Why Legal Marketing Cannot Be Left to the Marketers

Many lawyers believe they are not benefiting from the time and money spent on marketing their firm. Online marketing can seem complicated and time-consuming and most lawyers do not want to seem self-promoting so hiring marketers seems like the best option. However, the fact is that marketing a personal brand is both necessary and not as hard as it seems. Especially in solo and small practices, lawyers are marketing their reputation every day by building relationships online and in their offline communities. But in a field where everyone is doing the same thing, where should a lawyer start and how does he or she stand out from the crowd?

In this episode of The Un-Billable Hour, Christopher Anderson interviews legal marketing consultant Mary Beth Monzingo about the importance of marketing a personal brand, how lawyers can start building relationships and connections with potential clients, and tips to a successful online marketing strategy. Monzingo encourages lawyers to market themselves at all times whether working with a client on a case or while engaging in outside hobbies and activities. Additionally, lawyers need to attend networking conferences, connect with other lawyers, stay in touch with law school alumni, and be an active part of associations and organizations. Online, lawyers should be available on most social media outlets, create valuable content, have a ‘call to action’ on their website, and always maintain a consistent presence. Monzingo encourages every lawyer to spend 2-5% of their revenue on marketing in order to see an increase of 10% or more. And, don’t forget, consistency is key.

Mary Beth Monzingo is the managing partner of Monzingo Legal, a consulting company for legal marketing and management, business development, and law firm recruiting. A specialist in helping lawyers start and build their law practices, she has consulted with hundreds of attorneys in structuring successful firms, implementing marketing departments and strategies, and recruiting top talent for expansion and growth.