Choosing a marketing consultant for your law firm
28th February 2012
One option that you may wish to consider is to engage an external specialist. But how do you find a law firm marketing consultant who really understands solicitors?
You might ask the senior management of other law firms to see who they have worked with and what their experience has been like.
You could approach the Law Society Law Management Section for a list of member consultants – or the Chartered Institute of Marketing can provide details of marketing consultants who specialise in working with professional service firms.
In addition, there are two specialist member organisations where you will be able to find marketing consultants who specialise in working with solicitors, barristers and other professionals. These are:
- Professional Services Marketing Group (PSMG).
- Professional Marketing International.
- Legal Marketing Association (mainly USA).
Once you have drawn up a shortlist of law firm marketing consultants, you need to draft a clear brief for them to consider.
Do you want someone who can give your current marketing strategy a health check and bring it up to date? Or are you looking for a more radical overhaul, and perhaps a change of direction?
Do you want someone to focus on delivering a new law firm marketing strategy, or do you want someone who will also follow through with execution?
Do you have a budget in mind? Consultancy fees will vary from a few hundred pounds per day to a few thousand pounds.
Some consultants will offer literally just their time and expertise, whilst some others will offer a range of marketing support to law firms, even a complete outsourced marketing service.
To get the best from your chosen marketing consultant, it is important that all the senior solicitors involved in the management of the firm are committed to spending enough time and providing the information required. A consultant with experience of working directly with the legal profession will understand the way that solicitors work and will treat their time with respect.
Once the strategic marketing review has been completed, don’t just leave it to gather dust on a shelf. Make sure you have a plan for implementation too.Back to Blog
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