Lawyers should vet every vendor they work with, and in practice, they should look at a few different providers before selecting one.
That’s a difficult thing to do, however, because lawyers know about lawyering — but not as much about technology and marketing.
Part of the process, then, is for attorneys to educate themselves about what their vendors are able to do for them.
Here, we decided to shortcut that process a little bit, by inviting Conrad Saam of Mockingbird Marketing onto the Non-Eventcast podcast.
Conrad digs deep on how law firms should vet digital marketing agencies, including what to watch out for.
We kick things off by asking Conrad about how law firms get locked into using proprietary software tools by marketing firms (6:01). After that, we talk about how to define leads (9:02), and the potential for a marketing agency to sell law firm leads as their own (18:30).
Next, Conrad discusses branded versus non-branded queries, and how understanding that concept plays into the management of your vendor relationship (21:18).
Finally, Conrad covers how digital marketing agencies may share data with law firm competitors — even inadvertently — when working with law firms in the same practice area or in the same location (29:13).
If you feel like your digital marketing agency is managing you, listen to this podcast to get a better handle on that relationship.
Feel free to also check out our CRM Buyers Guide at the Non-Event for more on the latest resources to grow your business. (The Non-Event is supported by vendor sponsorships.)
Jared Correia, a consultant and legal technology expert, is the host of the Non-Eventcast, the featured podcast of the Above the Law Non-Event for Tech-Perplexed Lawyers.
