Law Firm Marketing – Top things to consider when hiring a Consultant
When you hire a law firm marketing consultant, there are certain things that you have to keep in mind. As a lawyer, you well know that there are rules that you must follow in your efforts to market and advertise. These restrictions do not apply to those other service professionals. A law firm marketing consultant that is not aware of these things can put you at a danger of losing lots of money and time as well as grave consequences that include the loss of your bar license.
Having that in mind, here are three most essential things that you need to consider when hiring a legal marketing consultant.
Ensure that the Consultant is a Lawyer
A consultant who is a lawyer gives you the guarantee that they fully understand where you are coming from. Such a consultant is undergone through the same struggles as you and they know your stresses, concerns, and issues and your daily work in the firm. Working with such a legal consultant also ensures that you have the peace of mind knowing that they are familiar with the advertising restrictions of your State Bar and they will abide by them. What you need to take on-board is the fact that law firm marketing deal is a completely different deal than general business marketing. In law firm marketing, you have to follow the State advertising rules, as well as work with the public’s perception on legal services and lawyers, which is not the case with other service professionals.
The Flexibility of Their Payment Structures
Most legal marketing consultants charge their service fees on an hourly basis, but there are those that will charge based on a flat rate. Flat fee billing gives you the details that you need to budget for your law firm and the peace of mind knowing what you will have to pay for at the end of the day. Some consultant will alternatively offer a monthly retainer fee in substitution for the per project billing or per hour billing.
Does He/She Consider your Personality or Personal Preferences?
Marketing techniques are several. You can attract customers through direct marketing, podcasts, blogging, public speaking, and many others. However, it is important that your personality and preferences be considered for your marketing efforts to be profitable and effective. If the consultant develops a marketing plan based on a boilerplate format, most likely you will implement only half of the plan. It is important that you get extremely comfortable with your marketing activities, and feel that they resonate with your values, and of course meet the State Bar rules. By so doing, you can be sure that you followed through the marketing efforts with a lot of integrity.
You can use several ways to have people know you, trust you and like you, but only through ways that resonate with your personality, business goals, and preferred mode of communication.