How to Choose a JD-Powered Marketer for Your Law Firm
by Kristi Patrice Carter, JD
When it comes to creatively marketing a law firm, you need a unique strategy and a personalized approach to balancing ethics, industry regulations, and meaningful client outreach. An experienced JD-powered marketer has the legal knowledge and marketing expertise to help your firm shine in a competitive legal landscape while ensuring compliance with ethical guidelines. Below are suggestions for choosing the best JD-marketer for your firm.
1. Seek Experience in the Legal Sector
Not all law firms market the same. Some are limited in their marketing methods due to state bar association regulations or rules regarding stringent advertising by the Model Rules of Professional Responsibility. Having a legal marketer who understands and effectively navigates these limitations, while leveraging other advertising skills, can improve your overall results and help ensure compliance with regulations. Your marketer should also understand the ins and outs of professional branding, legal jargon, and client confidentiality and be competent to use them to elevate your firm’s reputation and brand.
2. Acknowledge the Marketing Deficiencies of Your Company
Recognizing your company’s marketing strengths and weaknesses is crucial for long-term marketing success. An experienced marketing professional understands marketing cycles and knows how to apply the right strategies to obtain measurable results. They’ll use a combination of search engine optimization, wit and creativity, and legal knowledge to dismantle negative messaging while reinforming positive narratives. This approach will strategically enhance your brand’s value and reputation. A focused marketing strategy will enable your firm to easily define and improve its message through increased engagement, stronger brand recognition, and search engine visibility.
3. Assess Their Proficiency in Digital Marketing
Never forget to evaluate the digital expertise of the marketer you hire. They should not only understand how digital marketing works, but they (or their team members) should have particular expertise in:
- Search Engine Optimization (SEO)
- Website Optimization
- Pay-Per-Click (PPC) Advertising
- Content Marketing
4. Review Their Past Performance Requests
Choosing the right candidate depends heavily on knowing a marketer’s background and past achievements! You can do this by collecting references or samples of work from past law firms. While researching, watch for strategies that have successfully boosted client engagement, drawn in new leads, and enhanced online visibility. Reviewing internet evaluations, reviews, and testimonials can also help you more effectively evaluate their dependability.
5. Verify Adherence to Ethical Guidelines
Your marketer should know state and American Bar Association (ABA) rules and regulations to prevent unethical behavior that can damage your company’s reputation. This information is generally available to the public, meaning there is no excuse for mishandeling the ethical guidelines. Be sure to assess all necessary requests before committing.
By choosing a marketer who shares your objectives and guarantees compliance, you can effectively increase your visibility and clientele. Observing these guidelines will set you apart from the hundreds of thousands of marketers.
