Law firms of any size need some level of marketing to ensure long-term growth and sustainability. To be successful, every law firm must focus on its marketing. In an ideal world, lawyers would have time to do what they do best and also market their business so it could grow. However, lawyers are by nature very busy people, and it often doesn’t make sense to try to do everything themselves. Trying to do it alone is overwhelming, and your time is better spent helping customers.
The simple answer to this lack of time dilemma is to hire someone in-house to take over the marketing efforts. But for many businesses, it has a long list of downsides, such as extra time and expense. Maybe you don’t have the marketing needs or the budget to hire someone to market your law firm full-time or even part-time. Hiring someone in-house means you need to have enough work and space in your budget to keep them busy. So what are your other options?
Do it yourself
Continuing to market your law firm yourself is one option. But let’s be real; you can’t do everything. With your busy schedule, you might only have one to three hours a week to devote to your marketing efforts. If so, pick one or two marketing elements you need to be consistent with. For example, focus on your blogs or social media posts. If you need more help because that small weekly chunk of time isn’t likely to move the needle or be sustainable, it’s time to outsource.
Hire an agency or a freelancer
A viable option might be to hire an agency or a freelancer to take on all or most of your marketing tasks. Outsourcing can help relieve some of that pressure. Leaving your marketing in the hands of an experienced and knowledgeable agency or freelancer gives you peace of mind that everything is done optimally. It also allows you to focus on your clients and the practice of law, which is what you went to school for, after all.
Identify your marketing goals
If you decide to go this route, figure out what your primary marketing goals are and go from there:
Do you want more leads?
Want to see more conversions?
Do you need to get more referrals?
Do you need a better ROI for your marketing investments?
By listing your marketing goals and dreams and what you are already doing, you can visualize your marketing gap and determine when it’s time to work with a professional. The larger this gap, the more likely you need to hire a professional sooner rather than later. In the meantime, you might miss signing new clients.
Get an outside opinion
When you work with a freelancer or a marketing agency, you will have a professional by your side who can also audit your marketing plan and tell you what is missing from your marketing. Having another person, especially a marketing expert, look over what you’ve done to market your law firm and your future plans can help you identify your weaknesses and get on the right track. Marketing professionals can take what you’ve already started and turn it into something bigger and more successful.
Benefits of working with a marketing agency or freelancer
Working with a marketing agency or freelancer can provide your law firm with the following benefits:
Increase in brand awareness
Better possibility of being found on the Internet
More website traffic
Build trust and credibility with your audience
Improved online presence and engagement
Conversion rate optimization
Monitoring and interpretation of marketing efforts
Strategy and creativity – for example, creating targeted campaigns for niche customers
Finally, they let you focus on getting the best results for your clients instead of trying to market your law firm.