Things to Consider when Hiring a Law Firm Marketing 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 abide by in your marketing and advertising efforts. The rules that you need to follow do not apply to other service professionals. Working with a consultant that is not aware of these rules expose you to the risk of losing your state bar license as well as time and resources.
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. They have the first-hand experience of all your stresses, issues, concerns and the daily tasks at the firm. Working with a law firm consultant who is a lawyer also provides you with the peace of mind knowing that they are familiar with the state bar advertisement and they will follow 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. Not only will you have to abide by the state rules on advertising, but also work with the perception of the public on lawyers and general legal services which are absent in other service professionals.
The Flexibility of the Consultant regarding the Payment Structure
Most legal marketing consultants charge their service fees on an hourly basis, but there are those that will charge based on a flat rate. A flat fee charge helps you in making a budget of your firm and gives you the peace of mind knowing the amount you have to pay for the service at the end of the agreed time. As an alternative to the per project billing or per hour billing, some will charge a monthly retainer fee.
Your Personality and Personal Preferences Matter
There several marketing techniques. You can attract customers through direct marketing, podcasts, blogging, public speaking, and many others. Your comfort zones and personality must be considered to ensure that your marketing strategies are effective and profitable. 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. If you do this, you will be following through the marketing efforts from a place 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.
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