all personal injury attorneys should listen to! Catherine discusses how she successfully approaches marketing, what is often kept in-house vs being outsourced, budgeting, marketing silos, referrals, measuring ROI, what's been the most effective strategies for client acquisition, branding, collaboration, SEO, billboards and much more. Visit Catherine online here: https://www.linkedin.com/in/catherineregister/. See all episodes or subscribe to the Personal Injury Marketing Minute here: https://optimizemyfirm.com/podcasts/. Transcript: Lindsey: Welcome to the Personal Injury Marketing Minute, where we quickly cover the hot topics in the legal marketing world. I'm your host, Lindsey Busfield. As many personal injury lawyers grow and scale their businesses, it becomes necessary to hire and delegate responsibilities that you once undertook. One of the most important delegation tasks involves deciding whether you need to hire a CMO and then hiring the right one for your firm. In order to do that, it is crucial to understand what exactly a CMO does in the legal sector, and perhaps what questions to ask a prospective CMO as you are looking to add to your team. Catherine Register is the director of marketing at Fasig Brooks, a well-respected personal injury firm in Florida. Thank you so much for joining us today, Catherine. Catherine: Absolutely. I'm thrilled to be with you. Lindsey: Well, tell us a little bit about yourself and how you got into legal marketing. Catherine: Sure, yeah. My background is in public relations and strategic communications. My focus before coming to Fasig Brooks was exclusively on digital marketing and advertising. I worked for a number of years as a consultant and then in leadership at a full-scale ad agency. So I had a lot of experience with numerous clients in all kinds of sectors, but had never taken on the challenge of legal marketing. When the opportunity presented itself to come join Fasig Brooks, I was really thrilled to do so because it's such a unique market and one that I hadn't really done a deep dive into, and the idea of coming in-house as opposed to being a consultant or working at an agency was really appealing to me, to be able to go deep with one group and do a really, really thorough job in all facets of their marketing and advertising. Lindsey: Well, with that strong advertising background, it seems like it'd be an obvious natural fit. So talk to us a little bit about what does a marketing director or CMO do? Catherine: Yeah, we have one of the most important roles in a law firm, we make the phone ring. And you can have the best attorneys and staff, but if you don't have well-qualified leads, you've got nothing. So in addition to developing and managing the many advertising and marketing campaigns of the firm, I, as the marketing director here, I'm responsible for overseeing our budget, for supervising all of our vendors, and then most importantly, tracking data to nail down exactly where our cases are coming from, where our high-value cases are coming from, and how to best promote growth in the future. Lindsey: And those are some incredibly important aspects to the life and vitality of a law firm, whether they are just keeping their status quo in terms of the cases that they have coming in or if they're to build and scale, having that data behind that is so crucial to informing those business decisions. So as a really important part of that, how do you approach building a marketing strategy for a law firm? And what are some of the more unique challenges of marketing in the legal industry itself? Catherine: Yeah, and that's really what it comes down to, right? I mean anyone,
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