Imagine you have a large sum of money to invest, but you can’t afford to lose it. Would you place it all on one stock and wait to see what happens?

Of course not. Similarly, you shouldn’t sink all of your advertising budget into your website and then sit back and wait for the customers to pour in. Legal marketing is a constant process that must be evaluated on a regular basis, and the only way to know if your legal ads are working is by getting concrete information on your return on investment.

Let’s explore guidelines for seeing a return on your marketing investment. The first rule of your marketing (you know this one by now) is to get the customer to contact you, including:

  • Today's case. These people are actively seeking an attorney. They want to pursue a case and it is just a matter of choosing who will represent them.
  • Tomorrow's case. These are people who request a book, have contacted you in the past, or do not have a case that you want to take. All of these names go into your database.

If done correctly, each contact with a customer should give you at best a case, at worst, their information to contact them later—giving you a net gain on your investment. Now your question becomes, how do I reach these people?

If you have one main marketing tactic that brings in your business, you should supplement it with others (even if you don’t currently need to). Putting all your advertising eggs in one basket is a very bad idea; your marketing portfolio should contain many different avenues by which to reach your target audience.

To find out which forms of media can get your firm the best return on investment, call 888-791-2150 today to join the Great Legal Marketing team.

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