In years past, marketing a law firm was relatively simple: you placed an ad in a print directory, or maybe you ran a spot on the radio or on a local television station. Now, however, there are more ways to reach potential clients, and you can share more information than just a phone number and a tagline. The Internet offers you access to clients across the street and around the globe. You can showcase your experience and explain in detail the types of services you provide. But how do you choose the partner to help you get your message across? How do you select the right digital marketing agency?
Understand your goals: A comprehensive digital marketing campaign can help with everything from drafting a direct email campaign to creating articles that land at the top of SEO searches. You may want help refining and upgrading what you already have, or you may need comprehensive web design. Your goals will help to determine what you’re looking for in a digital marketing agency.
Evaluate their experience: The web can be a dizzying place, full of bright colors and eye-popping graphics. You want to make sure that your site stands out – but you also want to make sure that your marketing agency has the experience that you need.
- How long has the agency been in business?
- What types of clients do they work with?
- What kinds of services do they provide?
Assess their strengths: Sometimes, it seems like there are as many digital marketing agencies as there are websites. Figure out what a marketing agency has to offer. What it the agency’s focus? Do they represent different types of business or do they focus on a core clientele? As a lawyer, you will want to work with someone who understands law and legal practice; make sure that your digital marketing agency knows how to reach your potential clients.
Consider their range: Opportunities abound on the internet and you want to position yourself to take advantage of them. You may not want or need all the services an agency provides, but you should consider the ways in which an agency can reach potential clients, including:
- Website design and development
- Search Engine Optimization
- Personalized blogging
- Online advertising
- Social media marketing
- Video production
- Access to directories and directory listings
Even if you don’t immediately use all the services available through your digital marketing agency, you want to know the kinds of resources you could draw on in the future.
Cultivate a partnership: A digital marketing agency may look great on paper (or on the web), but still not be the right choice. The right digital marketing agency will work with you to make your vision a reality. The agency will understand your voice, your focus, your point of view, and your practice. You also want to determine if the agency will be responsive to you and to your clients. You also want to make sure that you communicate your aims clearly and consistently, so find an agency with which you can truly partner.
Choosing a digital marketing agency can be a complex process, but the right agency can help you take your practice to new heights.