If you’re marketing a law firm right, then you’re probably spinning a lot of plates. You have to keep up with your website, SEO, email campaigns, content creation, paid ads—the list goes on and on. It’s a lot to keep track of, so most successful law firms end up hiring a company to keep track of it all for them.
And that’s great! It makes sense to bring in the professionals when you want professional results!
The problem is that some law firms can’t stop there. They keep hiring MORE law firm marketing companies—and that’s dangerous.
I do understand the impulse, though. It seems like getting more companies involved will improve the kinds of results you’re getting. But here’s the thing.
If you don’t like the results you’re getting from one marketing company, is it really a good idea to add more law firm marketing companies to the mix?
Chances are that you don’t need a mix; what you need is a switch.
Now, to continue the pattern of answering your question with more questions, I’m going to ask you two more questions below. But I think that, by the time you’ve thought through both of them, the answer to your question will be crystal clear.
So, let’s get into it!
Question 1: Why Do You Want to Hire Multiple Law Firm Marketing Companies?
Generally speaking, it’s a bad idea to hire more than one marketing company. I won’t bore you with a long list of reasons here. Instead, I’ll just break it down into simple math. You won’t make more money by hiring someone to do something someone else is ALREADY doing.
So, you need to think about why you’re even thinking about adding someone new. What is motivating your search?
Are you doing SO well that you’re riding on the high and want to do even better? Hiring another marketing company or two for your firm isn’t likely to boost your success. Instead, it’s likely to cut your results in half or wreck them entirely. Think about it—you’re just asking someone new to come in and get in the way of the pros who are already killing it for you. It’s a “grass is greener” or “fear of a better option” mentality, and it will keep you chasing your tail forever.
Of course, it’s more likely that you’re on the hunt because you’re not getting results or hitting your goals. First, you need to look at your expectations. Are you being realistic? Great marketing takes time, and no ethical company can guarantee overnight results. You want to see small and steady improvements. You don’t want to see sudden and drastic results that quickly fizzle out.
With that out of the way, you need to question why you’d rather pay for more than one marketing company than make a clean break. Are you worried about losing the work you’ve already invested in your marketing? Are you afraid the company you’re working with will retaliate or hold your website prisoner? Don’t give in to the fear. You’re going to be better off moving to a new marketing company that you CAN trust and that WILL help you make the move.
Question 2: How Will Adding Another Marketing Company Actually Benefit You?
If the answer is, “I don’t know,” let’s stop and dig a little deeper.
Is it because you don’t have the time to oversee your marketing? Hiring another marketing company just means you’ll have two sets of marketing strategies you don’t have time to deal with. Instead, you might be better served by hiring an in-house marketing manager that can work directly with your law firm marketing company.
Is your current marketing company too limited in what it can do? This is a tough one. Sometimes, it makes sense to work with another company to do something VERY specific, like sending out your print newsletter or developing a book for your law firm. HOWEVER, if you’re running into lots of limitations with your current marketing company, you might have to face the fact that you’ve outgrown them. It will save you time, money, and frustration if you hire a single, more substantial company instead of trying to piecemeal tasks between two companies.
Your Results: SHOULD You Work With Multiple Law Firm Marketing Companies?
Now that you’ve mulled it over, what do you think? Do you still think more equals better?
Probably not. In my experience, law firms get much better results by sticking with one marketing company at a time. It gives them a chance to see what that company can really do, and it gives them the focus and clarity it takes to capture the wins they want. Even more importantly, they avoid the disastrous situations that arise from having too many people in one place trying to do the same thing a hundred different ways.
That’s never the better option!
Having trouble pinpointing your problems? Developing “trust issues” with law firm marketing companies that just confuse and use you? Give us a call at 888.886.0939, or request a free marketing analysis. You’ll leave knowing more about YOUR marketing, and you’ll be armed with the information you need to make wise decisions.