You cannot grow your law firm if you don’t have a handle on your marketing costs and ROI.
John Wannamaker, a pioneer in marketing, once said, “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.”
This quote was true to a point back in the 1800s when Wannamaker made it.
Not so true today!
Online marketing can be tracked meticulously by using technology and Google analytics. The real problem is when people call into your office.
The typical law firm doesn’t even ask the new caller how he or she heard about their law firm.
Those who do ask are often given misguided information from the caller, especially if the lawyer has a robust marketing presence in his or her market.
So, how do you overcome this disinformation?
You ask this one simple question…
“What were you looking at when you dialed our number?”
This short, simple question can give you and your law firm valuable information on what prompted the action to pick up the phone and call your office.
You must track your marketing dollars to ensure you are not wasting your money.
Basically, there are really three takeaways from this one tip:
- Track your marketing.
- Online marketing is much easier to track than offline.
- Ask the right questions when doing your intake.
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