Every law firm understands it needs marketing to survive. The question is whether the need is to hire a full-service marketing agency or just use outside help for specific issues, like website development and search engine optimization (SEO). Often times, lawyers are not familiar with how marketing works or even where to start when they begin searching for an agency. Here are 10 tips by Web design Toronto and Web design NYC.
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Learn the basics of marketing and what different types of help you can hire, like a law firm SEO company or Lawyer Social Media Management Company . Start with looking online for resources to learn about search engine optimization (SEO), pay-per-click (PPC) advertising, social media management and website design and development.
Determine how much money you are willing to spend on your law firm’s marketing efforts. Consider hiring an agency that specializes in attorney marketing or at least has some attorneys on staff, since they will have more knowledge of the unique challenges lawyers face. Also, look into attracting a law firm marketing manager dedicated to your account.
When you’re ready, review a list of prospective marketing companies and interview them on the phone or in person. Go into these initial discussions prepared with a mental list of questions about their work with lawyers and their experience. You’ll want to hire an agency that specializes in law firm marketing.
Request samples of work they’ve done for other law firms and ask how they measure success for your campaign. Evaluate the agencies by comparing their past work with similar benchmark projects in your market. Ask them to show you examples of marketing plans, and how they would measure success.
Ask the agencies to send you a written proposal and your signed marketing agreement before any work gets started. When reviewing their proposal, watch out for agencies that promise high results from minimal effort or those willing to work with you on an hourly basis only. Instead, look for agencies that offer to prepare a strategic marketing plan with specific goals for your law firm.
The last thing you want is to have to sue an agency over breach of contract, so be sure to carefully review the terms of the agreement before signing it. Look for any limitations on what they are responsible for and how much they charge you.
Your marketing company should have a clear understanding of their role in promoting your firm, while you are responsible for overseeing your firm’s overall operations and legal work. Every project should include an initial assessment, strategic plan to achieve goals and regular reports on progress toward benchmarks along the way.
Prepare a list of goals for the agency to accomplish for you, which should be included in the agency’s project proposal. Make sure they understand how much time it will take to complete each project, so that there are no unpleasant surprises later on about missing deadlines or being overcharged.
Regularly monitor your agency’s work, including the initial assessment and ongoing reports. If you discover anything you don’t like about the way they are helping to market your firm, talk to them. It will be in your best interest for you and potential clients to feel confident that the marketing company is working hard and doing everything to meet your needs.
If you’re not happy with the results of their efforts, don’t just cut ties with that company and hope for better luck next time. Instead, have an open discussion about what worked and didn’t work with the previous agency so you can be more satisfied with your next hire. Remember, advertising is a business and it’s in your best interest to find an agency that has the right marketing mix for you.
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