Today’s competitive landscape is increasingly digital. That’s not a problem for people who are particularly savvy when it comes to digital channels….but that’s not usually the case for attorneys who spend their time honing legal expertise. If you have found your practice struggling to make revenue goals or generate the leads you want (or even conduct marketing via modern channels like social media), you may want to consider a digital marketing consultant. Here are some tips on how to select a digital marketing consultant for your law firm.
What is a Digital Marketing Consultant?
A digital marketing consultant is an external professional who specializes in leveraging online marketing channels in order to generate leads and increase revenue. The services of such a professional will vary based on several factors, particularly your needs. Depending on the scope you agree on, a digital marketing consultant can oversee your entire marketing strategy from start to finish, or just help you to execute certain campaigns. No matter which specific services you settle on, a digital marketing consultant will help you choose the right marketing channel based on your audience and services.
Remember that a digital marketing consultant will help you to develop, implement, and monitor your firm’s paid or organic online marketing strategies. That means they will help with:
- Marketing strategy
- Content planning
- Project management
- Social media
- Analytics and evaluation
Generally speaking, it’s a good idea to consider a digital marketing consultant when you’re not seeing an upward trajectory in your leads and sales, even if you’ve tried implementing different marketing strategies. Additionally, if you’re working with a small team that’s low on bandwidth, or your team lacks the specific knowledge or tools to execute online marketing programs, a digital marketing consultant can really help you out.
What to Consider When Hiring a Digital Marketing Consultant
Hiring a digital marketing consultant is an investment. It’s almost always a worthwhile one, but it will require significant resources nonetheless. Ideally, this is a long-term commitment that can help guide your firm through several stages of growth. That’s why it’s important to choose correctly when you find a digital marketing partner. Here’s how to select a digital marketing consultant for your law firm with 5 considerations:
1. Your Firm Needs and Objectives
Start by understanding where you actually need help. Think about which direction you need to provide to your consultant, and then talk about their specialties in that area. For example, do you want an organic boost in website traffic? Or an increase in leads using paid advertising? Be specific. In the former example, document something like “A 200% boost in traffic to my website within 6 months.” Focus on SMART goals that can help your consultant make the best choices about how to achieve them. This may be an iterative process as you talk to consultants and discuss various channels, content types, channels, etc.
2. Knowledge of the Tools You Use
Do you use a comprehensive CRM system? Or just a spreadsheet? How about marketing automation tools or SEO software? It’s important that whatever platforms you use, the consultant is proficient in them. This will make the onboarding process easier, and ensure the consultant can create more robust programs.
3. Expertise That Matches Your Industry Needs
Some digital marketing consultants only service certain sectors. This is something to look into before getting too far down the path. Even if you don’t go with a consultant who specializes in your industry, make sure that whoever you do choose at least has some experience in your niche. Doing so ensures that the consultant will have a deeper understanding of your target audience, more knowledge on industry trends, and greater awareness of the best practices observed when marketing services like yours.
4. Your Budget
As we mentioned, a digital marketing consultant is an investment. The fees will vary based on specialties, years of experience, the scope of services, and their level of understanding trends. Your budget will have to come into play, and the consultant’s ability to demonstrate that they can deliver the results you paid for. Make sure you refocus your overall marketing budget because part of it will now go toward the consultant.
5. Their Testimonials and Case Studies
The consultants’ track record is worth a lot of your attention. Some consultants offer a list of case studies, others you may have to ask for. Testimonials are great but case studies can give you specific ideas about real projects and results. You can ask questions and take a deeper dive into the processes and methodologies the consultant or their agency uses. Review the type of marketing strategies they’ve implemented and see if they align with your needs and your style. Look for plenty of positive reviews, and ask for referrals. Then take the time to call those referrals and ask them about their first-hand experiences.
A digital marketing consultant or agency can help you to generate more leads, shorten your sales cycle, and build more of a reputation in your field. However, finding the best one for your firm isn’t easy. Make sure you choose one that best meets your needs to reach success faster. Are you ready to start the process of finding a digital marketing consultant in the legal industry? If so, contact us today for a free consultation.