Typically, lawyers are among those who are considered to be helpers. Other people are supposed to come to you for help — which may be why it can be hard to be the one who is seeking out help.
However, there are many law firm marketing tasks that you can and should delegate or outsource because it’s simply not the best use of your time. To build a successful law firm, your entire team needs to be laser-focused on your core competencies — which means that many business functions can and should be outsourced.
There are also several law firm marketing functions that you should keep in your own hands, including cultivating relationships with clients and referral sources.
When it comes to outsourcing your law firm marketing and business development efforts, there is a five-step process we recommend our clients follow:
- Identify the marketing strategies and business development tools that will work best for your practice area.
- Analyze your firm’s realistic ability to effectively design and implement the plan using existing, internal team members.
- Select which strategies your firm will handle internally and which ones you want to outsource.
- Interview and select an outsourced legal marketing company that can assist you.
- Set realistic goals and benchmarks.
Once you have selected which marketing tools you want to use, the next step is to analyze your law firm’s current ability to design, develop, implement and maintain the marketing plan. You must be realistic! The worst thing you can do is try to do it all by yourself or force your staff to do it. If your plan is to “dump” a bunch of marketing activities onto an already overwhelmed office manager because s/he took a couple of marketing classes in college, then don’t be surprised when it implodes.
It takes years of dedication working with thousands of different attorneys, running test after test and trying dozens of different law firm marketing techniques with different practice areas to truly become an expert legal marketer! I would propose that it’s not something you can truly achieve an expertise in by practicing a few hours a week, any more than you can become a lawyer by reading a John Grisham novel.
If you decide to hire outsource some of your law firm marketing, be sure the company you choose can meet these criteria:
- They can point to other attorneys they work with;
- They have a written blueprint for how they intend to generate and convert leads for your law firm;
- They charge a flat fee that’s reasonable and based on results;
- They have clearly identified strategies to track and measure actual results.
To learn what it takes to develop and implement a law firm marketing plan for your firm, consider attending a Rainmaker Retreat. We have two sessions scheduled for the rest of this year:
- November 9-10, 2018 — Miami, FL/The Ritz Carlton Fort Lauderdale
- December 7-8, 2018 — Los Angeles, CA/The Ritz Carlton, Marina del Rey
Plan ahead and take advantage of the Early Bird pricing, where you can save 30% off the regular price. You can register here now.
This infographic provides some good ways for you to weigh the cost/benefit of outsourcing vs. insourcing: