Marketing Solicitors – Who Is In Charge?

Normally in smaller law firms there is one partner with overall responsibility for marketing. However, whilst this partner is in theory given the responsibility for marketing the law firm, he or she is rarely provided with all of the tools and support needed to make the most impact. A few small changes to your current arrangements can make a substantial difference to the impact they can make.

1. Delegation and Trust Are The Keys

You are in partnership with other partners to make your lives easier. There are advantages in being in partnership, not only in terms of shared responsibility, liability and overheads but in having a more diverse range of skills on offer.

2. Who Is Responsible For Marketing?

Normally one partner in smaller firms is in theory provided with overall responsibility for marketing. The decision is often made on the basis that that person has the best understanding or most interest in the subject, but often the responsibility is notional only and the partner is required to report back to all of the other partners before making any major decisions. Often on reporting back the partner with marketing responsibility will find that each partner has a different opinion on marketing and quite frequently progress is either slowed dramatically, or worse still often completely prevented.

By way of an example this is particularly noticeable on design matters. If working on a logo design solicitors will admit initially to having no expertise on the subject matter. However, put a logo design in front of a few partners and suddenly they all have their own opinion and expertise. This is only natural and is not necessarily wrong, but if one partner is provided with the final say, and takes advice from his design company, then a sound decision based on advice from experts in their field (ie my company or another design company) will lead to a sound choice. The other option is to allow all partners to have their say and for a decision never to be made. If you have agreed that a new logo is required in the first place, valuable time is lost in bringing your brand up to date.

3. Give Your Partner the Power to Make Decisions!

If you have a marketing partner, let him or her have responsibility to act on advice from your advisers. Judge him or her on the results achieved once action has taken place and a few months on. What is the worst that can happen?

What Should You Spend Your Valuable Marketing Time Doing

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Law Firm Marketing

Case Study

From biggest fee earner to no fee earning whilst doubling turnover

I’d been looking for somebody to help me with marketing for a while, and I came across Nick on Google.

That was three years ago, and in that time it’s fair to say that he’s had a massive impact on my business, and my life as a result.

In the early days, my goal was simple and specific: increase the turnover of the business so that I could take more money out of the business.

I had an amount in mind, and I expected it to take years to get there, but when I achieved it in just six months, it began to dawn on me that this guy really knew what he was talking about.

As a result of that early success, and with Nick’s help, I realised that my expectations were too low, and what I could actually achieve, with the right thinking and guidance, was far beyond what I’d ever imagined.

What Nick saw – and what he made me see – was that my business had fantastic potential, but to realise that potential, things needed to change.

Even before Nick got involved, we were getting a decent volume of leads, but it was what was happening to the leads that was the problem.

We weren’t tracking them, there was no process in place and to top it all off, we didn’t have a clear pricing structure, which meant that we were nowhere near as profitable as we could be.

And that’s where Nick came into his own. He built us a bespoke lead generation and sales process, and the results were staggering.

We pretty much doubled our turnover, allowing me to build a four-person sales and marketing team that gets us more leads and more sales.

Of course, Nick’s Google Adwords expertise has been a key part of our growth, and today it’s a hugely profitable marketing pillar for us.

But regardless of the medias or mechanisms we’ve used to grow over the last three years, it’s been Nick’s rock solid marketing plan that underpins it all.

He’s stopped me trying this and that, and got me to focus on the things that’ll have the biggest impact on the business.

And I think there’s a lot more to come – we still haven’t implemented everything that Nick has given us to do, and when we do, I reckon we’ve got around another £250,000 of revenue per year to add to our figures.

And it’s not just the business that’s seen a transformation – it’s been a personal transformation too.

When Nick first got involved, I was the biggest fee earner, and consequently I was reluctant to stop getting involved in cases.

Nick eventually made me see that if I was serious about growing this business, that needed to change and as time has gone on I’ve taken on less and less work – now I don’t do any of it.

And I only wish I’d done it earlier, because the result has been me having more time to build the business, and spending time with the people that are important to me.

Not only that, but the business is stronger, because it’s much less dependent on me.

Nick was right about that one, as he has been about pretty much everything else – it pains me to say it, but it’s true!

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