People tend to think marketing is simple: a jingle, a camcorder and voila -- you're a veritable Don Draper, ready to sell yourself to the world. If only it was so easy. In fact, marketing, like law, requires a bit of expertise.
Just as you wouldn't cut your own hair or do your own dental work, most lawyers could probably benefit from hiring a marketer. But when is the right time?
When You Need an Expert Opinion
The experts at FindLaw's Lawyer Marketing division would certainly say you always need a marketer -- and they might be right. But if you've been going it alone and aren't sure how to get better results, consider turning to a marketer for an expert opinion. A good marketer can help you develop a specific plan, tailored to your potential clients and should be accountable for delivering results.
When You're Feeling Thrifty
The fact is, lawyers don't spend much on marketing. Most firm marketing budgets range from 2.8 to 2.4 percent of revenues, according to Above the Law. That's less than one third of what a typical company devotes to marketing. Having someone who knows what they're doing with the change you're throwing their way can help you make sure your money is being put to good use.
When You Don't Want to Embarrass Yourself
Even if you took acting lessons in high school or a design course in college, putting together your own marketing materials can be risky. The world is full of bad lawyer ads, so if you don't want to end up with another laughable attorney advertisement, consider getting some help.
When You Want to Expand or Rebrand
If you're looking to expand your practice or move into a new legal market, you might not be able to rely on your existing marketing plan. An expert in legal marketing can help you shift your messaging to fit your new audience.
When You're Unsatisfied With Your Plan's Performance
If you've been working with a marketing team and aren't satisfied, or have been selling yourself by yourself without getting many results, start shopping around. A new pair of eyes could help spot the opportunities that you've been missing.
Oh, and if now is one of the times you should consider hiring a marketer, consider talking to the team at FindLaw.