The Importance of Ownership in Law Firm Marketing: Unveiling the Hidden Potential
In the world of law firm marketing, the concept of ownership extends far beyond owning the physical business itself. Ownership also refers to control over key marketing assets and processes. In today’s digital landscape, a law firm’s marketing assets range from its website, domain, social media accounts, and content to even its ad campaign data. This article sheds light on the importance of maintaining ownership of these assets, potential pitfalls to avoid, and ways to navigate the complex landscape of law firm marketing.
Ownership’s Significance in Law Firm Marketing
When considering law firm marketing, a significant focus should be on the ownership of key marketing assets. These include websites, social and directory platforms, content, analytics and data platforms, and chat and call services. It is crucial for law firms to maintain control over these assets to avoid unforeseen challenges, especially when switching marketing agencies.
For instance, control over the website and domain is vital. They serve as the online ‘home’ of the business. Losing control over them can be compared to losing the keys to your physical office. Additionally, control over social media accounts and directory platforms is necessary for maintaining a firm’s online presence and reach.
Website Ownership: Reading the Fine Print
When it comes to websites, it’s important to understand the contractual terms related to website ownership. Several challenges may arise when transitioning to a new marketing agency, especially concerning website control and lease agreements. Understanding the pros and cons of proprietary platforms can help you know what you’re getting into.
Furthermore, consider who owns the domain. If an agency owns the domain, it might create issues if the law firm decides to switch agencies. It’s imperative the law firm has full ownership and control over its domain.
Online Presence and Ownership of Content
Having control over key marketing assets is important when transitioning to a new marketing agency. This includes having control over the domain, social media accounts, and directory platforms. Ensuring you have access to these accounts, even if you change agencies, is vital.
Content ownership extends beyond just the written words on your website. It includes images, videos, and even the source files of these materials. Not owning the content can lead to challenges, especially if the content is not unique or if it is reused across multiple clients.
Importance of Agency Control and Access
When it comes to Google Analytics, Google Ads, and Facebook Ads accounts, law firms have to maintain control. If an agency creates proprietary dashboards for these platforms, it could lead to issues in accessing historical ad campaign data.
Moreover, having access to the actual ad spend can help verify the accuracy of ad expenditure. This prevents situations where an agency might be charging more than what’s being spent on the ads.
In summary, ownership in law firm marketing extends far beyond owning the physical business. It encompasses a wide range of marketing assets that are crucial for the firm’s online presence and marketing efforts. Law firms need to ensure they have control and ownership over these assets to navigate the complex landscape of law firm marketing successfully.If you want to learn more about owning your key marketing assets , check out https://www.nextlevel.legal/episode/lfn112.