Conversions are the bread and butter of your advertising campaigns. Potential clients come from conversions: think of them as the phone call you receive from someone wanting to set up an initial meeting after seeing an ad — it’s the confirmation of a client’s interest in taking your business relationship to the next level.
A conversion can be anything you want to get out of a customer interaction, most likely a sign-up from an online form, or a phone call. It’s up to you to decide how you want potential clients to contact you.
Why Conversion Numbers Matter
Impressions and clicks are important, but conversions are the goal of your marketing efforts. Every time an interested party is engaged enough to take the final step to reach out to you, a conversion takes place. Think of it this way: if the vast majority of people viewing your ads does so without converting, something needs to change.
Once you boost your conversion numbers, you’ll notice that your client intake rate will increase. The goal of Campaign Tracker is to help you spend your advertising budget more effectively, and thus increase your firm’s bottom line.
How Campaign Tracker Helps Identify Converting Ads
The good news is that Campaign Tracker enables you to see which ads work, so you can identify what changes need to be made. If you find a particular ad is outperforming the rest, take note. There will be something about the ad text, location, and medium of your ad that is standing out to clients, so take note of what makes that ad unique.
Less than 20% of law firms consistently measure their marketing tactics, which is disconcerting, to say the least. This means that most law firms don’t know if their budget is working for them and are guessing which of their ad campaigns have been yielding results. The problem with this is you could be guessing incorrectly. Imagine having an ad perform unexpectedly well from a digital source and you assume a print ad is the successful one. When you pull funds from the digital budget, you are choosing to spend more on fewer leads.
Campaign Tracker allows firms to add a lead form to its website or Google Adwords campaign, along with a unique identifier (your selected phone numbers) to print campaigns. This ensures leads that come through these channels are properly tracked for further analysis, and enables you to make informed decisions with your advertising budget. When customer data populates in Clio, you have the data to confidently decide where you should be padding your budgets, and where to adjust your advertising strategy.