How do you choose the right digital marketing agency for your law firm? Selecting a digital marketing agency to work with can be one of the most important decisions you will make. The right agency can boost the effectiveness of your online marketing and increase revenue significantly. A poorly chosen agency can do anything from achieving poor results to actually causing negative results.
Working with an agency can be difficult if the agency doesn’t clearly understand your goals. In order to be successful, you need to clearly communicate to the agency what your business goals are and how you will measure their success in achieving these goals.
When the time comes to bring in outside help for your law practice’s digital marketing, you’ll want to make sure you’re considering the right factors and asking the right questions. With that in mind, here are a few suggestions to make sure you’re getting started on the right foot.
Make Sure the Agency Understands Your Needs and Your Business
The most important quality you should be looking for is an agency that understands exactly what you need and understands your practice areas and your target audience. Some marketing agencies specialize in specific industries while others will take just about any client that knocks on their door. While specializing in the legal industry is not a requirement, it is highly likely your firm will achieve better results partnering with an agency that understands the specifics of working with lawyers and law firms and the nuances of legal marketing.
Ask About Their Services and Skills
Many different things fall under the umbrella of online or digital marketing. There are “organic” and paid methods of attracting leads. Marketers use various channels and tools such as: email, SEO, social media, and online advertising. You’ll want to ask any agency you’re considering what services they offer and which, if any, they specialize in.
Anyone claiming to be an expert in all aspects of digital marketing is almost certainly over-representing themselves. An honest agency will be upfront about where their strengths and weaknesses lie.
Ask About Strategy vs. Execution
Some marketing agencies will specialize in strategy and planning, expecting you to take care of the execution. Others might be ready to handle the execution, but expect you to devise and inform them of your own strategy. Still, others will fall somewhere in the middle. Again, no one way of doing things is better than the other. The right choice for you will depend on exactly what your goals are and how involved you want to be in the various processes.
Ask How Results are Communicated
Keeping track of results is an important part of everything from small individual campaigns to your overall marketing efforts. You should find out right from the start how those results will be communicated to you. Some agencies might provide a login for a dashboard where you can keep track of your own results in real time. Others might send you a report once a month through email. You’ll want to make sure that you’re going to be able to get at the information you want when you want it. You also also going to want more than just data. Data is useless if you don’t understand the meaning behind it and also don’t understand how it specifically impacts your practice. A good digital marketing agency will provide the data but also help you to glean actionable insights and strategies from that data.
Ask For and Check Past Results
Unfortunately, there are a lot of agencies and individuals trying to make themselves look like agencies, who will promise you the sky just to get you to hand over some money. The best way to avoid these types of people is to ask for and check references.
Any reputable marketer will be able to provide references of past clients and verifiable results. For example, don’t believe someone who tells you to search for a term and says that they are responsible for the first result on the page unless you can speak with the business owner to verify it.
Make Sure the Price is Right
Prices from one agency to another can vary greatly. The way services are billed can vary as well. It’s important to consider how much your firm can afford to spend and how you will be charged. Some agencies will simply bill a set price each month for whatever services you’ve chosen. Others will charge varying rates based on results. You should think about both of these factors and make sure you know how it will work with any agency that you’re considering.
Depending on how involved you want to be with the future marketing of your law firm, there may be some other miscellaneous factors to help you choose the right digital marketing agency. Other things to consider may be: the agency’s proximity to your offices, or how well you get along with their team members. The suggestions we’ve outlined above, however, should get you going in the right direction and help you to find a digital marketing agency that will be both effective and comfortable to work with.