Tracking Software Can Help You Get the Best Return on Law Firm Marketing Investments

It makes sense that after you have spent hundreds of dollars on website content and online marketing campaigns, you want to know if your legal ads are working. You’ve seen a slight increase in business, but you’re not sure which of your advertising tactics should get the credit. Where do you invest more money, and which ads should you cut? These are precisely the things you should know after you launch your marketing campaign.

Tracking does not need to be expensive or complicated. It is a good practice to have your intake specialist ask each caller where they heard about your law firm. But, often your callers will restrict their answers to "internet" or "radio." If you are running multiple pay-per-click ads or advertisements, this answer isn't very helpful. The key is to have several means of tracking each potential client so you can identify the best way to spend your next marketing dollar or hour.

There are many ways you can track your marketing efforts so you know which are effective. Here are just three strategies you can implement immediately:

  • Toll-free tracking numbers. Providing your customers with a toll-free phone number not only encourages them to call by making it free to contact you, there are also special toll-free numbers that can automatically track calls, giving you vital demographic information.
  • Tracking URLs. You can set up individual URLs on your website for tracking hits and views. Tracking your practice area pages will let you know which of your practice areas are most popular, and could, therefore, be expanded. These can also work in conjunction with print ads; for example, if you have a flyer directing customers to a custom landing page, you will learn exactly how many people found you via the flyer.
  • Online tracking forms. When every one of your webpages asks for contact information or promotes your free offer, how can you tell which page spurred a client to action? If you have a trackable web form, you know exactly which page the visitor came through—and best of all, it’s automated.
  • Google Analytics.  If you have a website, you should have Google Analytics installed. Using this application, you can discover exactly which web pages are getting the most traffic, and which of your free offers are getting utilized by your internet leads. The best part about Google Analytics is that it is free, but you need to make sure you have a privacy policy on your website.Tracking your online leads.

Remember: building a beautiful business is pointless if no roads are leading to it—and if there are twenty ways to get to your door, you want to know which ones people are using. This is the same strategy used in online marketing: by “funneling” all of your customers down one path, you can be sure they are getting the full benefit of your adverting efforts.

You can also view tracking as a customer service activity. Your clients need to feel like they are being understood from the first moment they see an advertisement for your firm. That ad should speak to them, and if it is not speaking to them, they will not respond. By tracking, you can keep your best performing ads going while striking those that do not. That way, you client message is consistent and truly speaks to their needs.

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