Which part of your marketing budget is really working? We all wish we had a clear answer to this question. The reality is that it can be challenging to pinpoint which aspects of your firm’s marketing efforts are delivering results. Is it TV or OTT? Is it web-driven or PPC? Billboards? Social media? Branding pieces? Case location? If cases are coming in, the simplest approach is to maintain your existing marketing mix. However, we recommend taking steps to identify the origin of your new cases.
Web
Is your firm identifying whether cases are organic or paid? Consider using a code to differentiate between marketing sources. This allows you to generate weekly or monthly reports that can help determine the success of your marketing outreach. It's important to note that sometimes you must invest the time to listen to calls to determine if a case was signed. Unique phone numbers or tracking numbers can be used to streamline this activity.
TV/OTT
One of the most basic ways to track case conversions via broadcast, streaming, or cable is by using a unique telephone or text number in your television spots. Reports can indicate which format is the most productive. Don’t hesitate to request detailed reports to support your media investments. Study your buys and make adjustments along the way if needed—don’t just set it and forget it.
Branding
This area is one of the most difficult to gauge but is essential for supporting the marketing efforts and brand of your firm. Invest in collateral, promotional items, and charitable endeavors that align with your company’s mission statement.
Office Location Tracking
Attribution isn’t limited to marketing. If you can identify which of your offices—or, if you don’t have multiple locations, which geographical areas—are generating the most cases, you’ll know where to focus your efforts. This could mean boosting one of your most popular locations, focusing on an underperformer, or cutting off an area that has consistently underdelivered. Again, coding these cases with an identifier for reporting purposes is recommended.
While attribution isn’t an exact science, the most successful law firms have a comprehensive marketing plan that includes all of the above and more, along with clear attribution markers to aid in decision-making.