Knowing which tasks to delegate and when is the mark of a great professional. While some attorneys want to have a part in every aspect of running their firm, others understand that working with a trusted partner gets them to the finish line.
As a legal professional, marketing isn’t likely one of your strengths. While outsourcing your marketing is often the best idea, it can also be costly. Here are three marketing tasks that small firms could handle in-house to help your firm stretch that marketing budget.
Content Creation
Regularly publishing relevant content to your website is a great way to attract new clients. As a thought leader in your practice area, you offer a unique perspective on matters pertaining to your field. Your knowledge and industry experience provides you with the ability to offer valuable insight others cannot.
Creating engaging articles, FAQ’s, representative case summaries, and videos can attract the attention of both potential clients and peers. Try publishing a relevant piece of content every week. You will reap the benefits for years to come if you regularly publish quality content to your website.
Sharing your experience, thoughts and insight is an opportunity to build trust with clients and emphasize your expertise as an attorney.
Social Media
Businesses, including law firms, can only succeed today with an active social media presence. Many software options are available to help automate your posts so you can keep this costly service in-house. Even the least tech-savvy professionals have employed social media to drive traffic to their websites effectively.
First, determine which sites you need to be on. Facebook, Instagram, and LinkedIn are popular for attorneys. Take a look around and see what your competitors are posting for inspiration. Keep in mind, attorneys have strict ethical guidelines for marketing their services so be sure that the content you publish to social media follows these standards.
Overseeing your social media presence can also provide valuable insight into who your audience is and what they are searching for. Pay particular attention to posts with high and low engagement metrics.
Marketing Metrics
When outsourcing any of your firm’s digital marketing, clear expectations for tracking, measuring, and analyzing progress is a must. You’ll want input on what is being reported and when to monitor marketing efforts.
You or a close team member should also have access to pull reports to verify accuracy. Evaluating your return on investment will require a system for interpreting the reports to help guide your future marketing decisions. Google analytics is often the go to tracking tool used to analyze website activity and Internet conversions.
Monitoring internal marketing initiatives can help you understand your marketing strategy and inform you when outsourcing is viable for your firm.
While you can’t do everything yourself, certain marketing tactics can be done in-house. Learning the ins and outs of your digital marketing strategy will help your firm strategically spend on outsourced marketing. Working with an amicable digital marketing firm will provide you the professional support you need to compete while reducing costs for marketing tasks you may want to manage yourself.
