The article provides guidelines of the necessary things to keep in mind while hiring a law firm marketing agency.
It is not a normal practice to have a marketing team in the majority of the law firms. The necessary marketing aspects such as content writing, search engine optimization, and pay-per-click are not focused by the law firms. It is evident that an attorney would not have spare time to execute these add-on marketing tasks, and it is advisable to go for a reputed law firm marketing agency to manage these additional marketing services.
The clients hire law firms to manage their legal issues, in a similar manner it is beneficial for a law firm to utilize the marketing services of an experienced marketing agency that has complete knowledge of the digital marketing aspects to meet the desired goals. They should have an answer to the issues of the law firms such as identifying the client base, discovering new clients, induce referrals, derive organic traffic on the website, get high ranking in Google, and much more.
It is truly recommended to hire a law firm marketing agency to manage digital marketing aspects of law firms and watch out for organic traffic generation and growth in leads.
Table of Contents
Things to keep in mind while hiring a law firm marketing agency
Have clarity about marketing goals, preferences, and targets
It is important to have a clarity of thoughts about the preference of marketing requirements before you start to access the measures of a law firm marketing agency that includes defining key marketing aspects and target audience. It is necessary to be particular about what audience you are targeting and then analyze the goals related to marketing campaigns.
An established marketing agency will give efforts on active and passive marketing goals both to establish sustainability in growth. It is not the responsibility of the marketing agency if the law firm is not able to convert the leads with their existing capability. It is advised to have an effective team to analyze the leads and convert them to recover the investment.
Identify if they have successful record with law firms
The first question that should rise in law firms is whether the marketing agency has experience to deliver the desired result to law firms. It is important for law firms to identify the marketing agency that understands the specific needs of a law firm and has a positive record with law firm marketing.
Consider the familiarity of marketing agency with aspects such as:
- How can website practice benefit law firm?
- Which keywords are important to benefit an SEO campaign?
- What should be the structure of Adwords campaigns to produce absolute performance?
- How can backlinks be utilized to enhance a legal SEO campaign?
Analyze if they are capable to achieve desired goals
It is necessary to analyze if the marketing agency is capable of meeting the specific requirements of a law firm. Make sure whether they have a dedicated team to handle your law firm, if they can provide high level personalized handling. Analyze their expertise in definite marketing fields such as SEO, content writing, creating backlinks, PPC, email marketing, etc. If they tend to have an over-commitment attitude, do not go for their services.
Discuss about the particular steps they will follow for effective lead generation, blogs, local SEO, PPC, and whether it is feasible for them to meet you in person if required. Are they willing to allocate a dedicated personnel to channelize thoughts and ideas for specific needs? What process do they employ to provide you with tracking of your performance, result analysis, and report submission?
Go through contract terms and fee module
It is not feasible to agree upon a long-term contract before a healthy relationship is achieved through work satisfaction. Consider these things before finalizing contract with marketing agency:
- What is the minimum period of contract to utilize the services of a marketing agency?
- Is it possible to settle on a monthly contract?
- How to part ways if work satisfaction is not achieved?
- What is the fee module of the marketing agency, monthly or hourly?
- Is it possible to alter the services within the contract?
- Is the fee structure the same for every month?
Demand for result reviews
Take a detailed look at the organic statistics of their work alongside online reviews, testimonials, and user ratings. Analyze their website rating on Google which will help you to understand if they can upgrade your law firm. If their website ranking doesn’t appear good, how can they promise to deliver better website performance by adapting their marketing services?
Verify the reviews with their existing or past clients and request an honest feedback on the services of the law firm marketing agency.
DO not commit to a larger agreement, rather choose the minimum period of services and decide to extend the contract for their services if you have complete satisfaction with their work dedication and achievement of desired goals.