Webcast Follow-Up: Your Marketing Questions Answered
We always get plenty of great questions during our webcasts, and last week’s, Eight Common Ways Lawyers Lose Potential Clients Online, was no exception. Here are our responses to the questions we couldn’t get to.
Do you recommend listing clients on your website?
For consumer-based practices (family, criminal, etc.), I always recommend adding testimonials and reviews while keeping the clients confidential. Just stick with first names. For business clients, I do recommend listing representative clients by name as long as it is okay with them.
What methods do you use to track the effectiveness of your marketing efforts?
First, you have to know what your goals are. If your goals are to get more business in a certain practice area or geography, you need to track where the calls and inquiries are coming from. I recommend to each law firm I work with to track each client (in a spreadsheet or log book) with information like how they found you, where they looked and how they contacted you.
Marketing efforts can get a little cluttered and it all needs to run synchronously. You may have a lot of different marketing tools running at once, and many clients won’t remember where they first saw you, but they most likely ended up on your website. The trick is finding out how they got there. Any website provider you work with should be able to show you how many people came to your website and how they got there so you can truly track your marketing.
Facebook, Twitter and LinkedIn are the more traditional social media marketing avenues. What are your thoughts about Instagram, Pinterest and the like that use mostly pictures?
Any chance you get to extend your reach and gain audience has value. Instagram and Pinterest aren’t where I would start my social media marketing, but if you are doing an effective job across the more prevalent social media networks, it won’t hurt to dive into other networks. Just be sure you’re taking the time to keep them updated.
The most important thing is to know your audiences across all your channels. For instance, LinkedIn is generally more of your colleagues and clients. The messaging there has to be different than the information you push out through Facebook, which is usually more family and friends.
Be sure to join us for our next webcast where we’ll be joined by Google to talk about paid search advertising.