When it comes to digital marketing for law firms, transparency, strategy, and measurable results are crucial for a successful partnership with your agency. To ensure you’re getting a strong return on investment (ROI), it’s important to understand where your marketing dollars are going, how your campaigns are performing, and what strategies are driving results. 

The best way to do this? By asking the right questions to your digital marketing account manager.

questions to ask digital marketing account manager

1. Who Else Are You Working With in Our Market?

Why this question matters: In the legal industry, exclusivity and conflicts of interest can significantly impact your digital marketing success, especially in SEO and PPC. If your agency is working with other law firms in the same market or practice area, they may be promoting competing firms for the same keywords and ad placements. This could dilute your brand’s visibility and limit your competitive advantage.

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By understanding who else your agency is working with, you can ensure that their strategies are aligned with your firm’s best interests and that you’re receiving their full support without competing against other clients for the same audience.

2. What Are Our Primary Goals, and How Will We Measure Success?

Why this question matters: Every effective digital marketing strategy begins with clearly defined goals. Whether your focus is on increasing website traffic, generating more leads, or improving brand awareness, understanding the primary objectives helps keep your agency and your firm aligned.

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3. What is Your Strategy for Attracting and Converting Potential Clients?

Why this question matters: A strong marketing strategy should outline exactly how your agency plans to reach potential clients for your law firm. From law firm SEO and pay-per-click (PPC) campaigns to content marketing and social media, each tactic should be designed to attract, engage, and convert.

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4. What Percentage of Our Budget Goes to Media Spend vs. Management Fees?

Why this question matters: Transparency is key. Knowing exactly where your money is going helps you understand the value of the services provided. Management fees cover the agency’s time and expertise, while media spend is the amount directly used for advertising platforms, such as Google Ads or Facebook.

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5. How Do You Optimize Campaigns for Better ROI?

Why this question matters: Digital marketing requires continuous optimization. This involves refining keywords, adjusting bids, testing ad copy, and updating website content to improve conversion rates and maximize the impact of your budget.

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6. What Insights Can You Provide from Analytics?

Why this question matters: Analytics can reveal valuable insights about what’s working and what isn’t. Your account manager should be able to show you data on website traffic, user behavior, lead sources, and other metrics that directly influence your firm’s goals.

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7. How Will We Track Leads and Conversions?

Why this question matters: For law firms, tracking leads and conversions is essential to measure ROI. Ask how your agency will track leads from your website and campaigns, including phone calls, form submissions, and online chats.

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8. How Does Your Team Stay Updated on Changes in Digital Marketing?

Why this question matters: Digital marketing is constantly evolving, especially when it comes to SEO, Google Ads, and social media algorithms. It’s essential to work with an agency that stays current on best practices and platform updates.

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9. What Should We Expect in Terms of Communication and Reporting?

Why this question matters: Effective communication is key to a successful partnership. Understanding how often you’ll receive updates and reports ensures you’re always informed about your marketing efforts.

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10. How Will You Help Us Improve Our Website’s SEO and Content?

Why this question matters: SEO and content are foundational to successful digital marketing for law firms—the top traffic source for all websites is organic search. Ask how they plan to improve your site’s SEO and enhance its content to attract and engage your target audience.

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11. What Results Can We Expect, and in What Timeframe?

Why this question matters: It’s essential to set realistic expectations about what digital marketing can achieve and how long it will take to see results. Law firm marketing can be competitive, and significant results take time.

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Final Thoughts: Partnering for Long-Term Success

Working with a digital marketing agency can be transformative for your law firm’s growth, but only if you’re aligned on goals, strategy, and expectations. By asking these questions and fostering open communication with your account manager, you can make sure your marketing dollars are working as hard as you do.

For attorneys seeking the best return on their digital marketing investment, staying informed and involved is essential. Ready to take the next step? Contact our team to discuss how we can help your law firm achieve meaningful results.

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