ARE YOU WASTING MONEY ON THE WRONG MARKETING? HOW MEASURING YOUR OWN SUCCESS CAN SAVE YOU THOUSANDS
STEP 1: UNDERSTAND WHAT MATTERS Not all data points are created equal. Despite what somemarketers will tell you, an increase in Twitter followers doesn’t translate tomore revenue. The first step tomeasuring your marketing success is deciding what’s worthmeasuring. Focus on statistics that move the needle, like the number of referrals, new clients, and returning clients your efforts generate. STEP 2: DEFINE SUCCESS What does the word “success” mean to you? Consider what your goals are and what achieving themwould look like. Do you need to get a certain number of referrals or new clients per month to feel like your marketing is working? Figure out what matters to you. Then communicate your goals to your vendor. STEP 3: ACCEPT RESPONSIBILITY Whether you’re a business owner, marketingmanager, or project lead, you need to accept responsibility for tracking your marketing success. Start making spreadsheets — then use them! This doesn’t mean you have to do all of the marketing yourself, but tracking your own results is empowering and gives your firm independence, letting you see for yourself whether your investments are paying off. Spotlight Branding would love to work with you to identify your marketing goals and keep track of your successes. Visit SpotlightBranding.com/NL today to set up a consultation.
We’re not going to lie; marketing is expensive. Buying pay-per-click advertising, hiring a copywriter to create compelling content, sending out print mailers —all these things cost money. That said, in our experience, the cost of marketing isn’t what frustrates most lawyers. What they hate is worrying they’re spending thousands on the wrong marketing. It’s an understandable concern, but really, you only need to do one thing to ensure you’re not pouring your marketing budget down the drain: Measure your own success . When you employ a third-party vendor like us to do your marketing, it can be tempting to “set it and forget it.” In other words, youmight feel compelled to leave it up to the vendor to keep track of your ROI. Don’t give in to that temptation! No one has a better understanding of your goals and the full scope of your firm’s marketing efforts than you . If you’re ready to take charge of your own marketing destiny and stop wasting your money, take these three steps today.
Sunshine Isaacson & Hecht, LLP in Jericho, New York, serves individuals and businesses across a wide range of practice areas, including family law, personal injury, and oil spills. Earlier this year, the firm reached out to us about our services. When their blog, e-newsletter, and social media service started just under a month later, they immediately began receiving calls. Another attorney they had not spoken to in years contacted them and referred a new case because she saw their newsletter and social media. This is what we tell lawyers all the time: You’re losing business that could be yours simply because you’re not keeping in touch with your contacts! Had they not signed up for our services, it’s likely that another attorney would have referred that case to someone else. CLIENT SUCCESS STORY SUNSHINE ISAACSON & HECHT, LLP
Best of all, it took little effort on their part. We created all of the content for them. All they had to do was look it over and give their approval. With that small effort, Sunshine Isaacson & Hecht, LLP was able to remind everyone on their contact list (over 1,000 people!) who they were and how they could help — and it resulted in business they didn’t expect.
WANT MORE REFERRALS AND BETTER CLIENTS? Visit SpotlightBranding.com/NL to schedule a call!
Don’t believe the naysayers out there; newsletters (both print and digital) work. Sunshine Isaacson & Hecht, LLP is just one example of several clients of ours who receive referrals from their e-newsletter, and it’s all because they’re reminding people they’re still out there to help those in need.
More Referrals. Better Clients. Higher ROI.
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