As an attorney working at a solo or small law firm, your expertise lies in answering clients' questions, providing sound advice, and guiding legal consumers through intricate legal matters. This is the reason you pursued a career in law, and it's a passion you excel at. However, in today's competitive legal arena, simply being an experienced and accomplished attorney isn't enough to attract new clients and expand your practice. To succeed, you must also understand the intricacies of marketing a law firm.
In a recent webcast titled "Gaining Insight: How to Properly Track Your Law Firm's Marketing Performance," FindLaw's marketing experts shared valuable insights about the digital marketing landscape and how law firms can leverage data to make informed business decisions and gauge their success.
Below, we've included questions from attendees of the webcast, along with responses from our seasoned legal marketing professionals.
Webcast Q&As
Q: How can I tell how my marketing performance stacks up against competitor firms?
A: The current legal market is highly competitive, and many firms are
concerned about their marketing efforts and whether they have the right
mix of legal marketing solutions. While it might be tempting to compare
your firm's marketing performance to that of competitors, the key is to
truly understand your own firm's performance. Regularly reviewing data
on leads, page views, and referral traffic, both on a daily, weekly,
monthly, and annual basis, will establish benchmarks for improvement.
Keep in mind that digital marketing takes time to gain momentum, so
patience is essential. Stay focused, allow your current marketing
strategy to work, and be patient as you build momentum. Having a solid
grasp of your firm's marketing performance will provide valuable
insights for making adjustments to your marketing plan and gaining an
edge over competitors in the future.
Q: How can I measure my law firm’s marketing ROI?
A: To gauge your marketing return on investment (ROI), you must first
define what success means for your firm. While acquiring more clients is
a primary goal, it's essential to outline how you'll achieve it. Assess
your marketing data to establish clear KPIs (key performance
indicators) for your integrated digital marketing strategy, and
regularly evaluate your progress against these KPIs on a daily, weekly,
monthly, and annual basis. Keep track of metrics like incoming calls,
the ratio of positive to negative online reviews, performance of
directory and PPC campaigns, and the effectiveness of your website's SEO
strategy. Remember, it's not just about the number of leads your firm
generates; the quality of those leads and your firm's efforts to engage
and convert them into clients are equally crucial factors to consider.
Q: Our firm knows that online reviews are important. But what’s the best way to ask clients for a review?
A: Attorneys and law firms should be proactive in managing their online
reputations. The approach to soliciting client reviews varies depending
on the firm's size, practice area, and overall personality. Larger firms
with marketing teams may utilize this resource to request reviews,
while solo practitioners or those without dedicated marketing resources
may directly seek reviews through client interactions or communications.
Recognizing the importance of this aspect, many firms seek assistance
in managing their online reputation. At FindLaw, we have developed
effective techniques for soliciting online reviews through email, social
media, and website solutions. Moreover, we provide guidance and support
to firms on handling negative reviews.
Measuring marketing success at your firm
In the complex journey of a legal consumer, law firms need to establish connections at every stage to foster awareness, credibility, and trust. Marketing a law firm is more of an art than a science, as what works for one firm may not yield the same results for another. To effectively attract, engage, and convert clients, law firms must adopt an integrated digital marketing strategy and set and monitor clear KPIs (key performance indicators).
If you require assistance in tracking your law firm's marketing performance, find out more about how to do so by tuning into our on-demand webcast.
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