I have a prospective law firm client who found PSM through the SEO we do. It’s a firm in Scottsdale, Arizona. My process is always to offer to meet with and talk to the firm in our PSM Video conference Room, which I did with this law firm. It was a very positive meeting and the lawyers seemed very engaged and interested in our services. The CFO of the law firm was particularly engaged (nodding and taking copious notes)! I knew right away that I could develop a great relationship with her. So fast forward a couple of weeks. I use an Outlook add-on called Boomerang that reminded me to reach out to her again and let her know PSM would love to work with her firm. When we did talk again, it turned out that she was tasked by the lawyers to also talk with two other marketing firms. I suggested that to really compare “apples-to-apples,” I would be happy to provide a list of questions she could ask other marketing firms to determine their qualifications in law firm marketing.
Anytime a prospective client asks you to develop questions for your competitors, it’s already a win! The questions are important because it allows you to provide questions that will highlight your expertise and pull out your unique points of differentiation. So now, my prospective client is armed with the questions that will ultimately showcase PSM’s capabilities as a legal industry outsourced marketing firm, and hopefully demonstrate that the two firms she is talking to are not as qualified.
Questions You Should Ask a Marketing Company
I wanted to share the questions with you because I see too many law firms getting pulled into engagements with “marketing firms,” that are really just about SEO, social media advertising, digital communications, or other areas that while important to law firms, are not the turn-key solution PSM offers. So my hope is that if you are looking at hiring a marketing firm to serve as your firm’s outsourced marketing department, you will use the list I shared with my prospective client to find the firm that will serve your needs and be THE most qualified. Here are the questions you should ask a marketing company:
- How many law firms have you worked with?
- What type of law firms were they?
- Have you ever served as an in-house Marketing Director or CMO? If so, where?
- How many team members do you have at your marketing firm?
- How many people on your team have specific experience working with law firms?
- Does your proposal include a marketing assessment and strategic marketing plan development?
- Can you send us a redacted example of one of your plans?
- How many strategic marketing plans have you created for law firms?
- How do you track ROI for each service you provide?
- How do you bill for your services?
- How many five-star reviews do you have on Google?
While a lot of marketing firms claim to know the intricacies and complexities of marketing sophisticated legal services, very few really do. If you use the questions above with the marketing firms you are interviewing, you will be able to truly conduct an apples-to-apples comparison of their responses and will be able to choose the most qualified firm for your needs. I hope these questions are helpful to you and am always available to answer any questions you have. You can reach out to me at terrie@psm-marketing.com.
Selecting the right marketing partner is crucial for law firms aiming to enhance their visibility, attract clients, and achieve sustainable growth. The legal industry presents unique challenges that require specialized marketing strategies. Therefore, choosing a law firm marketing agency with a proven track record in the legal sector is essential.
Understanding Legal Marketing Services
Legal marketing encompasses a range of services tailored to the needs of law firms. These services include:
- Search Engine Optimization (SEO): Enhancing your firm’s online presence to rank higher in search engine results, making it easier for potential clients to find you.
- Content Marketing: Creating informative and engaging content that showcases your expertise and builds trust with your audience.
- Pay-Per-Click (PPC) Advertising: Running targeted ads to attract immediate traffic and potential clients to your website.
- Social Media Management: Maintaining an active and professional presence on social platforms to engage with your community and expand your reach.
- Website Design and Development: Building a user-friendly and aesthetically pleasing website that reflects your firm’s brand and values.
Understanding these services will help you assess which agencies can meet your specific needs.
Evaluating Experience and Expertise
When considering a marketing agency, it’s important to assess their experience within the legal industry. An agency that specializes in law firm marketing will be familiar with the ethical considerations and advertising regulations unique to the legal profession. For instance, agencies like JurisPage and ONE400 are known for their focus on legal marketing, offering services tailored specifically for law firms.
Assessing Reputation and Track Record
A reputable agency should have a history of successful collaborations with law firms. Look for client testimonials, case studies, and online reviews to gauge their performance. Agencies like Grow Law Firm have been recognized for their work in helping law practices enhance their marketing efforts.
Customized Attorney Marketing Strategies
Every law firm has unique strengths and goals. The right marketing agency will develop customized attorney marketing strategies that align with your firm’s objectives. Avoid agencies that offer one-size-fits-all solutions; instead, seek those that take the time to understand your practice areas, target audience, and competitive landscape.
Transparency and Communication
Effective collaboration requires open communication and transparency. Your chosen agency should provide clear explanations of their strategies, regular progress reports, and be responsive to your questions and feedback. This ensures that you are informed and involved throughout the marketing process.
Measuring Success and ROI
A competent marketing agency will establish key performance indicators (KPIs) to measure the success of their efforts. They should provide regular reports detailing metrics such as website traffic, lead generation, and conversion rates. This data-driven approach allows you to assess the return on investment (ROI) and make informed decisions about future marketing initiatives.
Ethical Considerations when Choosing a Marketing Firm
Legal marketing is subject to specific ethical rules and advertising standards. Ensure that the agency you choose is well-versed in these regulations to prevent any potential violations that could harm your firm’s reputation. Agencies specializing in legal marketing, such as Comrade Digital Marketing Agency, are typically familiar with these ethical considerations. Choosing the right marketing company for your law firm is a decision that can significantly impact your practice’s growth and success. By focusing on agencies with legal industry experience, a solid reputation, customized strategies, and transparent communication, you position your firm for effective marketing outcomes.
At PSM Marketing, we specialize in providing comprehensive marketing services tailored to the unique needs of law firms. Our team of experts is dedicated to helping you achieve your business development goals through strategic and ethical marketing practices. Contact us today to learn how we can assist you in elevating your firm’s marketing efforts.