We all know by now that in the competitive marketplace of legal services it is important to stand out from the crowd. Many firms have hired marketing departments to shape the firm’s brand, attract clients, and drive firm growth. However, the extensive range of responsibilities put on legal marketing teams can quickly become overwhelming and become a distraction from the firm’s main objectives. Outsourcing certain marketing activities can be a game-changer, saving time and energy while enhancing overall effectiveness. Working with scores of marketing teams, we’ve found that the following are the best marketing tasks to outsource to get the biggest ROI.
Awards and submissions: Let’s face it. While rankings in publications like Chambers & Partners have become a necessity at most law firms, it’s a task that can disrupt the flow of day-to-day work your marketing team is handling, especially when you submit to several categories across jurisdictions. Taking submissions off your marketing team’s plate is one of the biggest time savers we’ve seen. And as an added bonus, marketing firms that handle submissions often have valuable insights that give you a competitive edge to your submissions process.
Bios and practice area pages: Whether you are rewriting all of your website content or are updating as attorneys and practice areas are added, the large amount of never ending content needs can be taxing on marketing teams. Outsourcing writing can alleviate the burden that bulk and time sensitive content projects can put on your team. Working with a marketing agency that has experienced legal marketing professionals who have written hundreds of bios and practice areas ensures your firm’s tone will be captured, your style guide will be heeded, and the product will be top quality.
As an example, when one of our clients merged with another firm, they needed more than 100 website-ready bios in less than a month. Their marketing team was already stressed from the high-level tasks associated with the merger, so rather than burdening their team with more work, they outsourced the project, allowing them to stay focused on their strategic priorities associated with the merger.
Graphic design: With Canva at our fingertips, most marketing teams can handle simple graphic design requests, but more complex projects may be better to outsource. Without specialized graphic design skills, it can take hours to create something beyond a basic social media post. And even when your marketing team is using templates, outsourcing updates can give them a break from the monotonous task, keeping them focused on the bigger picture.
Social media management: If your firm is active on social media, you know how time-consuming content creation and posting can be. Having handled dozens of firms’ social media accounts, we know how important it is for your firm’s brand to shine through, and this can get lost when marketing teams are juggling too many projects. Outsourcing frees your marketing team from this demanding task, allowing experts to highlight your firm’s strengths efficiently and add hours back to your marketing teams’ days so that they can focus on overarching marketing goals.
For law firm marketing teams, the goal of outsourcing isn’t just about delegating tasks; it’s about strategically choosing partners to handle time-consuming and complex projects. This approach frees up your in-house team to focus on core marketing strategies and client service, ultimately leading to more efficient operations and successful outcomes. By carefully selecting which tasks to outsource, your law firm can maximize its marketing potential while allowing your in-house team to conserve their time and energy for where it’s needed most.
About Compass Legal Marketing
Compass Legal Marketing is a legal marketing agency serving as outsourced marketing manager to law firm clients from boutique to AmLaw 100 firms.
