If you are running a law firm, you may very well need a marketing committee (if you don't already have one) to ensure your attracting the right types of clients and cases. It is important that you make your marketing committee as effective as possible. This ensures you do not pay money for the sitting of a committee that is not bringing in a return on investment (ROI). Optimizing your marketing committee to be more effective can rejuvenate your legal practice.
If your law firm's marketing committee is to be effective, choose the members carefully. You could hire an in-house marketing professional to head the committee, but this individual does not need to be only a marketing expert. Partners and associates who have a vested interest in the growth of the law firm are ideal candidates to head or be a part of the committee.
Another key point to optimizing your law firm's marketing committee is to consider changing the composition of the committee regularly based on the performance of the members. This will keep your members on the their toes and ensure that their efforts are in the best interests of the law firm. Additionally, the head of the committee should remunerate its members so that they are inspired to continue to do great work. Positive reinforcement is key aspect to any organization.
It is very important to set goals and objectives for the committee. This will keep the committee on a solid path to achieving success-oriented outcomes and attaining the cases that the firm finds value in.
The roles of the different members should be clearly defined, with respect to the law firm's goals and objectives. Facilitate interaction between the committee and the firm's partners, associates, and even paralegals. Furthermore, promoting interaction between the committee and clients (as well as potential clients) can contribute to great well-being in the firm and positive recognition in the community.
Insist that members take action to publicize the activities of the committee. Ensure that the committee is complementing traditional marketing such as direct mail marketing, press releases, mobile marketing, and other forms of advertising. Even more important are pursuing more popular and effective channels via Internet marketing, such as email marketing, article marketing, press releases, and PPC (pay-per-click) advertising, and website optimization.
A marketing committee will come in handy in effectively promoting and optimizing the law firm's website for marketing too. You could have the committee start a blog and keep that blog populated with fresh relevant content. Additionally, the marketing committee should not overlook the optimization of the website for search engines, since a high ranking in search engine results pages can mean greater lead potential. In many cases, the marketing committee may want to consider hiring a website optimization company to handle the intricate aspects of website marketing and optimization.
For the marketing committee to be effective, determine what will be in the committee's agenda. Every agenda should include reviewing of the marketing tools currently being used, reviewing of cross-selling opportunities, and reviewing possible targets (referral sources, prospects, and clients). Each agenda should also cover significant business development results and activities, discussion about the hottest practice areas and reports about business and marketing development successes since the previous meeting.
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