So you’re thinking about working with a legal marketing agency, but don’t know where to start or what questions to ask?

We put together some of the most frequently asked questions about working with legal marketing agencies, AND we answered them. From “What should I be looking for in a legal marketing agency partner?” to “How do I know if they are the right fit?” this post is a guide for anyone thinking about outsourcing marketing functions for their law firm. 

1. What is outsourced legal marketing?

Outsourced legal marketing is when a law firm contracts out either all of their firm’s marketing or specific marketing tasks to a third party. By outsourcing these tasks, firms can focus on handling matters and running their business, and leave the marketing to the marketing experts.

2. What should I be looking for in a legal marketing agency partner?

When looking for a legal marketing agency, it’s important to consider what services you need and what you want to achieve. Some questions you may want to ask yourself include:

• What are my firm’s goals?
• Who are my target markets?
• What are my current marketing strategies?
• What do I want the agency to do for me?
• What does success look like for me?

Once you have a good understanding of your needs, you can start to look for agencies that match your requirements. 

3. What are the benefits of working with a legal marketing agency?

There are a number of benefits to working with a legal marketing agency, including:

• Access to Expertise: A good agency will have a team of experienced professionals who are specialists in their field and know how to get results.
• Increased Efficiency: An agency of experts will not waste time on dead-end marketing strategies, and you will not spend billable time on marketing, saving you time and money.
• Improved R.O.I.: Working with an agency allows you to build your practice while they market it in tandem with you, multiplying your efforts and your return on investment in marketing.

4. How do you know if a legal marketing agency is a right fit for your law firm?

You have already thought about what you are looking for in a legal marketing agency, now is the time to find out more about the agency to determine whether or not they check all, or most of, those boxes. The best way to determine if an agency is a right fit for your firm is to review their portfolio and case studies, as well as speak to them about your business goals and target markets. You can also ask other people in the industry or other clients of the agency for references or information. Ultimately, people work with people, so choose the team that you feel you can work well within the long term.

5. What can a legal marketing agency do for me?

A legal marketing agency can help you with a variety of services, including (but not limited to):

• Website Design and Development
• S.E.O. (Search Engine Optimization)
• P.P.C. (Pay-Per-Click) Marketing
• Social Media Marketing
• Email Marketing
• Content Creation and Marketing
• Marketing Strategy

They can even help you with one-time marketing campaigns, such as an elections roundup or a holiday card.

6. How will I know if the outsourced agency is getting results?

Marketing is a long game, and it may take time for the results of your marketing efforts to be obvious in increased business. In the interim, there are metrics to monitor To start with, decide – with your agency – what success looks like and which metrics you will use to measure it. There are a variety of metrics to use. Some popular ones include an increase in new business, a number of new leads, and an increase in social media engagement. One way to measure the success of an outsourced legal marketing engagement is to review the metrics the agency sends in its reporting. This report should include details about the work that was done, the results achieved, and how those results compare to your goals.

7. Why should I invest in outsourced professional expertise rather than hiring someone permanently for my team?

There are a number of reasons why it may be beneficial to invest in outsourced professional expertise rather than hire more staff, including:

• A new hire is one person. An agency can give you access to multiple professionals with experience in different fields, such as marketing experts, technical specialists, and legal writers.
• A contract with an agency can be more cost-effective and financially predictable than hiring more employees.
• Working with an agency allows you to tailor your marketing expense to your marketing needs, which may be more or less than the cost of another full-time employee.
• An agency often has its own contracts for software or technology resources that they use in servicing your contract, which you get the benefit of without purchasing it independently. 

8. How does an outsourced legal marketing agency get to know me and my firm?

An agency will typically start by getting to know your business and your target markets. They will spend time interviewing you and any key stakeholders at your firm to understand the culture, differentiating factors, values, and even roadblocks for clients working with your firm. They may research your geographical and industry markets, and your competitors. They can then develop a marketing plan that is tailored specifically to your needs, and work with you to turn that initial plan into a successful marketing campaign.

9. Why is it important to have clear goals and K.P.I.s in place before working with an outsourced agency?

Having clear goals and K.P.I.s in place before working with an outsourced agency will help the agency better understand your expectations, ensure that you and the agency are on the same page, and help you both work efficiently toward the same goals. Additionally, it enables objective tracking and measurement of the success of the engagement.

10. What types of reporting can I expect from a good agency?

A good agency should provide regular reports about the work that was done and the results that were achieved. Typically, an agency will provide reports monthly. You may also receive additional updates throughout the engagement if there are significant changes or opportunities that arise.

Now that you know the basics of legal marketing agencies, the benefits of working with them, and how to find the right one for your law firm, you should feel comfortable taking the next steps of researching and talking to some agencies to find the right fit for you.