One thing law schools don’t teach lawyers is how to market themselves to create a successful practice. Law schools should offer soon-to-be lawyers a class on marketing, ethics and ways to build successful practices.
For the last ten years, since graduating from law school, much of the lawyer marketing tactics I used I learned on my own from watching others and adapting tactics to suit my personality and practice.
One of the most important things a lawyer can do is track their return on investment. You must know where your resources are going and what’s making money for you.
Tips to Track ROI for a Legal Internet Marketing Campaign
- Use an alternate phone number on certain marketing materials, like a website.
- If you can’t use an alternate phone number, get a baseline on the number of cold calls you get PRIOR to start of a new marketing campaign and compare the before and after.
- Keep lists of all contacts that come in and the end result (case accepted, referred or declined) and to save you time, assign this task to staff.
- Sign up for Google Analytics and Google Webmaster Tools (They are free!).
What is Google Analytics
Google Analytics is a free tracking tool which provides invaluable information such as:
- number of website visitors,
- average time spent on a website per visitor,
- how visitors are coming to a website,
- how each website page is performing.
This valuable, free tool will tell you which marketing campaigns are working and how your website is performing. You can use this tool to better track how your marketing dollars are being spent. The bottom line is driving traffic to your website.