How to Measure Legal Marketing Success


Legal marketing is a business tool that, when used properly, will help you to reach the right audience at the right time with the right message. Marketing is also a process and not an event, meaning that successful law firm marketing campaigns evolve over time to deliver the client mix best suited to your law firm. If your current business development efforts are not delivering results, it is time to revitalize your efforts!

Inspect your Business Development Results

When you know your campaign expenses, you can measure costs against net revenue gained to determine your marketing return on investment (ROI).

Here are some questions to ask when analyzing the results of your attorney marketing campaigns:

-- Are we targeting the right audience? Are there niche markets we should pursue?

-- Are we targeting the right geography?

-- Are we meeting our goals? If not, are we above or below budget?

-- How can current campaigns be modified to improve results?

-- What is our most effective lead generator?

-- Should we increase/decrease campaign frequency?

-- What is our cost of customer acquisition?

-- What is our lifetime customer value?

-- Are there campaigns we have not tried but should, like social media marketing?

Looking at your current revenue base, what sources have been most effective in generating business for your firm? Referrals from other attorneys and word-of-mouth advertising are primary business drivers for many law firms, in part perhaps because these are frequently the primary forms of marketing.

Source analysis exercises will help you to understand the effectiveness of different originating sources based on the number of accounts, and how much of your revenue is driven by each source category.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Margaret Grisdela, Legal Expert Connections, a Legal Marketing Agency | Attorney Advertising

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Legal Expert Connections, a Legal Marketing Agency on:

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