From time to time, we like to share a true story from the law firm marketing world. Sometimes, they’re inspirational. Sometimes, they are comical. And sometimes, they are tough to hear. Here’s a real-world law firm marketing Yellow Pages story.
I was recently asked to review the performance of a law firm Yellow Pages ad over the course of a year. The firm had done a “better than most” job of monitoring the performance of the campaign. They were on an annual contract for a large two page color spread and 4 color in line ads. The price was around $4,500 per month. Here were the results:
$4500 per month x 12 months = $54,000 annual investment. 109 inquiries = $495 per inquiry.
Number of clients: 2
Now this post is not intended to be a broad condemnation of using yellow pages or similar directories. In fact, even the poor performance from this story may have generated a positive return (assuming that the combined revenue of the two cases exceeded $54K).
Instead, the point is that you must measure all of your marketing and advertising investments and determine whether they are meeting the goals that you set for them.
If you’re investing in offline marketing, use dedicated phone numbers. Test different ad copy. Try different sources. Don’t think you can put up an ad and wait for the phone to ring. Even if it works, which it probably won’t, it is very likely you can do better.
If you’re investing in online marketing, use web analytics. Test different calls to action on your website. Monitor your top content. Use dedicated phone tracking numbers.
Jeff Berman, is co-founder of AttorneySync."Properly marketing a law firm online is about producing relevant content that helps a prospective client understand your expertise and how you are able to help them. Finally, it’s about getting that content found by the people you are trying to help."
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