Some lawyers assume lead generation simply involves hiring a pay-per-lead or pay-per-click service to feed them anyone remotely interested in talking. Those mistaken lawyers might as well stand on a busy street corner shouting, “Who needs a lawyer? I’m a lawyer!”
As marketing shifts from an art to a science, and marketers become more technologically advanced, industries across the world now view outsourced employees in a new light. Companies outsource their IT opportunities, client care, security, and dozens of other business operations because they realize that it’s more cost effective to get expert help - and focus all internal efforts on their core business.
Law firms often assume that “law firm marketing agency” implies logos, branded brochures, and a fancy website. While these are certainly factors to be considered in a marketing strategy, firms will find that there’s a great divide between two different types of marketing agencies. Some are dedicated to increasing business, while others are dedicated to improving image. The “right” agency for a law firm depends on whether they are looking to improve their image, or improve their business. Here’s what we’ve learned after talking to hundreds of firms about their experiences with their law firm marketing agency.
Professional services businesses, including law firms, that see sustained profit growth are investing an average of 9.1% of their profits back into marketing efforts. The most successful law firms today focus on their marketing, but if one or more of your law firm’s partners are responsible for marketing, then your firm is making a bad trade - you’re wasting your partners’ time.
People, in general, don’t like to spend money without any gain. And yet, lawyers across the country are hemorrhaging cash just trying to tick a “marketing box” by investing in a paid advertising campaign.
There is not a “one-size-fits-all” strategy to marketing. It is important to customize your marketing strategy for your industry and audience, especially when it comes to the legal industry. Marketing is a constantly changing practice and lawyers are faced with the additional complexities of complying with ethical legal marketing guidelines.
To grow your firm, your marketing strategy must be backed by clear goals and an operational structure that measures what is working and what is not working. The first step to achieving this is making sure there is alignment between all partners at your firm. For many lawyers, marketing is often dealt with sporadically and decisions are made quickly without any kind of strategy.