Guy Alvarez is the founder and Chief Engagement Officer of Good2bSocial, a New York City based consulting firm that specializes in helping professional service firms reinvent themselves through the use of social enterprise technology. As part of our Q&A series with leaders in the LMA Northeast, we asked Guy about carving a unique niche for himself in law firm marketing, his tips on how to succeed in legal marketing and the best career advice he’s ever received.
Tell us about what you do. What is a typical day like for you?
A typical day involves focusing on our clients to ensure that every client campaign is running efficiently, and that no one on the team has dropped any balls. In addition, I spend a large amount of my time speaking with prospects and creating proposals for them, as well as focusing on all of the marketing initiatives we do on a weekly basis.
What advice do you have for legal marketers who are new to the field and looking to build their professional brands?
Learn something new every day and build your strategic relationships. In the legal industry, it is critical to build your network and get to know as many people as possible both inside your firm/company, as well as with other legal marketers. In addition, marketing is an evolving field, and it is critical to continue to learn and develop your skills.
What do you think is the key for success as a legal marketer today?
Understand your clients and prospects. What do they want or need? What problems or issues do they face? What are their opportunities? Always think strategically and not tactically. If you are at a firm, help your attorneys understand the trends and how your clients are engaging with your firm or company.
What is the best career advice that you ever received?
I have a few:
- Don't sweat the details.
- Focus on the things you can control and do them exceptionally well.
- If you make mistakes, own up to them and make sure they never happen again.
- Don't get caught up in internal politics.
- Focus on doing your job well.
- Think outside the box.
What do you love most about what you do?
I love helping clients and teaching them how digital marketing can help them accomplish their business goals and objectives. I also love coming up with the strategy of different campaigns and then seeing the results.