Is Your Legal Marketing Bringing Your Firm New Clients?
You’ve made it past the hardest part of marketing; implementing something new. Now, your campaign is active, and you are waiting for the phone to start ringing. Days and weeks pass and your leads have increased, but you don’t see the results you wanted. You begin to wonder, “is my marketing working?”
This is the hardest marketing question to ask ourselves. We spend a long time creating a marketing campaign, not to mention the marketing dollars we invest, and when it doesn’t work, it can be a huge loss. Not all marketing is a sure thing, even campaigns created by so-called experts who guarantee leads.
Design Your Law Firm Marketing Campaign to Succeed
Let’s start with some legal marketing 101. Before you launch any campaign, make sure you have the following items in place:
1. Tracking phone number or URL
2. Clear Call-to-Action
3. Follow-up Marketing
Without these three pieces, it can be impossible to tell if your marketing has, or could have, worked. Let’s look at each item and find out what they are so important.
First, you need tracking to understand how your marketing is performing. Without deliberate tracking in place, there is no way to tell if your marketing campaign is bringing in leads. As you set up your marketing campaign, work with your tech person and make sure you have tracking URLs, phone numbers, and other links in place.
When you have accurate tracking, you will have the data you need to assess if your marketing is producing leads and clients. You will use this information to make improvements to your marketing campaign and get a better return on investment on future marketing.
Second, make sure your ad has a clear call-to-action. If you are new to marketing, this means that your ad should ask the potential client to respond to the ad. For example, “call and ask for our PI package,” or “download our whitepaper.” The more specific your call-to-action, the better.
Remember, “free consultations” don’t work the way they used to. Potentials clients want something they can take with them NOW.
Third, make sure you follow-up with your leads. If someone took action on your offer, you want to call or email them at least once after they converted on the ad. Many potential clients are lost when lawyers don’t follow-up, so make sure you have that email follow-up in place.
Through your tracking and follow-up marketing, you should easily see if you are getting clients from your marketing campaign. If you are not doing these things, it will be difficult or impossible to tell if a campaign is bringing you more clients.
If you already have untracked marketing campaigns in the world, it is not too late! You can easily alter online ads to include tracking links and more specific call to actions. If you have print ads, you may not be able to add tracking after the fact. However, moving forward you should be implementing marketing tracking so you can know if a marketing campaign brings in new clients.
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.