There are several things that you need to take in mind when hiring a law firm consultant. As a lawyer, you well know that there are rules that you must follow in your efforts to market and advertise. These restrictions do not apply to those other service professionals. Working with a consultant that is not aware of these rules expose you to the risk of losing your state bar license as well as time and resources.
Having that in mind, here are three most essential things that you need to consider when hiring a legal marketing consultant.
Is the Consultant a Lawyer?
A consultant who is a lawyer gives you the guarantee that they fully understand where you are coming from. The consultant has the first-hand experience of your stress issues, concerns and daily work at the firm. Working with such a legal consultant also ensures that you have the peace of mind knowing that they are familiar with the advertising restrictions of your State Bar and they will abide by them. You must know that law firm marketing is completely different from other general business marketing. In law firm marketing, you have to follow the State advertising rules, as well as work with the public’s perception on legal services and lawyers, which is not the case with other service professionals.
The Flexibility of Their Payment Structures
Most legal marketing consultants charge their service fees on an hourly basis, but there are those that will charge based on a flat rate. A flat fee charge helps you in making a budget of your firm and gives you the peace of mind knowing the amount you have to pay for the service at the end of the agreed time. Some consultant will alternatively offer a monthly retainer fee in substitution for the per project billing or per hour billing.
Does He/She Consider your Personality or Personal Preferences?
Marketing techniques are several. You can attract customers through direct marketing, podcasts, blogging, public speaking, and many others. However, to gain more efficiency and profits in your marketing techniques, you must take into account your personal preferences and personality. If the consultant develops a marketing plan based on a boilerplate format, most likely you will implement only half of the plan. It is important that you get extremely comfortable with your marketing activities, and feel that they resonate with your values, and of course meet the State Bar rules. This way, you will make it through with the marketing efforts with a lot of integrity.
You can get people to know you, like you and trust you in several ways but it is important that you only find ways that resonate most with your personality, preferred communication style, and business goal.