Do I really need to track my advertising campaign? I can tell when business is picking up, and it’s obviously because of my marketing efforts. Why should I spend money on tracking software?

There may be no greater indicator of where the market is going than tracking your advertising efforts. Think of your marketing campaign as a finely-tuned sports car: tracking is the compass that tells you where the best roads are.

A few things to keep in mind when it comes to tracking the effects of your marketing for personal injury lawyers:

  • Correlation is not causation. You may have gotten an influx of clients because of your new marketing campaign, but it also could be because a competitor went out of business, or a recent client gave your business cards out at a conference. Knowing why your business is successful is key to keeping it successful for years to come.
  • You may have multiple balls in the air. Effective marketing is a juggling act. You may have several commercials, multiple practice areas, and four or five specific marketing materials out to the public at once. Think of how much money you will save by knowing which one is bringing in all the new business (and which ones you need not pursue in the future).
  • You may not need to spend much. There are some software options that will evaluate your marketing for free. For example, Google Analytics is a free online tool that can tell you basic statistics, such as the search terms people used to find your site, how long they stayed on your pages, and which search terms are the most popular—all invaluable to your marketing campaign.

Of course, there is more to tracking than just identifying popular keywords. You must also set up individual phone numbers or websites for each piece of your marketing pie, pinpointing exactly where your customers are coming from.

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