When developing your attorney marketing plan, you might be tempted to use up a large part of your budget on a campaign that you feel will be seen by as many people as possible.
Many lawyers will see initial success with a maneuver like this, but two problems tend to result:
- Potential clients who make contact don’t have the kinds of cases that your firm is looking for.
- Your firm gets caught up in a rush of activity inspired by the big expensive ads, but then calls drop off, and you have no cash flow to invest in updated marketing.
As you can see, the first problem feeds into the second.
If all of the calls you get from a big, ambitious ad campaign are from poor prospects, what that campaign has produced is essentially a lot of busy-work and no revenue on-hand for future advertising. It’s better to have a small but effective campaign that will draw in targeted prospects who need the kind of casework you can best provide.