At Clockwork, we work very closely with in-house marketers. Our legal marketing clients, especially solo and small-team marketers, often struggle with very heavy workloads, and effective outsourcing can be crucial to immediate and long-term success. But knowing when to outsource, and when to keep work in-house, is key.
I have had the opportunity to lead panel sessions and roundtable discussions with experienced legal marketers to dive deeper into the nuances of effective outsourcing. Read on for insights and advice from the experts:
What Services Do Legal Marketers Often Outsource?
Although needs vary from firm to firm, many legal marketers listed these services as ones they outsource:
- Website Design, Support, Hosting
- SEO
- Public Relations/Social Media
- Graphic Design & Advertising
- Business Development Coaching
- Client Feedback Interviews/Studies
- Awards Submissions
- Copy Writing, Editing, Content Development
- Photography & Videography
- Event Planning
Why is Some Work a Better “Fit” to Outsource?
When reviewing the list above, legal marketers noted common reasons why certain projects are outsourced over others:
- Not needed regularly
If a project is something that comes up once a year or once in a blue moon, it often makes sense to outsource it to an expert. - Repeatable, procedural
If there is ongoing work with an established process, like posting to social media, managing the CRM, and creating email newsletters, a contractor can easily take that off the in-house teams’ hands. - Requires significant expertise
Although legal marketers wear many hats, it’s impossible to “know everything.” Producing professional videos, learning the complexities of SEO, or building and managing a public relations campaign, may be better left to an expert. - Has a defined scope
Projects with a clear deliverable, like rewriting practice descriptions or planning a specific large event, tend to be easier to outsource. Contracts can be established with a defined timeline and budget and can be managed accordingly.
What are Advantages of Keeping Work In-House?
For legal marketers unfamiliar with outsourcing, using a consultant can be daunting. Some projects are best kept in-house. Reasons for doing so include:
- More control of the work overall
When the work itself involves ongoing review or collaboration, it can be difficult to manage that when it is outsourced. - More flexible
In-house employees can “wear many hats” and reprioritize work on a moment’s notice. - More available
A consultant or freelancer may not be available when a need arises, while in-house employees have dedicated work hours. - Better understanding of firm culture
Marketing often requires writing content, which can necessitate an understanding of the firm’s personality and style. - Easier to budget
Some legal marketers state that marketing salaries do not come out of their marketing budget, while consultant fees do. - Less expensive
The hourly rate for consultants is generally higher than what employees are paid, if calculated by the hour. However, the cost for using a consultant, on an annual basis, can sometimes be competitive with salaried employees.
What are Advantages of Using Service Providers?
Legal marketers experienced in using consultants and service providers often prefer them to hiring additional staff. Reasons for doing so include:
- Less or no time to train and manage
When highly experienced consultants are used, in-house marketers can avoid spending hours training and monitoring the work they produce. - New ideas and solutions
Consultants often have experience working with other law firms and bring external perspectives and proven solutions that may not otherwise be considered. - Offered a “seat at the table”
For whatever reason, many legal marketers noted that attorneys often listen to recommendations consultants provide, whereas they are less apt to take the same advice from an in-house marketer. - Only pay for hours worked
Service providers generally are paid by the hour, or for a specific scope of work. They can be brought on board for specific projects or during busy periods. - Easier to terminate
Firing an employee can be difficult, both legally and emotionally. If a consultant is not working out, it is generally a simple process to end the relationship. - OK to take credit
When in-house marketers bring in a consultant and the work is well received at the firm, the marketer should receive a large part of the credit for that work. Consultants want their in-house marketing clients to get the kudos! - Allows in-house staff to focus on what they do best
Whenever possible, in-house marketers outsource work that they don’t enjoy doing so they can concentrate on the work they are most experienced and efficient at.
How do you effectively vet and manage consultants?
Legal marketers usually ask their colleagues for referrals or find consultants through LMA and other networking groups. When asked how to best vet and manage consultants, legal marketers suggest others should:
- Check the consultant’s current and pending work to make sure they will be available.
- Verify the project really falls in the consultant’s “sweet spot” in terms of past experience and what they like to do most.
- Make sure the scope, schedule, rate, and deliverables are clearly defined. A formal written contract is recommended.
- Have a procedure in place when added time/added scope of work is needed so there are no “surprise” invoices.
- Set a process for regular check-ins and communication. Provide regular feedback (in both directions).
Do what you do best, outsource the rest
The responsibilities and expectations for legal marketers constantly expand and evolve, and new skills and technologies take time to learn. But conversely, there are still only 24 hours in a day! We each have talents that come naturally and things we find more difficult. Generally speaking, the work that comes more easily is usually the work that we excel at we find most enjoyable. By focusing on the work you love and outsourcing work you find daunting or tedious, legal marketers can often have a better work experience and provide better service to their firms overall.
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