How can you define marketing success? Unless you have the intent to go “viral” or completely disrupt a target consumer market, the definition of a successful marketing campaign is quite simple: your efforts result in paying customers and you generate more revenue than you spent.
The gap between a metric-centric expert and a good business person is rapidly narrowing. This is due in large part to the widespread availability, use, and integration of metric tracking tools across every industry. The legal sphere is no exception to this.
To create a successful legal marketing campaign, you must be able to succinctly track certain metrics to ensure you’re not just shooting in the dark and know what marketing efforts are resulting in ROI (return-on-investment). A set list of metrics (e.g. generated advertising revenue and conversions) are key, but it’s best to start with the core basics.
How much was spent on each marketing initiative?
This is one of the easiest metrics to track, but should be integrated into an overall strategy to leverage the tracking of other elements.
- Monitor and sum up total expenses for each marketing campaign.
- Include actual (e.g. placing an ad in print) and potential (e.g. design) costs.
- Link hard costs with revenue generated to identify successful and unsuccessful campaigns.
The result? It’s all about the bottom line. Focus on cost effective campaigns, shifting your attention and spend from costly non-effective ones. With software such as Campaign Tracker, this is not only easier, but can form the basis of your marketing success and an increase in conversions.
Eliminate doubt from legal marketing and integrate client intake into your legal practice management. Try Campaign Tracker as part of Clio Elite today.