Marketing a law firm is not an easy task. There’s a certain amount of wherewithal required to consistently push a law firm’s online marketing campaign. Simply put, not any online marketing company can satiate the needs of a law firm. Online marketing for a law firm goes beyond creating a legal website or conducting SEO.
For a law firm’s marketing campaign to succeed, it requires an experienced captain at the helm of things. Therefore a law firm must prepare itself before outsourcing its online marketing. This preparation is both on what to expect from an online marketing campaign and the questions to ask your prospective marketing partner.
We look into the matter and try to come up with some of the most pertinent questions that a law firm must not miss while selecting a marketing partner.
Question – 1: How Compatible Are Your Work-styles?
Online marketing is an extremely intricate task to undertake. As a result, if you partner with a digital marketing company that doesn’t work according to your convenience, you might have a problem at your hands. What you want to have is a marketing agency that understands and heeds to your needs.
At the end of the day, it is your business they are trying to market. Therefore, you need to maintain control over certain aspects of the marketing strategy. For example, the look of your legal website, the type of language of your PPC campaign, etc. are all things that reflect on your law firm’s brand identity.
Question – 2: What Does Their Previous Work Say About Them?
It is a must for a law firm to thoroughly understand its marketing partner. A good campaign track-record is the trademark of a good online marketing company. A law firm must study the previous work done by their potential partners to gauge how well they perform. What you are looking for is a marketing agency that has an extensive portfolio in the legal services industry.
From building legal websites for robust SEO and PPC campaigns to skillful utilization of social media for brand building. A diverse portfolio speaks volumes of how well a marketing agency can manage and execute multiple aspects of a holistic marketing strategy.
Question – 3: What Is Their Strategy Process?
Digital marketing is nothing without a good strategy. As a law firm, it is your job to not only think about the next few months of the campaign but the next few years. Therefore, you need a marketing partner that has a strategic vision that enables long term growth. This vision must go beyond building a legal website or SEO. This vision needs to look at the bigger picture for continued growth prospects.
Try to understand how your digital marketing partner functions and strategizes about their campaigns. Go deep and learn about their process to see what fundamentals they try to push and what they try to shove.
Question – 4: What About The Money?
The money talk is the quintessential discussion that every business must have with its partners. A law firm even more so. You need to take the first step and outline your expectations about digital marketing with your agency. Then you must talk about the monetary compensation required to get the job done.
Being forthcoming and straightforward with your marketing partner you remove any potential obstacle that might hamper your partnership. With this, all the parties involved will get a clear picture of the road ahead.
Our Take
The online marketing of a law firm is a tricky endeavor to undertake. Many challenges are uniquely tied up with the legal counsel & services industry. To be able to navigate those turbulent waters is something not every online marketing company has the skill to do.
Therefore, it becomes crucial for a law firm to critically ponder upon the points given above to help them better understand online marketing and the required skill sets to deliver. A law firm in this situation should partner with a digital marketing company that has work experience with law firms in the legal services industry.
