Track which marketing activities work and which ones don’t?
The internet offers many, many, many excellent ways to market your law firm. And this is in addition to the traditional law firm marketing options such as brochures, radio, TV, giving talks, networking, etc.
The internet is a wonderful vehicle for lawyer marketing because the internet is an information-delivery mechanism; lawyers are in the information business. The two work great together.
This website (thePAPERLESSlawyer) shares a large variety of marketing strategies and activities. You should realize that not all marketing activities will be best for your firm. In other words, not all marketing activities you try will result in an acceptable return on investment (ROI).
There is no marketing formula for lawyers. I suggest you get informed about marketing. Then try various marketing activities and TRACK the results. It’s imperative you track the results.
Tracking results means you need to track how much time and money you invest and then the return. Tracking the money spent is easy.
Tracking time, until now, was a bit more difficult. Now, with with RescueTime, you can effortless and automatically track how much time you spend on marketing. RescueTime is an online service that automatically tracks what you do on your computer.
How to track your marketing results?
Every person who answers the phone in my firm has a spreadsheet on which they track the types of calls that come in the firm (by practice area). When I interview anyone, I ask how they learned of our firm.
That’s it. Short answer to how to track law firm marketing results: ask all people who contact your firm. Track the numbers – those who contact you, those who make an appointment, and those who hire you. You can take it further and correlate the fees earned to the marketing method that brought the client into your firm.
I caution that you don’t go extreme. We practice restraint. When a person first calls our firm, we don’t ask how they hear about us. I figure it’s not the time or place. Yes, it would be very nice to know, but I’m sure not going to alienate a prospective client for figures and statistics.
Don’t give up on marketing your firm if something you did was a disaster. I’ve wasted money on disastrous marketing activities. However, I’ve also hit marketing home runs.
I’m reminded about an old investment adage that you need to only find and invest big in three investments throughout your life to make a fortune. The key is cutting off losses on the losers before the farm is lost so capital is preserved for the right pick. Marketing is the same; not every activity needs to be a success. Instead a few successful marketing activities will build your firm big time.
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