Successful legal marketing campaigns generate more revenue than they cost. While this sound easy, analyzing campaign performance can involve tedious tracking of both new client intake and the cost of on-going lead generation and client retention programs.
Here are some questions to ask when analyzing the results of your legal marketing campaigns:
-- Are we targeting the right audience?
-- Are there niche markets we should pursue?
-- Are we targeting the right geography?
-- Are we meeting our goals? If not, are we above or below budget?
-- How can current campaigns be modified to improve results?
-- What is our most effective lead generator?
-- Should we increase/decrease campaign frequency?
-- What is our cost of customer acquisition?
-- What is our lifetime customer value?
-- Are there campaigns we have not tried but should, like social media marketing?
Law firm marketing is a business tool that, when used properly, will help you to reach the right audience at the right time with the right message.
Marketing is also a process and not an event, meaning that successful marketing campaigns evolve over time to deliver the client mix best suited to your law firm. If your current business development efforts are not delivering results, it is time to revitalize your efforts!
Need some help? The legal marketing book Courting Your Clients has dozens of business development ideas.
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