| While, in the end, legal marketing success is very | | | | firm has solid relationships with everyone from PR |
| much dependent on the actions of the attorneys (or | | | | firms to printers-and because of that I can often not |
| firm) involved, there are great benefits to working | | | | only offer clients special deals but also oversee those |
| with an outside consultant. Not only can a marketing | | | | additional aspects of their plan firsthand. |
| consultant bring you the latest ideas in the industry, | | | | Listen to what they're asking YOU. Every client is |
| they can help you focus, get you on track and put | | | | different. Each has their own way of handling |
| systems in place to help you create a marketing | | | | marketing and business development depending on |
| habit that will become part of your daily life. They | | | | who their clients are, what they're comfortable doing |
| can help you build the business relationships you need | | | | and where their interests lie. Before embarking on a |
| to grow your practice. | | | | plan, your consultant has to know you inside and out. |
| As a marketing consultant for over 25 years, I've | | | | In your first few meetings listen carefully to what |
| had the pleasure of meeting some wonderful | | | | they're asking you. Are they asking the right |
| colleagues, and of hearing stories from clients around | | | | questions to understand your daily business life? Are |
| the globe about their experiences in the legal | | | | they delving into your clients, your referral sources, |
| marketing field. My take? It's all about finding the right | | | | and your hobbies and interests to see where growth |
| consultant for you and matching not only | | | | can be accomplished? Or are they simply skimming |
| personalities, but goals, strategies and even energy. | | | | the superficial? |
| Below are my best tips for hiring (and working with) | | | | Monitor their discretion. While you should always look |
| a legal marketing consultant. | | | | at samples of their work (especially with regard to |
| Do your research. Google them. Read their blogs. | | | | branding and positioning or website development), |
| Order their books. Get to know their ideas and | | | | think carefully about how much these consultants |
| strategies. This may all sound like common sense, but | | | | value discretion. Do they have a list of clients readily |
| you would be surprised how many potential clients | | | | available? Do you want people to know that you're |
| come into my office with no knowledge of my | | | | working with a consultant? Most good consultants |
| repertoire. If you're going to take advice from | | | | would be hesitant to name names without the |
| someone, know who that person is and how he or | | | | consent of their client, but be sure to take stock of |
| she gets their points across. Do you like their tone? | | | | the information they hand out willingly when it comes |
| Does what they preach make sense to you? If not, | | | | to their other clients. |
| keep looking. Remember, you're entering into a | | | | Go with your gut. As I mentioned above, you're |
| relationship. | | | | entering into a relationship, and as with any |
| Look into their background. Do they specialize in legal | | | | relationship... you have to trust your instincts. Beyond |
| marketing or marketing in general? How many | | | | the pitches and the samples and the strategy-do you |
| lawyers or law firms have they worked with? While | | | | LIKE this person? More importantly, do you TRUST |
| they don't need to have a J.D., it is a good rule of | | | | this person with your business development future? |
| thumb to stick with people who have strong | | | | If not... walk away. You must be completely open |
| knowledge of and experience with attorneys and law | | | | with your consultant... comfortable collaborating and |
| firms. Marketing attorneys isn't the same as selling | | | | discussing your everyday business life. You have to |
| cars or other consumer products, it is a category all | | | | be willing to commit to taking advice and guidance |
| its own. It's about nurturing and building relationships. | | | | before you can enter into a successful partnership. |
| Furthermore, you may want to look at the types of | | | | Overall, hiring a legal marketing consultant can be a |
| firms the consultant has worked with. Someone who | | | | great boon to your business development. They can |
| specializes in large firms may not truly understand the | | | | train and guide, strategize and even act as an adjunct |
| needs of a solo practitioner, and vice versa. | | | | CMO when you need one. They can motivate your |
| Evaluate their services and relationships. Look into | | | | staff, objectively evaluate your systems and |
| exactly what it is you're getting for the money. I | | | | practices, and oversee and execute programs and |
| offer clients the options of both branding (with an | | | | ideas that you may never think of. They can make |
| in-house graphic design studio) and consulting, as I | | | | your marketing and business development life easier. |
| believe they work hand-in-hand. Others may see | | | | But simple as it sounds... it all comes down to |
| themselves only as coaches. Still others may offer | | | | choosing the right person. |
| public relations or advertising services as part of their | | | | One last piece of advice? Once you find the right |
| firm. Think about what you need and how all aspects | | | | person, give it time. I would say at least six months |
| of marketing work together. If they don't offer a | | | | to build, formulate and nurture a strategic plan and |
| service you think is important, ask them if they have | | | | get it going. Consultants aren't magicians... they need |
| outside companies they work with regularly. My own | | | | time and effort from clients to help you see results. |