In today’s legal market, law firms can no longer ignore the importance of marketing. With more and more firms struggling to compete in an ever-changing environment, a strong marketing strategy has become a necessity for success.
Sadly, too many lawyers still view marketing as outside their core focus. “It’s all about the client,” they argue. “We don’t need to market because our clients find us.”
But wait a second. Why is your firm spending so much time, energy and money to attract new clients? If you’re like most lawyers, the answer is probably something along the lines of ‘because we want more business.’ Well then, it logically follows that attracting new business requires marketing.
It doesn’t matter if your law firm is small, medium or large; whether it focuses on personal injury cases or intellectual property litigation, SEO Toronto Team says that you need to market your services now more than ever before. The days of letting clients find you are over.
The good news is that there are many great agencies out there who can help you develop and implement a strong, comprehensive marketing plan. Here are seven tips to help you choose the best one:
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The first thing you should look for when selecting an agency is whether or not they’re members in good standing of the Legal Marketing Association (LMA). Founded in 2002 by marketers for marketers, the LMA is a collection of digital marketing agencies dedicated to providing a high level of service and support to their members.
If you were going to hire a lawyer, would you hire someone who isn’t an LMA member? Of course not! So why would you hire a marketing agency that’s not also an active member in good standing of the LMA?
The LMA’s mission is to help its members grow by providing education, networking opportunities and other support services. To become a member, an agency must meet the association’s high standards for ethics and professionalism. An agency that isn’t a member simply can’t compete.
The best marketing agencies help their clients establish a marketing strategy that works. For example, if you were going to open a new branch office in a certain market, wouldn’t it make sense to hire digital marketing experts who understand things like SEO and PPC to help generate the leads necessary for success?
An agency’s ability to create a strategic plan will determine how effective it is in marketing your firm. Regardless of whether you need a complete branding overhaul or just want to create more awareness, the agency’s ability to develop and implement an appropriate strategy is crucial.
According to our SEO Toronto team, the best agencies will be able to point you to former clients who are willing to share their stories about how well the agency did at helping them meet their marketing goals.
If you’re fortunate, the agency will even provide contact information for some of these clients. Don’t be afraid to pick up the phone and call them to discuss how they found out about the firm and what they liked (or didn’t like) about doing business with it.
How much research has the agency done on your firm and the market you’re looking to target? While many law firms simply want to be found, others are looking for much more than that.
If you fall into the former category, then an agency’s ability to provide SEO or PPC services should be all that matters. However, if you’re looking for a comprehensive marketing solution, the agency should be able to demonstrate a thorough knowledge of your industry and target market.
Successful marketing is all about creating ongoing relationships with prospective clients. Your law firm will be working closely with this agency for years (hopefully). Make sure you find an agency that’s the right fit in terms of personality and philosophy.
If the agency doesn’t share your enthusiasm and cynicism about marketing, you’ll never be able to develop a successful long-term relationship. SEO NYC agency thinks of this point as core factors for a marketing agency.
The best agencies will let you know exactly what they can do for you and how much it costs. Don’t be afraid to ask lots of questions and request proposals from multiple firms. It’s better to spend a little extra time now getting the answers you need instead of wasting months working with an agency that doesn’t understand what you’re trying to accomplish.
The best marketing agencies will build trust with their clients by delivering results on time and within budget.
When searching for the right firm, ask for references and examples of past work. Be sure to ask the client for a testimonial if they’re willing to provide one. If they balk at this request, that’s okay – just put them on notice about your intention to follow up with others in the industry who’ve used their services before you sign any agreements.