|
Maximizing Your Marketing Investment
As
you plan for the success of your marketing efforts, the selection of qualified personnel is
obviously critical. A marketing department for a small to mid-sized
firm can take many shapes. Here are three options:
In-House Personnel
Some firms can afford to hire an in-house marketing person(s). There
are numerous variants of this form, some of which include:
- A highly qualified
Chief Marketing Officer/Marketing Director with an array of staff
and outside experts
- A moderately-qualified
Marketing Manager with minimal staff support and substantial
outside assistance
- A Marketing
Coordinator, implementing tasks as directed by the Marketing
Committee and an outside marketing consultant
By
far the majority of the small- to mid-size firms do not have the
resources or need to hire a full staff of in-house marketing
professionals. These firms either (a) do not have a formal marketing
function, (b) utilize a staff person who is not a marketing
professional to implement their marketing functions, or (c) outsource
the marketing efforts to a qualified marketing professional.
Staff as Marketing Personnel
Administrative staff are sometimes selected when the firm does not wish
to commit much in the way of financial or human resources to marketing.
If these staff have considerable unbillable/free time to devote to
marketing, especially on a consistent basis, the firm may be able to
accomplish selected marketing goals. Obviously, the person must have
the skills and the appropriate amount of training/education for the
given tasks. Since this person does not have marketing expertise,
he/she should be directed in terms of strategies and selection of
specific tasks by a knowledgeable marketing professional. If the firm
relies upon a partner to direct such staff, keep in mind that this a
use of valuable billable time. Further, since the partner is not a
marketing expert it will take a considerable amount of time spent in
research and day-to-day management (vs. management by a true marketing
professional).
Outsourcing
At the other end of the spectrum is utilization of an outside
marketing professional. A highly qualified marketing consultant,
with education and experience in a broad range of marketing components,
can make a tremendous impact on a firm's marketing success. The major
advantages to this approach include:
- A "virtual
marketing department" at your disposal. Some consulting firms
bring with them the ability to service virtually all of a firm's
marketing needs, including strategic planning, advertising, public
relations, coaching, client relations, and business development
programs.
- Availability of a
high-level professional that a smaller firm could not otherwise
afford or fully utilize as an in-house person.
- Substantial
cost-effectiveness, based upon the individual's ability to avoid
wasteful activities and quickly implement appropriate programs
("low learning curve").
Expert direction
and implementation of marketing programs.
- Flexibility in
increasing or decreasing marketing efforts, which would result in
regular hiring/firing of internal personnel if the same fluctuating
approach was utilized with an internal marketing department.
You
may want a consultant to help guide your strategic planning. Or you may
want a more complete
"marketing management" firm that can handle all aspects
of your marketing needs, including strategic planning, client
relations, digital marketing, advertising, public relations, marketing
materials, marketing research, coaching/training and targeted sales
programs. Either way, your firm will benefit from consultants who
specialize in designing and implementing marketing services tailored to
your firm's specific needs. Watch out for any firm that tells you
"only (fill in the blank) works in marketing." Such a
statement is an immediate red-flag that points out such individuals'
lack of knowledge and expertise – avoid them at all costs.
READ
remainder of article ...
Is it Time to Outsource Your Firm's Marketing
Department?
The Specialists in
Law Firm Marketing helps clients in outsourcing of marketing needs
(one-time projects or regular assistance) and in hiring and training
internal personnel. Contact
us to see how we can help you.
|
