Online Marketing Specialist, Allen Matkins
1. How did you start working in the legal industry?
I’ve been in the legal industry for a year now. I was brought on board at Allen Matkins because of Adam Stock understands the power of social media, data analytics and the need to be able to program tools to get the most out of online exposure. With over 15 years of internet related high-tech skills, he felt I would be an asset to the team. While it has been a huge learning curve for me—learning the nuances and unique aspects to the legal industry—my background has helped bring an understanding of the analytical numbers and ways to improve them moving forward.
2. What advice would you offer to someone new to the industry?
Talk to your colleagues. There is so much information in the people around you, and everyone is extremely interested in your success. I often lean on my marketing team members for explanations of how the legal industry works, what acronyms means, and how to approach attorneys on marketing matters. They have taught me not only the distinctive processes found in a legal office, but in the exceptional ways attorneys think. As a result, I have integrated into the team and established relationships with a number of attorneys. I still have a long way to go, but knowing the team around me supports my efforts gives me the confidence to flourish.
3. What successes have you enjoyed in the legal industry?
The legal industry takes a very different approach to the world, particularly in terms of marketing. This means I have needed to adapt the way I look at marketing, data, and online engagement. New ideas are not always met a warm reception. However, attorneys love data. My ability to pull together statistical data has helped shape campaigns moving forward. Technically, I also bring new ways to approach our website and email campaigns—both increasing engagement and further strengthening our data regarding the user experience.
4. Why did you join LMA and is it the same reason you are still a member?
As I mentioned in question 2, talking to your colleagues is extremely important. LMA has been a huge source of information for me, from the webinars, to the monthly luncheons. This allows me a chance to speak to other legal marketers, get their take on issues and approaches. I was thrilled to go to Austin for LMA2016 for much the same reason. Yes, the sessions were highly informative, but so are the relationships I forged while I was there.
5. What would people be most surprised to learn about you?
I have a Masters in Music composition. I spent 15 years in the high-tech industry. But when the dot-com bubble burst, I went back to school to study music (in Scotland). Ten years later I ended up with a master degree, and compose music for everything from solo performers to major orchestral works.
6. What is your favorite thing to do when you are not at work?
Honestly, spend time with my wife (of 35 years).