Wednesday, July 23, 2008

Indecision Conflicts with Lead Generation

Frequently attorneys are faced with a situation where their law firm marketing programs are not working as effectively as they want (and need). What happens next is critical.

Specific law firm marketing campaigns may lose some of their steam after a while. This is a natural occurrence that could be due to a number of factors, including some level of market saturation, changing economic conditions, the impact of new legislation, or demographic changes in your audience.

If your solution to a slowdown in campaign response rates is to do ... nothing! ... well, you've got a real problem.

Marketing is about testing, particularly what we call "direct marketing." Direct marketing is a personal outreach to a specific person (like with a direct mail letters), as opposed to a mass marketing approach (like a billboard or print advertising).

Marketers frequently use "A/B" testing, which means that you make the same offer with two minor variations and test the results. For example, the "A" test could use a different opening paragraph on a direct mail piece. You then monitor the results and continually select the best performer, which is used as a "control" package that you can test against in the future.

My point is that professional marketers know it is impossible to accurately predict expected response rates. What you may think is a sure-fire winner flops, while a less attractive alternative offer shows great results.

If you are faced with declining results in your law firm marketing programs, you must take action to test alternatives. You may be surprised at what new techniques start working to generate a stream of quality business leads.

For this same reason, the Rainmaking Lady cautions attorneys not to get too bogged down in selecting from competing marketing alternatives. This could be as simple as how should I write the copy for my law firm web site? It is best to make a selection and move forward. If it doesn't work for you, then you know that you need to modify your approach.

Like they say, he who hesitates is lost. Your loss is your competitor's gain!

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