Should I Target a Large Audience or Focus on a Smaller Group?

Should you invest in a big marketing campaign or a more targeted one?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:

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.

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