Acquiring leads are crucial to the survival and development of your firm. It’s common practice to use multiple tactics to bring in leads. Between online ads, print ads, or word-of-mouth, it can be nearly impossible to identify where your leads are coming from, not to mention the Return on Investment (ROI) of your legal marketing budget.
The Importance of Lead Sources
Marketing automation tools offer powerful insight into advertising spend and performance. For law firms, it is difficult to differentiate which leads came from offline sources, or a digital campaign. Campaign Tracker helps law firms realize exactly how their advertising efforts are paying off.
Once you find out which ads are giving you leads, you can identify the following:
- Which ad copy and design are most compelling.
- Which call to action (CTA) results in more client responses.
- Which media type is attracting more client responses. (For instance, digital search engine ads VS. newspaper print ads).
- What location is the most effective ad placement. (For instance, a physical billboard on a highway, or an Adwords ad associated with a particular keyword).
Once you know which ads were the most effective at bringing you client referrals, you can begin to create a profitable marketing strategy. This is where data from Campaign Tracker empowers your firm to make crucial advertising decisions to grow your firm faster and make better use of your marketing spend.
How Campaign Tracker Identifies Lead Sources
Campaign Tracker provides two methods to identify and track leads: through the use of unique phone numbers, designated for individual ads, and through an online form that syncs data with Clio.
There are inherent benefits in deciding whether to use a local or toll-free number in your ads. When selecting a phone number, you can identify your practice with a local or toll-free number. Local numbers are able to advertise in local directories, identifying you as a lawyer belonging to the local community. Toll-free numbers may identify that your firm is committed to customer service. They offer the opportunity to acquire ‘vanity’ numbers, which may assist in branding. At the end of the day, you must choose a number-type that you feel works best for your practice.
Once you have your numbers, link them to your ads. Unlike most advertising lead tracking systems, your ads do not have to be online, like a Google AdWords listing. Offline ads are tracked when you use a phone number associated in Campaign Tracker for use in any ad format from highway billboards to an ad in a phone book.
After publishing your ads, potential clients will begin to call the numbers listed. Once they do, their sales contact information will populate within Campaign Tracker, where you can identify which campaign they responded to (a radio spot or Adwords text ad, for instance), along with their phone number and address. If they responded to an online form, you will also have their email address.
When data has accrued, you are able to identify which of your campaigns has been the most successful at bringing in new clients. When you know which ads are your highest performers, you can identify which text copy, visual design, CTA, location and media type are your best bets for future marketing campaigns.
Prepare to have complete control of your firm’s campaigns, and maximize the value for your marketing budget. Want to experience Campaign Tracker? It’s available right now. Sign up for Clio, or upgrade your account to Elite now.