Any firm who hopes to grow needs to understand the expanding world of digital marketing. The problem is that the online landscape is so vast and quickly evolving, becoming effective in the space requires more bandwidth than most law firms have. Chances are, you’ll fare better with a digital marketing agency in your corner. Here’s our advice on how to choose a digital marketing agency for your law firm.
Ask yourself: what are your law firm’s marketing needs?
First, you need to assess where your internal staff is coming up short. What are your ultimate goals, and how are you hoping to market to meet those goals? What can you do internally, and where are you strapped for time or talent? Consider specific initiatives that require some outsourced help. From help with technical SEO, to a content creation strategy, to web design – these areas all require different skill sets. Some agencies might be full service, but many will specialize in certain areas. Once you’ve narrowed down what your true needs are, you can develop a list of agencies that can help in those specific areas.
Seek a digital marketing agency with legal industry knowledge
As in any field, there are marketing agencies that are great at what they do, and some that make promises they can’t keep. You need to find an agency that will produce a strong ROI, and the best way to do that is to look at past results. Look at their track record, and take a close look at the type of companies or firms they have worked with. Do they have experience working with law firms? If so, what size firm’s? Some agencies might have great results, but not in your area of practice. This can make a difference in performance.
To truly develop a marketing strategy that aligns with your law firm’s business goals, it is ideal to work with an agency that has a record of success working with other law firms like yours. They’re more likely to have disruptive and innovative approaches to attracting and capturing your ideal client because they understand your practice.
A highly regarded agency should have a list of references. Ask if they have some contacts you can speak with directly. If they cannot provide this, take that as a bad sign.
Hire a strategic partner for your law firm
When you’re hiring a digital marketing agency for your law firm, you’re cultivating a true strategic partnership. Though some of your goals might be shorter term, you should think of working with an agency in longer terms. Commit to taking time to find the right partner. Rushing to choose one because you’re in a bind could result in wasted dollars and time, and starting over anyway. Try to think of hiring an agency like hiring someone for your own internal team. You need to make sure there’s a good cultural fit, that members of both teams seem to like and respect each other, and that they are committed to being in the trenches with you. The right agency will be happy to dig into challenges with you and work toward solutions, and should have staff readily available to assist when you need it.
Focus on value
Everyone has a budget. Of course cost will be a consideration when you choose a legal marketing agency – that’s just the nature of business. However, focusing only on price instead of value is a mistake. The cheapest digital marketing agency very rarely offers the best value. If an agency is offering services at a rate much lower than others, consider why that might be. Are they applying fewer resources to your account? Using less sophisticated tools? There is probably a reason they can offer such a low rate. Instead, it’s important to invest what’s required but feel confident about how your investment is spent. Make sure you have a clear understanding of what you’ll receive for what you pay, and how success will be measured. Ensure you have regular check-ins and can shift strategy to work toward better results as needed. Hiring an agency is an important investment in your firm’s future, and all parties should view the process as such. In this article, Mailchimp lists some of the best questions lawyers can ask when determining if an agency is a good fit for the brand.
The right digital marketing agency for your law firm is going to help you generate revenue, alleviate stress, and allow you to focus on what’s important to your firm: building your practice. If you’re in the midst of evaluating agencies for your law firm, we would be delighted if you consider us. We develop unique and customized marketing strategies for law firms of all sizes and practice areas. Let us help you take your firm to the next level, freeing you to focus on your clients and your practice! Contact us today for a complimentary consultation.