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Every lawyer knows that marketing is important. But few spend the time to evaluate the success of their marketing campaigns. Most will try a few things and if they fit in the budget, and there are enough clients coming in the door, they will look no further.
Your integrated marketing strategy most likely contains multiple avenues of attack: billboards, newspaper ads, phone book ads, a website, TV and radio ads, in-person networking, sponsorship of community activities, and more. Some of those are likely working for you (online), while others likely aren't (the Yellow Pages).
How can you tell which marketing efforts are working and which are worth cutting?
One of the great things about online marketing is that nearly everything is measurable: traffic, clicks, time spent on your website, number of pages viewed, and more. Your website traffic, blog traffic, and pay per click rates are all great measures of how effective your online marketing is. A few stats in particular to take notice of are:
2. Client Surveys
How many times have you read the "How did you hear about us?" question? Well it's your turn: As part of your intake paperwork, try polling clients on why they chose you over all those other DUI lawyers in Los Angeles. Was it your billboards? Blog posts? Flat rate, transparent pricing? Yelp reviews? A referral from a friend?
This is also a great way to weed out marketing that isn't working -- if nobody checks the box for "Yellow Pages," you can feel free to drop that from your integrated marketing strategy.
3. Your Firm's Bottom Line
The greatest measure, of course, is how your firm is faring financially. Since you started your marketing campaign, has your calendar suddenly filled up? Is your trust account exploding? Are you rolling in a Rolls rather than a Renault?
Blog traffic is great. Clicks to your website are a nice start. But none of that matters if those online visitors don't turn into paying clients.
Editor's Note, January 7, 2016: This post was first published in January 2015. It has since been updated.