Having a strong online presence is essential to your firm's reputation, and enhancing your online presence requires some expertise. A digital marketing firm will have the toolkit and knowledge to help create a strategy for you. In a recent article for Attorney at Work, Lorrie Thomas Ross provides some tips on choosing a marketing firm and ensuring they are a good long-term fit. You should evaluate potential vendors carefully and consider these factors:
1.) Their expertise
When reviewing multiple vendors, make sure you ask agencies if they have legal industry experience. Review their portfolio and see if their creativity stands out to you.
A good first impression of the agency can tell you a lot about how prepared they are.
2.) Pricing Model
You want to seek the best value. In doing so, you’ll want to consider the best pricing structure for your firm's marketing needs. Ross explains that most vendors go by one of the following structures: retainer agreement, hourly or project fee, or audit-free. Ask the vendor questions about how their pay structure works and consider the pros and cons of that particular structure for your firm.
3.) Reporting Frequency:
Regular updates and proactive follow-ups are ideal so your firm is aware of the results of your marketing efforts. Ross states that you should be sure to ask about the frequency of these updates and how they will be structured; will they be written reports that are sent to you via email or will the marketing firm present the results to you over a phone call, video call, or in-person meeting? The updates you receive should not be as simple as analytics you can view yourself. They should consider optimization opportunities and fresh ideas when analyzing the highlights of efforts that are performing well and efforts that still need tweaking.
To read more great tips on choosing the right digital marketing firm, click here to read Ross' Attorney at Work article.
