It’s 2020, and digital marketing for attorneys is more important than ever (it was already necessary, but the coronavirus crisis just made digital marketing that much more crucial to your firm’s survival, and law firms across the world will likely be seeing impacts of this unique time for years to come).
If you are not actively running search campaigns on Google or ad campaigns on Facebook, you are missing out on a huge portion of your desired audience who is looking for legal services. You must do marketing – the only question is how you’re going to go about it. Some lawyers choose to do it themselves, or hire an in-house professional, but the most effective way to get results is to work with a legal marketing agency.
Here are 8 reasons why you should outsource your legal marketing!!
1. Because you don’t have time to do it right.
Managing your caseload should be the only thing that you’re focused on. If you want to grow your business, you need to make sure that you are doing your very best job for your clients. You have a heavy, time-consuming workload – you know how many hours you put into their cases, and you literally don’t have enough hours in the day to attempt to manage the advertising side of the firm, too. Running a Google Ads or Facebook Ads account takes time and focus. So does creating a responsive, custom website, producing SEO-optimized content, and maintaining a presence on social media.
Many lawyers who come to us have “dabbled” in PPC before but quickly realized that if they wanted to get good results, they needed to put in more time and effort, and they just didn’t have the capacity to do that. A marketing team, however, is solely concerned with just the marketing side of your firm. You’re the only priority, and all of their time goes to getting you more quality leads. When you outsource your legal marketing, you get to give all of your time and attention to what you do best – winning.
2. Because you’re not a marketing expert.
You went to law school and studied hard and passed the bar and worked for years and did a lot of other things to become an expert in your legal field. You did all of that to become a lawyer; you’re not a marketing expert, and no one expects you to be! That’s why it’s great to outsource your legal marketing to specialists. PPC professionals have years of experience in their field. They have a whole world of knowledge and expertise that you do not. They have achieved results for other lawyers, so they know what needs to be done in order to get you more of the quality cases you’re looking for.
If you try to do PPC yourself, you’re at a disadvantage, because your competition has an entire team of experts managing their marketing. Hire an agency; they’ll do what they do best while you do what you do best, and everybody wins.
3. Because you don’t have all the tools you need.
Marketing agencies have access to things that you as a lawyer may not know about. For example, Google Partners have a dedicated support team at Google who can help advise them on your campaigns. Marketing agencies know about tracking software and different ad creation platforms that you may not realize are available to you!
4. Because you are biased.
Outsourcing your marketing to an outside agency means that you will get a fresh perspective on growing your firm. Marketing agencies know what your target audience is looking for, and they know what it will take to bring your dream clients to you. They also can point out what elements of your marketing – like your website design, for example, or your copy – might be hurting you. They can give you new ideas for channels that you haven’t considered or have considered differently before.
5. Because you don’t keep up with the latest changes.
Marketing companies live and engage with an entirely different sphere than you do – a sphere that is constantly changing. Google makes updates and changes the rules all the time, as does Facebook. Without keeping your finger on the pulse of these industry changes, you’ll quickly fall behind. A marketing agency knows when these changes occur and also knows how to adapt to them quickly, whereas if you were doing your own marketing, you would probably not be aware of udpates immediately or be able to edit your campaigns without days or weeks of research.
6. Because marketing teams are better than individuals.
Right about now, you may be thinking “Okay…I know that I’m not the best choice for doing my own marketing, but what about hiring someone? What if I hired a marketing professional, in-house?” This is something everybody seems to want to do, but there are so many reasons why you should avoid hiring in-house (we’ll cover a couple more below). One is that when you outsource your legal marketing to a team, you get more manpower (and womanpower). There is more than one person working on growing your firm. These individuals all specialize in a different area of marketing, which means that you get multiple experts all focused on you who have more time to spend on your campaigns. It also means that these individuals have different perspectives and can enrich your campaigns more than just one person could.
7. Because marketing teams have to get the job done.
Marketing teams also have an incentive that a hired employee doesn’t; if they aren’t producing impressive results, they’ll get fired. There are many marketing agencies out there. They know that if you are not satisfied with them, you will try to find another one. This is why marketing agencies who aren’t confident in their work will try to rope you into long contracts and tight-fist the assets they create for you (something good marketing agencies don’t do). Sure, in theory an employee would also get fired if they aren’t producing impressive results, but letting go of an employee can be a much more involved process, and their lack of results may go unnoticed for longer because they are part of your team.
8. Because it’s probably less expensive.
Hiring a marketing professional is usually much more expensive than hiring a marketing agency. You have to pay for an employee’s salary, benefits, vacation time…they take lunch breaks, and sick days. You pay none of that when you outsource your legal marketing.
Need more evidence to be convinced? Marketing agencies often have great deals, like the one we’re offering at the moment – one free month of marketing if you sign on with us now! Empirical360 is a Google Premier Partner, which places us in the top 3% of marketing agencies worldwide. We know how to drive down lead cost and connect you with the clients you really want online! Contact us to learn more about what we do for lawyers and how we can start working with you.
Shea Antonucci - Author
Director of Content Marketing
Shea is an expert content writer and is a classic literary nerd! She loves writing highly engaging content and has a knack for making it convert!