My firm is looking into digital marketing. Admittedly, we know very little about it. We plan on obtaining bids from outside vendors. Can anyone provide any insight into how to evaluate vendors, what to look for, and how effective it is? Thanks in advance.

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First, learn what it is all about. Why would you invest in anything you don’t understand? You will frustrate yourself and switch vendors several times trying to figure out what you want when you don’t even know what you want. Paying a vendor can’t solve an issue you don’t understand and haven’t identified. Spend time identifying what it is that you need and what it is that you want.
This advise is 100% experience driven, not some observation.

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Hence the post asking for information.

Keep in mind that their portfolio and any client list they give you is from their successful campaigns. We generally go with word of mouth and seek out other marketing campaigns they may have done and cold call the firms to ask about their experiences. Most are receptive to our inquiries.

How can I identify their other clients who are not on the client list they give me so I can cold call them? Thanks.

Choose vendors that have worked with and understand law firms. Most legal services can’t be marketed like a cell phone or cruise; in my experience some marketing people are sure it’s the same.

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