Your radio commercial is on the air, and you’ve seen an up-tick in business since the first day of broadcasting. Now is the time when many lawyers make the mistake of resting on their laurels, assuming that their marketing problems are over.
But you know better. As a follower of the Great Legal Marketing system, you know that your bankruptcy lawyer marketing needs constant evaluation in order to stay relevant and effective.
A few weeks after your commercial first airs, you can begin to evaluate your tracking data to hone your campaign, ensuring that all of your efforts are as streamlined as possible. Using this information, you can make any number of changes to your future radio spots, including:
- Schedule. Once you know where your customers are coming from, you can focus your campaign on those areas. Add another day part on your current station, advertise during a different show, or buy time on another station that reaches your demographic
- Niche. Your bankruptcy practice can have many different sub-practices, each with its own keywords and potential customer base. If a large percentage of your clients are filing for Chapter 11, it may be worth recording a new ad solely on that area—and making a fresh, irresistible free report to offer these customers.
- Message. Refining your message can be tricky, but you can always include audience testing in your marketing and staff meetings. Get honest feedback about the wording, tone, and even the music in your ads to make sure no opportunities are wasted.
The important thing to remember as you refine your campaign is not to make too many changes at once. Changing one thing at a time is a slow process, but it will give you more concrete data on what’s working, and ultimately be more effective. Also, any changes you make must be backed with facts that come directly from your tracking data or customer’s mouths. Your data is the best source for determining where large groups of your customers are gathered and which message will appeal to their needs.