Managing partners and founding partners often fall into one of two camps when it comes to involvement with law firm marketing. They want either total control or they want someone else to deal with everything. Either extreme is a bad choice for growing a law firm. A managing partner needs to be aware of marketing efforts, understand the big picture and be part of the overall strategic plan for firm growth. Same for the founding partners. But if he or she is involved with lengthy discussions about the use of a semi-colon versus a comma, there might be a problem.
What about you?
Big Picture and Strategic Planning. Best practices discussions for the overall growth and forward motion of the firm should include founding partners, senior partners, even senior associates. You want all hands on deck because you want feedback from the senior level. Is the firm’s branding on track? What is the vision for growth, and how are you measuring success?
Ongoing Marketing Tasks. A lot of your marketing should be automated by now. When a visitor fills out a contact form from your website, they should automatically receive an email message, their information should automatically be entered into your CRM and a live person from your office should reach out with a phone call within a very short window of time.
Meeting New Clients. Yes, client relations is part of marketing. But senior level partners should not be meeting clients until all information has been gathered and a decision is made as to who meets with the clients. If it is a simple matter, it makes more sense for an associate to meet with the client, and have the founding partner stop by for a quick hello. If it is a multi-million dollar estate, then the founding partner or a managing partner should be in the initial meeting.
Email Marketing and Blog Posts. With prepared content from IMS, these key elements of your marketing program are ready to go. You may want to have a look, modify them to suit your target market, and then get them out the door. If there’s someone in your firm who is a member of the grammar police, by all means have him or her take a look. This prepared content means that your marketing keeps going, whether you are knee-deep in preparing documents or cheering at your kid’s soccer game.
Networking and Volunteering. This is one where you need to be present, but to add more impact, bring along others from your team. That presents a unified front, shows that your team is in alignment with you and demonstrates your firm’s commitment to networking or volunteering or both.
Bylined Articles. You’re in charge of the ideas, but an associate should be in charge of the first draft, unless there’s no one in the firm who understands the issues and/or has the legal expertise to do so. Your task should be picking the topic, outlining major points, and editing the final version.