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Ross Kernez | Consulting

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Hire the Top Rated Fractional Law Firm CMO

Full Bio
Ross Kernez is a digital marketer, community builder, mentor, and author. He is the founder of NYC-based SEO Meetup, a group of 2900 marketing professionals who meet monthly to network and discuss the latest trends and happenings in the industry.
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Published: 07.11.2024
As a Fractional Law Firm CMO, I leverage over 15 years of proven experience in driving significant business growth through strategic and innovative marketing solutions. My approach is designed to provide small businesses, start-ups, mid-sized and enterprise companies with the leadership and expertise they need, without the long-term commitment or high cost of a full-time executive. I have worked in the digital marketing field as an independent marketing consultant working with enterprise companies and startups—advising on Earned media (SEO, ASO, Content Marketing, Digital PR, Email Marketing, Influencer Marketing, Affiliate Marketing), Paid media (Paid Search, Paid Social, Programmatic, Media Strategy),Creative (Branding & Web design), CRO & UX.
By working with me, you gain access to top-tier marketing leadership and the ability to implement advanced marketing strategies that are tailored to your unique business goals. My expertise covers a wide range of industries, enabling me to bring a fresh, adaptable perspective to each client. From omni channel marketing and brand development to demand generation and go-to-market strategies, I ensure that your business stays ahead of the curve, benefiting from the latest marketing trends and insights. Whether you're looking to enter new markets, boost lead generation, or enhance your overall brand presence, I can help craft and execute a strategic marketing plan that aligns with your business objectives.
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Hire the Top Rated Fractional Law Firm CMO

Fractional Law Firm CMO
"If you can work with Ross, make it happen — you won't regret it!"
— Jennifer Anderson
Unlock your brand's full potential with a top-rated Fractional Law Firm CMO

In today’s fast-paced and competitive market, businesses need expert marketing leadership to stand out and drive growth. But hiring a full-time CMO can be costly and often unnecessary. That’s where a top-rated Fractional CMO comes in—offering the strategic expertise of a chief marketing officer without the overhead of a full-time hire.

As a Fractional CMO, I deliver customized marketing strategies tailored to your business needs. From optimizing your brand positioning to scaling digital marketing efforts, I provide the insights, leadership, and execution needed to achieve measurable results. Whether you're a startup looking to scale or an established company seeking to refine your strategy, I help unlock the true potential of your brand.

With proven success across diverse industries, I bring a fresh perspective and actionable solutions to every challenge. Partner with me, and together we’ll accelerate your business growth while staying agile and cost-effective. Ready to take your marketing to the next level? Let's connect!

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    Fractional Law Firm CMO
    What can I bring to your company when you hire me as Fractional Law Firm CMO?

    I find myself in a privileged position through hosting my marketing meetups, where I have access to a wealth of data alongside my fellow members. These gatherings serve as a fertile ground for the exchange of insights and information stemming from diverse industries. My team and I take it upon ourselves to meticulously gather and arrange this data, ensuring that every participant can reap the benefits from a broad pool of knowledge. As we all know, unstructured data holds little to no value, much like unmined gold lying dormant underground, waiting to be discovered and valued..

    We delve into this data reservoir, sifting through to find and present the most valuable pieces of information — the golden nuggets that can offer substantial learning experiences to our attendees.

    Would you be interested in granting your attendees access to this repository of golden opportunities?

    Find out more
    Experienced Fractional Law Firm CMO

    I have worked in numerous large enterprises within the marketing & SEO departments. Taking these businesses up the search engine result pages (SERPS), these roles formed the bases of my experience.

    I have also been fortunate enough to advise & consult numerous smaller and medium businesses across a wide array of verticals and this also greatly enhanced my knowledge about the market and of course how to implement a ‘search’ strategy to garner visibility and generate revenue.

    Fractional Law Firm CMO
    Fractional Law Firm CMO
    Who is Ross Kernez?

    With over 15+ years of experience, I specialize in building marketing systems that consistently attract and retain customers. My approach is rooted in meticulous processes, ensuring that every aspect of my work is efficient, scalable, and impactful. From complex tasks like SEO to comprehensive strategies, I design systems that minimize friction and cost while maximizing results.

    Ross is deeply involved in the marketing and tech community, mentoring startups at organizations like Techstars and Starta. He is known for his expertise in search engine optimization, digital marketing, and leveraging data analytics for marketing success.

    Here’s some feedback from someone who has worked with Ross
    Bringing in a Fractional CMO for our law firm completely transformed our marketing efforts. We knew we needed to modernize our approach, but we lacked the in-house expertise to develop a comprehensive strategy. Our Fractional CMO brought a fresh, outside perspective and worked closely with us to refine our messaging and improve our digital presence. They provided a clear strategy for lead generation, revamped our website content, and helped us implement targeted advertising campaigns. Within months, we saw an uptick in client inquiries and stronger engagement. Having executive-level marketing expertise on a part-time basis was the perfect solution for us.
    — Sedi E.
    Our law firm had been struggling to break through a competitive market, and we didn't have the budget for a full-time CMO. Hiring a Fractional CMO was a game-changer. They developed a customized marketing plan that was aligned with our goals and budget. They helped us optimize our SEO, refine our content strategy, and launch a successful email campaign targeting potential clients in specific practice areas. The ability to get high-level marketing leadership without committing to a full-time salary was exactly what we needed. We've seen significant growth in our client base and a better return on our marketing investment since bringing them on
    — Pomg A.
    As a mid-sized law firm, we knew we needed to improve our marketing but didn’t have the resources for a full-time CMO. The Fractional CMO we hired was the perfect fit. They worked with us to create a strong, cohesive brand that resonates with our target audience. Not only did they help us create and execute a multi-channel marketing strategy, but they also guided our internal team on best practices for digital marketing, content creation, and client engagement. Their expertise has been instrumental in boosting our online presence, and we’ve noticed a significant increase in qualified leads. The flexibility of having them work part-time was ideal for our needs.
    — Fed S.
    Forget About Marketing Stress Behind
    My Process
    Let's Collaborate
    1. Describe your project
    2.Schedule a Call
    3. Develop Strategic High Level Plan
    4. Accountability on both sides
    Fractional Law Firm CMO
    What should you expect from your Fractional Law Firm CMO

    When working with a fractional CMO for your law firm, you can expect a range of services and benefits that help elevate your firm’s marketing strategy without the commitment of a full-time hire. The fractional CMO will begin by conducting a thorough assessment of your current marketing efforts, analyzing strengths and weaknesses. This includes evaluating your firm’s brand identity, digital presence, messaging, and client acquisition strategies. The goal is to identify areas where improvements can be made to achieve better results. From there, they will collaborate with your team to develop a tailored marketing plan that aligns with your firm’s objectives, whether that’s attracting new clients, enhancing your brand, or expanding into new practice areas.

     

    Your fractional CMO will bring senior-level expertise, meaning you’ll receive strategic guidance on how to position your firm in the marketplace. This involves crafting a clear and compelling brand story that resonates with potential clients and differentiates you from competitors. You can expect a focus on consistency across all communication channels, including your website, social media, email campaigns, and any advertising efforts. They will likely revamp or refine your digital marketing strategies, optimizing your website for search engines (SEO), implementing content marketing plans, and utilizing paid digital advertising to boost lead generation. Expect them to oversee or directly manage the execution of these strategies, whether through in-house staff or external vendors.

     

    A key part of the fractional CMO’s role is ensuring that your marketing efforts are data-driven and measurable. They will set clear performance metrics and provide regular reporting to track progress. This ensures that the money you spend on marketing is generating results, with the CMO continuously adjusting the strategy based on what is working and what isn’t. You can also expect them to help streamline your marketing operations, bringing efficiency to how your firm handles marketing activities. This could include establishing processes for content production, improving internal communication regarding marketing initiatives, or mentoring your existing marketing team to enhance their skills and productivity.

     

    Since fractional CMOs are typically brought in part-time, you’ll benefit from their expertise without the cost of a full-time executive. This means you’ll have access to high-level strategy and leadership while controlling your budget. The flexibility of this arrangement allows you to scale the CMO’s involvement up or down based on your firm’s changing needs. They may work with you for just a few hours a week, focusing on a specific project or campaign, or they could provide ongoing marketing leadership if your firm’s goals require more sustained support.

     

    Another expectation is that the fractional CMO will bring an outsider’s perspective, which can be incredibly valuable. They aren’t entrenched in your firm’s day-to-day operations, which allows them to approach challenges and opportunities with fresh eyes. This objective viewpoint can uncover blind spots and open new avenues for growth. You can also expect the CMO to stay informed on the latest marketing trends and tools, applying innovative approaches to keep your firm competitive in the digital landscape. Given their experience working across various industries, including the legal sector, they will be familiar with best practices for marketing a law firm while adhering to ethical and regulatory guidelines.

     

    Finally, working with a fractional CMO means collaboration. They will partner with your firm’s leadership to ensure marketing efforts align with your overall business goals. Expect regular check-ins, progress updates, and strategic discussions to keep everyone aligned. They’ll also ensure that marketing initiatives are in harmony with other departments, like business development or client relations, ensuring a cohesive approach that maximizes the firm’s impact.

     

    You can expect strategic leadership, improved brand positioning, data-driven results, enhanced digital presence, operational efficiency, and flexible, cost-effective expertise from your fractional CMO. Their involvement can bring transformational changes to your law firm’s marketing efforts, positioning your firm for growth and success in an increasingly competitive market.

    Topics that I can cover
    Brand Marketing
    Fractional CMO
    Content Marketing
    Email Marketing
    Programmatic Marketing
    Growth Marketing
    Paid Search Marketing
    Paid Social Marketing
    Marketing Strategy 
    Digital PR
    SEO Marketing
    Social Media Marketing
    FAQs

    What is a Fractional CMO, and How Do They Work with Law Firms?

    A fractional CMO is a senior marketing professional hired on a part-time or contract basis to provide strategic marketing leadership to law firms. Rather than committing to a full-time executive, law firms can engage a fractional CMO for a set number of hours per week or month. These professionals typically work remotely or come into the office as needed, collaborating with firm leadership to build and implement effective marketing strategies. For law firms, a fractional CMO can focus on essential areas such as branding, digital marketing, lead generation, and client retention strategies. They bring a fresh perspective and can make an immediate impact, helping to align marketing initiatives with the firm’s business objectives. Because they work on a part-time basis, law firms can control costs while still benefiting from their expertise.

    Why Should Law Firms Consider Hiring a Fractional CMO?

    Law firms face unique marketing challenges that often require specialized knowledge. From navigating ethical guidelines in legal advertising to differentiating themselves in a crowded market, law firms need someone who understands how to position their services effectively. A full-time CMO may be out of reach for many small to mid-sized law firms due to the high salary requirements. Fractional CMOs provide a flexible solution. Firms only pay for the services they need, whether it’s for a few hours a week or for the duration of a specific marketing campaign. This allows firms to access top-tier talent without the long-term financial commitment, providing high return on investment. Additionally, many law firms do not need a full-time CMO but do require the strategic oversight a CMO brings. A fractional CMO fills that gap perfectly, ensuring the firm is not overpaying for talent it doesn’t need on a full-time basis.

    How Does a Fractional CMO Differ from a Full-Time CMO?

    The main difference between a fractional CMO and a full-time CMO is the level of time commitment and financial investment. A full-time CMO is a permanent hire, typically receiving a six-figure salary along with benefits. They are responsible for overseeing all aspects of the firm’s marketing strategy, managing the marketing team, and working closely with other members of the firm’s executive team. On the other hand, a fractional CMO works part-time and may be hired on a temporary or project-based contract. They usually have multiple clients and may only dedicate a certain number of hours per week or month to a single firm. This flexibility allows firms to pay only for the time and expertise they need, without the long-term financial commitment of a full-time hire. However, both full-time and fractional CMOs are responsible for the same high-level strategic work. In both cases, they are expected to set the overall marketing direction, ensure brand consistency, and deliver measurable marketing outcomes.

    What Are the Primary Responsibilities of a Fractional CMO in a Law Firm?

    A fractional CMO’s primary role is to oversee and implement the marketing strategy for the firm. They are responsible for creating a long-term marketing plan that aligns with the firm’s business objectives. This includes developing a strong brand identity that resonates with the firm’s target audience, overseeing digital marketing efforts such as content marketing, search engine optimization (SEO), and paid advertising campaigns. Additionally, they may be tasked with analyzing the firm’s current marketing efforts, identifying areas for improvement, and recommending new tactics to increase lead generation and client acquisition. Beyond strategy, a fractional CMO may work closely with the firm’s marketing team, or if no team exists, they may manage external vendors such as digital marketing agencies or freelancers. They also track and report on the success of marketing campaigns, ensuring that the firm is achieving a positive return on its marketing investment.

    Can a Fractional CMO Help Improve a Law Firm’s Digital Presence?

    Absolutely. One of the key areas where fractional CMOs can add significant value to a law firm is by enhancing its digital presence. In today’s market, potential clients often begin their search for legal services online, making a strong digital strategy essential. A fractional CMO can audit the firm’s website and digital assets, ensuring that the firm is easily discoverable on search engines through optimized SEO practices. They may also help build out content marketing strategies, such as legal blogs, whitepapers, and case studies that demonstrate the firm’s expertise in key practice areas. Social media management is another area where a fractional CMO can make a big impact. They can help the firm establish a professional presence on platforms like LinkedIn, ensuring that the firm is engaging with potential clients and referral sources. Additionally, a fractional CMO can run targeted digital advertising campaigns, using pay-per-click (PPC) ads or social media ads to reach new audiences.

    How Does a Law Firm Know If It’s the Right Time to Hire a Fractional CMO?

    Many law firms reach a point where they realize that their current marketing efforts are not producing the desired results. This is often the right time to consider hiring a fractional CMO. Signs that a firm could benefit from this service include stagnant lead generation, a lack of clear marketing direction, or inconsistent branding across different marketing channels. Law firms that have recently gone through a growth phase or are looking to expand into new markets may also benefit from the strategic insight that a fractional CMO brings. If the firm’s partners are currently managing marketing efforts on their own, this can be a major red flag that it’s time to bring in outside help. While partners may be experts in the law, they may not have the expertise to build a cohesive marketing strategy, and their time is likely better spent focusing on their legal practice. A fractional CMO can relieve the partners of this responsibility, allowing them to focus on what they do best while ensuring that the firm’s marketing is in capable hands.

    How Much Does It Cost to Hire a Fractional CMO for a Law Firm?

    The cost of hiring a fractional CMO can vary widely depending on the scope of work, the size of the firm, and the level of experience the CMO brings. In general, firms can expect to pay anywhere from $3,000 to $10,000 per month for fractional CMO services. This may include a set number of hours per month, with the option to scale up or down depending on the firm’s needs. Some CMOs may also work on a project basis, charging a flat fee for a specific engagement, such as launching a new website or rebranding the firm. While this may seem like a significant investment, it is considerably less than the cost of hiring a full-time CMO, who can command a six-figure salary plus benefits. Furthermore, the ROI from hiring a fractional CMO can be substantial, particularly if they are able to significantly improve the firm’s lead generation and client acquisition efforts.

    How Long Does a Fractional CMO Typically Work with a Law Firm?

    The duration of a fractional CMO’s engagement can vary depending on the firm’s needs. Some law firms may hire a fractional CMO on an ongoing basis, allowing them to continuously manage and refine the firm’s marketing strategy. Others may engage a fractional CMO for a specific project, such as a website redesign or a rebranding initiative, with the engagement ending once the project is complete. On average, law firms tend to work with fractional CMOs for a period of six months to two years. This allows enough time for the CMO to implement a new marketing strategy, track the results, and make adjustments as needed. If the firm is satisfied with the results, the relationship can continue indefinitely. The flexibility of the fractional model means that the firm can scale the CMO’s hours up or down based on the firm’s marketing needs at any given time.

    What Are the Key Benefits of Hiring a Fractional CMO for a Law Firm?

    There are several key benefits to hiring a fractional CMO, especially for law firms that may not have the budget for a full-time marketing executive. First and foremost, a fractional CMO brings a high level of marketing expertise to the firm without the long-term financial commitment of a full-time hire. They can provide an outside perspective, helping the firm identify new opportunities for growth and areas where its marketing efforts may be falling short. Fractional CMOs also offer flexibility, allowing the firm to scale their services up or down depending on its needs. This means the firm can access top-tier talent without overcommitting to a full-time role. Additionally, a fractional CMO can have an immediate impact, helping to create and execute a comprehensive marketing strategy that aligns with the firm’s business objectives. Finally, by taking on the responsibility of managing the firm’s marketing efforts, a fractional CMO allows the firm’s partners and attorneys to focus on practicing law, rather than worrying about marketing.

    Can a Fractional CMO Help with Lead Generation for a Law Firm?

    Yes, a fractional CMO can significantly enhance lead generation efforts for a law firm. One of their main responsibilities is to create and implement a marketing strategy designed to attract new clients. They do this by developing targeted digital marketing campaigns, optimizing the firm’s website for lead capture, and using content marketing to build trust and authority. A fractional CMO can identify the ideal client base for the firm and craft tailored strategies that appeal to this audience, whether through search engine optimization (SEO), pay-per-click (PPC) advertising, email marketing, or other digital marketing tools. The goal is to create a steady stream of qualified leads that the firm can convert into clients.

    Fractional CMOs also analyze existing marketing efforts to identify areas that are not performing well and make data-driven decisions to improve outcomes. By tracking performance metrics such as website traffic, conversion rates, and return on ad spend, they ensure that the firm’s marketing budget is being used effectively. This level of strategic oversight is essential for law firms that may not have the resources to manage marketing internally or need expertise to improve their lead generation tactics.

    How Does a Fractional CMO Help Differentiate a Law Firm from Competitors?

    In a crowded legal marketplace, differentiation is critical for success. A fractional CMO helps law firms stand out by developing a unique brand identity and messaging that speaks to the firm’s target audience. This process starts with an in-depth analysis of the firm’s strengths, values, and market position, as well as a review of competitors’ branding and marketing strategies. From there, the CMO works to craft a brand that is distinct and compelling, often developing new logos, taglines, and visual identity elements. This branding is then applied consistently across all marketing materials, including the website, social media channels, and advertising.

    A key part of differentiation is showcasing the firm’s unique expertise. Whether through thought leadership content like blogs, articles, and whitepapers, or by highlighting key case results and client testimonials, a fractional CMO ensures that the firm is positioned as a leader in its specific practice areas. By leveraging these tactics, the CMO helps the firm build credibility and trust, which can be essential in attracting new clients.

    Will a Fractional CMO Overhaul the Law Firm’s Existing Marketing Efforts?

    A fractional CMO may or may not overhaul a firm’s current marketing, depending on what is already in place. In some cases, the firm may have a solid foundation that just needs refinement, while in others, a complete overhaul might be necessary to align the marketing strategy with the firm’s long-term goals. When a fractional CMO comes on board, they typically begin by conducting an audit of the firm’s existing marketing efforts. This includes reviewing the website, digital marketing campaigns, branding, and any marketing materials the firm has in place. Based on this audit, they identify areas of strength and weakness.

    If the existing strategy is effective but just needs optimization, the fractional CMO will likely focus on making targeted improvements. For example, they might fine-tune SEO, streamline content production, or adjust PPC campaigns for better ROI. However, if the firm’s branding is inconsistent, its website outdated, or its messaging unclear, the fractional CMO may recommend a more comprehensive overhaul. Their goal is to create a cohesive, results-driven marketing strategy that supports the firm’s growth objectives.

    How Do Fractional CMOs Collaborate with In-House Teams?

    Fractional CMOs often work in collaboration with a firm’s existing marketing team or administrative staff. If the firm has an in-house marketing department, the fractional CMO will typically oversee the team’s efforts, providing strategic guidance and ensuring that all campaigns align with the firm’s goals. They may also mentor in-house staff, helping them develop new skills or providing insights into best practices in legal marketing. This collaborative approach ensures that both the in-house team and the fractional CMO are working toward the same objectives.

    For law firms without a dedicated marketing team, a fractional CMO may take on a more hands-on role, working directly with external vendors such as web developers, copywriters, and digital marketing agencies to execute the firm’s marketing strategy. In this case, the fractional CMO acts as the firm’s marketing leader, making sure all outsourced work is cohesive and effective. In either scenario, communication and collaboration are key, and the fractional CMO will typically report progress to the firm’s partners or leadership team on a regular basis.

    How Is Success Measured When Hiring a Fractional CMO?

    Measuring the success of a fractional CMO involves tracking both quantitative and qualitative outcomes. From a quantitative perspective, the CMO will work with the firm to establish key performance indicators (KPIs) at the outset of their engagement. These KPIs typically include metrics such as website traffic, lead generation, conversion rates, and return on investment for marketing campaigns. Over time, the fractional CMO will track these metrics and provide regular reports to the firm’s leadership, demonstrating how the marketing efforts are contributing to the firm’s overall business goals.

    Qualitatively, success can also be measured by improvements in brand recognition, client satisfaction, and internal efficiencies within the firm’s marketing operations. For example, a successful engagement might result in the firm having a more cohesive and professional brand, more consistent communication across all marketing channels, and better alignment between the firm’s business objectives and its marketing strategy. While these outcomes may not be as easy to measure in numbers, they can be equally important in determining the long-term success of the CMO’s efforts.

    Can a Fractional CMO Help Law Firms with Ethics Compliance in Advertising?

    Legal marketing comes with unique challenges, particularly when it comes to ensuring compliance with state bar regulations and ethical guidelines. Fractional CMOs with experience in the legal industry understand these challenges and can help law firms navigate them effectively. They ensure that all marketing and advertising materials comply with the American Bar Association’s (ABA) rules on legal advertising and any applicable state-specific guidelines.

    This includes reviewing advertisements to ensure they are not misleading, do not create unjustified expectations, and accurately reflect the firm’s services and areas of expertise. Additionally, a fractional CMO can ensure that disclaimers, disclosures, and other necessary legal language are included in all relevant marketing materials. By working closely with the firm’s partners or legal ethics counsel, the CMO helps the firm avoid costly mistakes that could result in disciplinary action or reputational harm.

    How Do Fractional CMOs Stay Updated on Legal Industry Trends?

    Staying on top of legal industry trends is crucial for any CMO working in the legal field. Fractional CMOs with experience in law firm marketing continuously monitor developments in both marketing best practices and the legal industry itself. They do this through various means, including attending industry conferences, participating in webinars, reading trade publications, and being members of legal marketing associations such as the Legal Marketing Association (LMA). These professionals understand the specific nuances of marketing legal services and are adept at adapting their strategies to align with changes in consumer behavior, legal technology, and regulatory updates.

    In addition to general marketing trends, fractional CMOs also pay close attention to how prospective clients seek legal services. Whether it’s the rise of mobile search, the importance of online reviews, or the growing demand for content marketing, they stay current on all factors that affect how law firms acquire clients. This allows them to develop innovative marketing strategies that keep the firm competitive and visible in a rapidly changing marketplace.

    How Does a Fractional CMO Help a Law Firm Build Thought Leadership?

    Thought leadership is an essential component of a law firm’s marketing strategy, as it helps build credibility, authority, and trust with potential clients. A fractional CMO can help a law firm develop a thought leadership strategy that showcases the expertise of its attorneys. This typically involves creating and promoting high-quality content such as blog posts, articles, whitepapers, and case studies that highlight the firm’s knowledge in its key practice areas.