Lawyer Marketing March Madness Day 4
Today’s match-up:
(7) Paid Search vs. (10) Marketing Consultants
Keys to this lawyer marketing match-up:
This is an interesting one. First, let’s make sure we’re talking about the right teams. Paid Search as far as this tourney is concerned, means lawyers running their own pay-per-click campaigns.
Marketing Consultants refers to any outside/in-house marketing personnel (including those that are running paid search campaigns).
I have never been a supporter of lawyer-run paid search campaigns. Managing a successful paid search campaign, is a job all by itself. Lawyers barely have enough time in their day as it is. Even those overly-ambitious types, who dedicate a couple hours each day to ppc, just can’t compete with a dedicated ppc consultant. They aren’t experts in day-parting, geo-targeting, split-testing, and understanding google’s quality score.
Shockingly, many lawyers I know are also ego freaks (hard to believe, I know). Typically their paid search strategy is “be number one” at all times. Anyone with any knowledge of pay-per-click can relate to what a “bass-ackwords” way of approaching ppc that is. That is why we hear the stories of certain legal terms going for over $100 per click.
At the other end of the court we have marketing consultants. A good marketing consultant can be the answer to a law firm’s marketing prayers. Unfortunately, just like with everything else, there a lot of marketing consultants and very few good ones (and even fewer great ones).
Out of those good ones, there are very few that are particularly good at marketing when it comes to marketing a law firm, where many of the traditional methods are non-starters (the legal profession governs itself with strict ethical rules related to advertising and marketing).
Assuming we are talking about a fairly knowledgeable lawyer marketing consultant, a #10 seed is a gross underestimation of their strength. Look for marketing consultants to stack up nicely against many of their opponents in the tournament.
Prediction:
Look for the versatile lawyer marketing consultants to go deep in this competition. I think they will easily blow passed overrated lawyer-run paid search.
Don’t forget to check out these other match-ups:
(1) Referrals from Colleagues vs. (16) Newsletters
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