Glenn Reid: Why legal marketing consultants are key players

Glenn Reid: Why legal marketing consultants are key players

Glenn Reid

When a partner of a law firm contacts me about their marketing efforts, I often sense their caution. More often than not, I learn that they have previously been “burned” by a marketer who promised the world but ultimately lacked the tools to deliver.

Developing a successful legal marketing strategy requires an in-depth understanding of the industry and the unique challenges and opportunities that it presents.

While a general marketing agency or consultant who works with clients outside of the legal field may have some expertise in marketing, they tend to lack the specialised knowledge that is essential to creating an effective legal marketing campaign.

It is noteworthy that I, myself, am a legal marketing consultant. What you are about to read will contain my bias.

The concept is also applied when hiring a lawyer

This concept should be acutely familiar to solicitors. If you were to instruct another solicitor on a personal matter, you would very likely choose someone who spends a great deal of time practising the area of law in which you require expertise.

If you had been wrongly accused of some hypothetical crime, you might instruct Aamer Anwar to defend you. However, you would probably look past him for that multi-million pound M&A matter.

In this column, I will explore why solicitors should consider hiring a legal marketing consultant instead of a Jack-of-all-trades marketer.

Specialised knowledge of the legal industry

One of the main reasons why solicitors should choose to work with a legal marketing consultant is that they are entrenched in the legal sector right alongside you. A legal marketing consultant understands the nuances of the legal marketplace, including the challenges that law firms face when marketing their services and the unique needs of clients.

This knowledge allows them to develop targeted marketing campaigns that are specifically tailored to the legal industry, resulting in more effective and successful outcomes.

Understanding of ethical and regulatory requirements

Another critical factor that sets legal marketing apart from other types of marketing is the extensive regulations and ethical considerations that must be taken into account.

A legal marketing consultant has an understanding of these requirements and can ensure that all marketing efforts comply with the relevant Law Society or SRA regulations.

Failure to comply with these regulations can result in significant penalties and damage to a law firm’s reputation, making it essential to work with a consultant who understands the legal landscape.

A holistic approach to marketing

As Maslow said, “if the only tool you have is a hammer, you tend to see every problem as a nail”.

Marketing is not a one-size-fits-all approach, and a marketing consultant who only works in one area of marketing, such as social media, content writing or PPC advertising, may view legal marketing strategy through their singular narrow lens. This approach can result in a lack of understanding of the bigger picture and how different marketing tactics fit together to achieve overall marketing objectives.

A legal marketing consultant takes a holistic approach to marketing and can develop a comprehensive marketing strategy that integrates multiple tactics to achieve a law firm’s goals.

To conclude

Avoid Jack with a hammer and treat your engagement more like you would if you were to instruct a learned colleague.

Glenn Reid is a columnist and law firm marketing consultant at Reid & Partners Legal Marketing

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