Marketing costs are split between external disbursements such as advertising or web design, and time in developing and managing initiatives. How this time is resourced has long presented a challenge for law firms, but this becomes more acute in the face of large national brands.
It seems that there are three main choices:
• do it yourself in-house, sharing tasks amongst fee-earners;
• employ dedicated marketing staff; or
• contract out to an external provider.
In practice, there is usually a mix of these three resources and balancing that mix is a challenge in itself.
Solicitors in Sevenoaks