DON’T BE FOOLED BY ‘VANITY NUMBERS’ EMPLOY THE 4TH LAW OF CONTENT MARKETING: TRACK THE RIGHT RESULTS
Imagine that it’s a Monday morning. You walk into your office and your secretary says, “I have good news!” Which of these two things would you want to hear next?
No. 2, right? You probably picked that one because consultations are almost guaranteed to make you money, while Twitter followers don’t put anything in your pocket. And you’re absolutely right. Not all good news is created equal — and neither are all metrics. When it comes to marketing, many law firm owners and marketing companies don’t understand the difference between helpful metrics and useless ones, which we like to call “vanity numbers.” If you’re focused on tracking data like email open rates, Facebook likes, or Twitter followers, then you’re getting stuck in vanity land. And if the marketing company you’ve hired is doing that, then they’re doing you a disservice! Instead of focusing on vanity numbers, you should prioritize tracking revenue-generated results like new clients, referrals, and average case value. These are metrics we include in the 4th Law of Content Marketing: Track the Right Results.
Following this law is easier said than done, but you’ve already accomplished the first step by figuring out what to track. From there, you can create your spreadsheets or hire a marketing company like ours that sees eye to eye with you on which metrics are important. Our team actually wants to help you grow your business instead of just wowing you with statistics. Finally — and this is the hardest part — if you have an outside marketing team, you’ll need to collaborate with them. Only you really know how many referrals and new clients you’re getting, or what your average case value is. By communicating that with us, we can see what’s working and what isn’t and double down on helping you succeed. We’re always here to discuss the metrics that actually matter. When you’re ready to have a free conversation about the numbers, schedule a meeting with us at SpotlightBranding.com/NL. FEATURED EPISODE THE VERY BEST EPISODES OF ‘THE LAW FIRM MARKETING MINUTE’ PODCAST
1. “We gained 10,000 new followers on Twitter!”
2. “We got referrals from three clients, and I just booked them all for consultations!”
RESOURCE OF THE MONTH
Ready to Publish a Book? LULU MAKES IT EASY!
Publishing a book is one of the biggest authority boosters you can have as a solo/small firm attorney. Just the sight of a book in your lobby with your name on the cover tells people you’re an expert in your field. Unfortunately, many people are concerned over the logistical hurdles of getting a book published. With Lulu, you don’t need an agent to get you a book deal. You also don’t need to order a huge bulk amount of copies in order to get them printed. Lulu allows you to self-publish on demand, which means if you only wanted one copy, they would make it for you (but, of course, you’ll want more than that!). Lulu’s process makes it easy to upload a PDF of your book. They also have a cover designer that allows you to create a professional-looking book cover with minimal graphic design skills! Even more, they have distribution options so you can turn your book into an extra income source by putting it for sale on Amazon, Barnes & Noble’s website, and more.
If you’re looking for more great resources to drive your business forward, take a look at this episode from our industry‑leading podcast “The Law Firm Marketing Minute.” “What’s Your Mindset?” — LFMM 351 There seems to be two kinds of business owners out there: the entrepreneur who’s always looking for ways to grow the business and the ones who feel like they have to do everything themselves. If you’re the second kind of business owner, you’re playing a dangerous game that might result in your getting burned out and hating your career. It’s time to delegate! If you want More Referrals, Better Clients, and Higher ROI on all your marketing, call us today at 800-406-7229 to schedule a consultation! Listen to this episode and find more at SpotlightBranding.com/lfmm and subscribe on Apple Podcasts, Pandora, Spotify, or over a dozen other platforms!
Want more great tools for your law firm? Visit SpotlightBranding.com/rotm
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