Hiring an internal marketing manager or an external consultant for your law firm?

When considering the marketing strategy for a law firm, the dilemma arises of whether it is better to hire an internal marketing manager or an external consultant with experience in the legal industry. Both options have their own characteristics and challenges that must be taken into account to make the best decision according to the specific needs of each firm. A common limitation faced by lawyers when hiring both an internal marketing manager and an external consultant is a lack of knowledge of the legal industry or inexperience in marketing professional services. It is crucial that the first step in hiring, whether internal or external, is to ensure that the candidate has a deep understanding of the needs and particularities of the legal industry.

Internal Marketing Manager

Hiring an internal marketing manager can offer benefits, as this person will have the opportunity to get to know the firm from the inside and work more closely with the legal team. However, there are several challenges that can arise when opting for this option, such as time and skills limitations.

An internal marketing manager can be overwhelmed with multiple simultaneous projects. It is difficult for a single person to cover all areas of marketing with the same effectiveness as a specialized team. For example, a graphic designer, a strategist, a copywriter, and a social media manager are different professions within marketing. Marketing encompasses a wide range of complex disciplines, such as strategy, business development, graphic design, directories, and digital marketing, each with its own demands and specializations. Therefore, it is inevitable that an internal marketing manager lacks in some aspect, simply because it is impossible to cover all these areas exhaustively and simultaneously.

Sometimes, a firm hires a single person to perform all these tasks, expecting them to have the skills equivalent to those of seven or more professionals, which is not realistic.

I would like to share a personal story that illustrates the reality of working as an internal marketing director in a law firm. During the first years of my career, nine years ago, I started as a marketing manager in a law firm. Over time, I was promoted to marketing director, being the only person in this position. I worked from 9 in the morning until 9 at night, trying to achieve significant results. My responsibilities included coordinating with partners, developing strategies for legal directories, translations, website management, stationery orders, and managing two committees, one for marketing and the other for business development, among many other tasks. This job was demanding due to the amount of responsibilities I had, being the only one responsible in a firm of approximately 100 lawyers.

External Marketing Consultant

Hiring an external marketing consultant can provide a series of benefits for a law firm. These agencies usually have teams of experts in various areas of marketing, from client attraction strategy, cross-selling, submissions for directories, to media advertising, website development, content creation, etc. Due to their varied team and extensive reach, the cost of services from an agency can be higher than that of an internal marketing manager. Furthermore, it is crucial to select an agency or consultant with experience in legal marketing, as the legal industry presents particularities that require a specialized approach.

In contrast to my previous experience as an internal marketing manager of a firm, I currently work as a consultant. I have gained experience working with multiple firms in Mexico and Europe. I have a team that collaborates with me, which enables us to address marketing challenges more effectively and offer more specialized solutions tailored to the needs of each client.

Which is the best option for your firm?

The decision between hiring an internal marketing manager or an external consultant will depend on several factors, such as the size, resources, and specific needs of the firm, as well as short- and long-term marketing goals. The most important thing is to adopt a mindset that your firm is a business that must invest in its growth and development, whether with internal or external experts.

An effective strategy could be to combine both options: have an internal marketing manager to ensure a deep understanding of the firm and close collaboration with the legal team, and complement this with an external consultant who brings their experience, specialized knowledge, and additional support as needed.

If you decide to hire an internal marketing manager, you may consider hiring at least two people with different and complementary skills (for example, a strategist and a designer) to ensure the best results. On the other hand, hiring an external legal marketing consultant means choosing a strategic partner who will free you from tasks such as positioning, selling, and promoting your services.

The key is to find the right formula that works best for your firm.