The legal marketing game is rapidly changing. Tools and tricks used for years on end simply do not work anymore. Algorithms change faster than most people get haircuts. Search engines such as Google and Yahoo are one step ahead of the game and you should be too. The question is how? How do you compete when you are busy running your law firm, caring for your client, preparing for litigation – being a lawyer? The simple answer is delegation. You can’t be expected to keep up with the ever-changing world of search engine optimization, marketing through social media, promoting your brand and establishing yourself in a crowded marketplace. So, you must adapt to the new world that requires specialized knowledge of legal marketing and the new landscape that is shaping.
Enter a law firm marketing department. Whether you decide to have one in-house or hire an outside company, this will be a team of highly-trained individuals who serve the purpose of marketing your firm and the attorneys that work there. They will help you develop a solid business plan and set the goals necessary to achieve that plan. Without them, you may spend a lot of time and a lot of money wondering what’s working and what’s not. You may be missing out on crucial revenue that is going straight to your competitors. The marketplace is crowded, overrun with people who do the same thing that you do. The truth is they may not do what you do better, but if potential clients are hiring them, then they do have a better marketing team.
How do you make this a reality in 2018? Find your dream team. You should have a marketing manager that you trust, and that understands your vision. You want them to perform an honest assessment of your firm’s goals and prospects. You want them to show you how you will set yourself apart in an otherwise overcrowded field, and most importantly you want to see results. You need to start thinking about marketing money differently. The money you spend on marketing – if spent well – will pay dividends. Invest in the right marketing team, and you will see a return on your investment. Do not use this as a “get out of jail free card.” You need to make sure that your money is being put to good use. Regularly check in with your marketing team to see real-time results on how money is being spent and what is making the biggest impact. Hold them accountable and vice-versa.
Change is hard, adapting can be even harder. Your goal for the first six months of 2018 should be to find the right legal marketing team. Look for transparency, proven track record, and trust. You will be relying on this individual or team of individuals to take your firm to the next level, so take your time and make a wise investment. Once you have the right people in place, go over your business plan for the next year. Then look five years out and ten years out. Set realistic short-term and long-term goals and then put steps into place on how to achieve these goals. Your marketing team will help you understand the new legal marketing landscape and what you need to do to compete.
Why wait? Get the help you need now. Amicus Media Group is dedicated to helping law firms grow their firm. Our team of legal marketing specialists will help you grow your firm and acquire the right kind of cases. Read our special report “Re-Evaluating Growth: Case Acquisition with Less Risk.”