Track Your Results Closely to Identify Opportunities

“Tracking” is one of the most neglected aspects of marketing, yet it is one of the most important.  Only about 20 percent of lawyers track where their cases come from.  That means nearly 70 percent are completely in the dark about how well their marketing strategies are performing.

Tracking is also important because it gives you an idea of where to reallocate your marketing dollars, if necessary.  For example, if you notice that a number of new cases are coming from Internet searches, it probably means the Internet is a “strong” market for you.  So how do you respond?  By expanding your Web presence and improving your search engine ranking.

You can use any of these four simple methods to track where your cases are coming from:

Designate a Special Telephone NumberUse a special phone number - one that is different from your main number - in ads, on your Web site and in marketing material. When prospects call that number, your staff will know it is in response to your marketing initiatives. At that point they can ask, "How did you hear about us?" and handle the call accordingly.

Designate a Special CodeInstead of using a special phone number in your ads, you can use your regular office number with a four or five-digit promotion code next to it.  By assigning a different code for each of your marketing initiatives, you can track your responses based on the codes callers give you.

Use a Web Intake FormOn your Web site, you should have a form that allows people to contact you. On the form, include at least one question that asks how they arrived at your site.

Just AskIf you have no way of tracking new cases or if a new client calls your office because he/she was referred, go back to the basics.  Simply ask, “How did you find out about us?” Sometimes you will have to probe, but it usually works.

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