Glenn Reid: Five questions lawyers should ask before hiring a marketing consultant or agency
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Glenn Reid
In the ever-evolving landscape of legal marketing, solicitors are often faced with the challenge of discerning genuine expertise from mere bluster. Before entrusting your firm’s reputation and growth to a marketing consultant, it’s imperative to ask the right questions.
Here are five crucial queries to guide your decision-making process.
1. Results specific to your area of law
“Can you provide examples of results specific to my area of law?”
It’s a straightforward question, but one that can cut through the marketing fluff. While metrics like social media impressions and website visitors have their place, the crux of the matter is new client enquiries. If a consultant can’t demonstrate tangible results in terms of calls and emails for firms in your speciality, it’s worth questioning their expertise.
2. The importance of professional indemnity insurance
“Do you have professional indemnity insurance?”
This isn’t just a box-ticking exercise. In a realm where promises can sometimes outweigh delivery, indemnity insurance separates the professionals from the amateurs. While the risks might seem minimal, consider the potential repercussions of a misplaced tweet or a website mishap. Indemnity insurance offers peace of mind in an unpredictable digital age.
3. The measure of success
“How will you specifically measure the results?”
A confident marketer is one who’s eager to showcase their results. If monthly or quarterly reports aren’t part of the package, think twice. These reports aren’t just about justifying their fee; they’re an opportunity to refine and scale strategies for even greater success.
4. A partnership of expertise
“What do you need from us?”
Marketing is a collaborative endeavour. While consultants bring their expertise to the table, they’ll also require input from you. Whether it’s timely sign-offs, budget allocations or legal vetting to ensure accuracy without compromising marketing value, be prepared for an active partnership. After all, while you’re well-versed in legal nuances, they know their CTAs and sales funnels inside and out.
5. Clarity in billing
“How will you bill us?”
Money talks, and it’s essential to understand how it’ll be walking out of your firm. Whether it’s hourly rates, flat fees or retainers, get clarity on the billing structure. If you’re looking for a full suite of services, a retainer might be your best bet. But if it’s just a sprinkle of social media magic or some digital advertising wizardry that you’re after, a per-service fee could be the way to go.
The intricate dance of law and marketing
Selecting a marketing consultant is no small decision. By posing the right questions, solicitors can ensure a partnership that’s not only productive but also harmonious. After all, in the intricate dance of law and marketing, both partners must move in sync.
Glenn Reid is a columnist and law firm marketing consultant at Reid & Partners Legal Marketing (www.legal-marketing.co.uk).
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