Law Firm Web Marketing


Law Firm Recruitment Strategies to Acquire Talented Marketing Professionals

Marketing Recruitment StrategiesThere are three effective recruiting strategies that law firms can use to recruit top-notch marketing professionals. A law firm can:

  • outsource to a professional executive search firm
  • recruit members from other top law firms and provide them an opportunity
  • look to their current marketing team and empower one of them

Below we go into greater detail into these law firm recruitment strategies to acquire talented marketing professionals.

Recruiting Strategy #1: Outsource to Professional Executive Search Firm

This is a recruiting strategy for a law firm that does not want to send tremors through its organization or even some of its current blue-chip clients that its not happy with the quality of clients that it is bringing in to the firm. The advantage of using an executive search firm to find highly regarded marketing strategy professionals is that they are usually already in contact with many of these individuals.

Its very likely that an executive search firm has placed some of these marketing professionals in their current positions with law firms or in other related fields. The search firm will be able to conduct the recruiting on a confidential basis without alarming any of the law firm's competitors because if they did become aware they might attempt to raid some of your law firm's best clients. Clients want stability and they generally do not want to be associated with a firm which feels that its not bringing in the quality clients it desires.

Recruiting Strategy #2: Raid the Third Highest Ranking Member of the Marketing Team at Top Law Firms

The Number three member of most marketing teams is the individual who usually does most of the strategy work for the marketing arm of the law firm but receives the least credit. The top individual of the marketing team at the top law firms will likely be very expensive to recruit to a firm and the second in command is looking to replace the lead individual and thus would require a very large financial inducement to leave a top law firm.

However, the third highest ranking member of the marketing team of a top law firm is usually very ambitious and is planning to either make a jump to another law firm or hoping that someone will realize that they are ready to lead the marketing arm of a law firm to greater heights. This individual has already acquired the contacts and developed the various strategies that have been implemented by their law firm but the credit has been taken by the senior members. This individual is an ideal person for whom to make an offer.

Recruiting Strategy #3: Empower Member of Current Marketing Team to Hire Retired Marketing Expert From More Successful Competitor

As one of the top recruitment strategies that has proved very successful in recent years, it's effective to take a member of a law firms's current marketing team, usually the number three individual and have them find a recently retired marketing professional from another more successful law firm. Have this individual make an offer to the retired individual for a short-term contract to teach your in-house team how to market your law firm in a more effective and productive manner.

The reason you do not rely on the number one and two ranking members of your law firm's marketing team is because they likely are not going to be receptive to being led by a more successful competitor. Law firms in this situation should consider releasing these two individuals from their contracts and pursue the hiring of the retired individual on a short-term basis. Very rarely do marketing professionals sign non-compete contracts so this is a very feasible way by which a law firm can improve its marketing team in both a short-term and long-term manner.

Just like college recruitment strategies for students and athletes, recruiting superior marketing professionals for law firms is an effort of finding a valued commodity because of how competitive the business environment has become to attract clients. As such, a law firm that wants to hire an excellent marketing professional must consider thinking in a nontraditional, unique manner to acquire innovative and result producing marketing professionals.


Hiring a Local SEO Company for Your Law Firm? Know What to Consider

Local SEOWhen law firms turn to the resources and experience of a local SEO company, there are several considerations that need to be kept top of mind. From link building and social media to communications and reporting, many aspects must be highlighted upon hiring an SEO company.

In this article, we dive into the top considerations that your law firm should have when recruiting the help of a proficient SEO company.

Educate Yourself

The first and perhaps most important aspect of being a savvy shopper for SEO services is to learn a bit about SEO yourself. Understanding the differences in on-page and off-page SEO, link generation, citations, and other basic principals will enable you to weed out the companies that might not be aligned with your best interests. A few good resources to learn about local SEO are the blogs of Moz and Click Centric SEO.

Experience & Track Record

A local SEO firm should offer some degree of experience helping local clients. Be sure to ask for examples, case studies, or referrals from other local companies in the area. Proof of success is a vital decision when investing in an SEO company, because results and rankings should never be guaranteed. Guaranteed rankings should raise a red flag.

No Guarantee in Ranking

Dovetailing on the previous consideration: no legitimate SEO company should guarantee search engine rankings. It's only a fallacy that a company claims to control Google rankings. Solid SEO companies do what they can to the best of the ability, and some service providers may be able to provide approximations of when and how high a site will rank based on a thorough competitive analysis.

Link Generation

Generating links is one of the most important components of any law firm SEO strategy. Link building is one facet of SEO that has gotten a lot of attention recently. The link generation tactics that worked last year may get you penalized this year. As a result, it's important to understand how your prospective SEO company generates links to your site. In short, natural link generation is vital for sustainable success.

Services Beyond SEO

Most SEO firms these days offer more than just SEO services. Some of the more comprehensive SEO companies also offer web design, mobile marketing, and related services. One service that should now (almost always) be integrated with SEO is social media marketing. Even if the firm offers insights and consulting on how social activity can influence SEO, this is a huge consideration that you law firm mush consider.

Social Media Marketing

Integrating social media with SEO go hand in hand. The social signals (shares, likes, tweets, etc.) that stem from social media can influence search engine credibility and overall keyword rankings. It's often best if your SEO firm can provide guidance and offer ideas of social media marketing strategies that will help facilitate the SEO strategy.

Far too often, law firms find themselves working with local SEO companies in Peoria, IL that don't meet the mark. The profession is not easy as best practices are constantly evolving. Seek out those adaptive SEO firms that can help you achieve sustainable, long-term results that not only benefit your SEO efforts and keyword rankings, but your overall inbound marketing efforts in getting quality cases.


3 Considerations When Recruiting a Web Marketing Company

RecruitingIf your law firm or legal practice is looking for some help with web marketing, then this brief article is for you. Whether you're seeking a freelancer or full-service web marketing company, recruiting top-notch talent is not easy.

So in this Law Firm Web Marketing post, we share 3 considerations to be mindful of when recruiting a company or specialist for web marketing services.

Know Thy Brand

One of the most overlooking aspect of recruiting a web marketer is understanding how well they care about your brand. The best web marketing companies staff honest professionals who take the time to immerse themselves in the brand's image, voice, and overall direction. Why is this important for web marketing?

Web marketing companies help with all facets of your online brand. To helping produce press releases and articles to making posts on social media, in many ways, a web marketing company is deeply involved in your brand and its image. Make sure that they truly care and understand what that image is.

How Well-Versed?

Some web marketing companies are kin to only a couple select specialties or skill-sets. For instance, some web marketers are fixated on search marketing (SEO & PPC advertising), whereas others focus solely on content marketing and social media.

Finding a balance is key. When recruiting and interviewing prospects, be sure to get all of this out on the table. Share some of your law firm's primary goals and objectives, as well as its strengths and weaknesses. A solid web marketing company will know how its strengths can help bolster your firm's weaknesses.

Communication is Key

Like we mentioned before, a web marketing provider is often very immersed in your law firm's day to day marketing efforts. For this reason, solid communication is essential.

In addition to the basics, like responding to emails and phone calls in a timely manner, the web marketing company should also be able to provide reports and data as to what they are doing to help grow your law firm. Almost everything web marketing is now measurable. So your web marketing recruit should be able to come up with some information to keep you posted.

For more insights and resources, ranging from effective recruiting gifts to learning more about web marketing best practices, stay in-tune with the Law Firm Web Marketing blog.


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