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.
After years of schooling, studying for exams and learning the ins-and-outs of lawyering, the last thing someone in our industry wants to hear is how we should learn more. But we don’t live in a static world, and being multifaceted allows you to be prepared. Two skills all lawyers should sharpen up on: marketing their brand and networking. While it may sound like work reserved for corporate suits climbing the ladder, learning these two skills are some of the easiest ways to build up your practice’s brand and drive success.
Every law firm needs a foundation to build on, figurative “pillars” that hold up the rest of the practice and elevate it to new, successful heights. The addition of new software, personnel, and other resources can sometimes complicate your process and cloud the true purpose of your practice: to successfully obtain and serve as many clients as possible. By remembering your roots, though, it’s always easier to cut through those shiny distractions and keep your growth goals in mind.