Law Firm Marketing Starts With A Strong Foundation

How’s it going?
That marketing campaign you’re running.
Not sure?
Well, you’ve got a problem.

See, legal marketing success isn’t a guessing game. Print ads, websites, PPC, television and outdoor advertising are just some of the ways you can spend your marketing dollars, but if you’re not doing your homework, they’re not going to deliver the results you want. You wouldn’t expect success from “winging it” in the courtroom, so don’t count on luck when it comes to marketing your law firm. Instead, take the following simple steps prior to launching your next campaign.

Start by defining the scope of your campaign. For example, an online advertisement designed to collect plaintiffs for a mass tort case should be built with an understanding of the number of potential victims involved. This will help define the volume of leads you could potentially gain. When the campaign is over, you’ll be able to see how effective your ad was. With less targeted tactics like print advertising or television spots, consider carefully the end date for the campaign. This creates an opportunity to review progress, and keeps you from casually tossing marketing dollars at a never-ending expense.

Now that the length and breadth of your campaign is known, it’s time to define what success looks like. Have a clear goal in mind. Whether it’s five new clients or 500 qualified leads, make sure your goals are realistic and meaningful. This can be difficult when trying something new, and it might behoove you to stay conservative rather than shoot for the moon and miss.

Most important, don’t forget to track your results. If your marketing campaign creates data automatically like clicks from a PPC campaign, make sure you’re keeping an eye on those statistics. In some cases, you may be able to change the details of the campaign on the fly to achieve your goals.

For “offline” tactics, tracking effectiveness has a more human element–does your office staff know what’s being advertised and how to track the source of phone calls and emails? Are you checking this information regularly? Making sure everyone involved is aware of your campaign and its desired outcome is the key to tracking its effectiveness.

Finally, remember that not every marketing effort is a slam-dunk. Many campaigns benefit from optimization after their initial launch. If you’ve been overwhelmed with PPC before or had a less-than-stellar experience with a local print advertisement, don’t write off the medium altogether. With a clear plan, an involved team and a keen eye on the results, every marketing effort can benefit your firm. Sometimes the outcome is clients and sometimes it’s experience. What happens next is up to you.

Defining campaign tactics and tracking their results is a fundamental issue for any law firm. To build your knowledge of legal marketing fundamentals, download the free playbook, Legal Marketing 101: A Guide for Small Law Firms.

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