I know my legal ad campaign is flawed, but I don’t know what the problem is. What can I do?

If you’re like most attorneys, you’ll know if your legal ads are working only because you’ve seen an increase in business since your ad campaign started. However, this isn’t a good metric for success, since there are many different facets to your marketing.

To find out what the problem is, you need to identify where the problem is. The next time you have a marketing meeting, you should focus on these three objectives:

  • Confirm what is working. Always start with the positives. This will give you something to measure the other elements of your marketing against.
     
  • Discover what isn’t working. This doesn’t mean “cutting” aspects of your campaign that aren’t doing well. In some cases, it could mean changing the way you do them. For instance, if you don’t have many Facebook followers, don’t delete the account; post a poll to encourage interaction, and set goals for updating every day.
     
  • Find out what’s next. There should always be something “in the works” for your campaign. It could be a TV spot, a YouTube video with a celebrity guest star, or a tech-savvy tip that you try to improve your exposure. Implement one at a time; at the next meeting, it should be evaluated and placed on one of the other two lists.

The most important thing is to do something every day that influences your advertising campaign. Collect emails, online articles, and news items in a folder to discuss at your next meeting. You never know what will be the next big thing in marketing, so it pays (literally) to keep your ear to the ground.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.