By Justine Daley
If you attended our webinar about paid ads, or are an avid reader of our newsletter, you’ve likely realized that there are a million bazillion ways to advertise for your law firm. Okay, maybe not bazillion, there are a lot, definitely more than one hand’s count; but that is beside the point.
With the large opportunity of paid advertising staring you in the face, you’re probably anxious to get started. And as you do—whether you are doing so with Avvo, Google pay per click, etc.—there are a few things you’ll want to make sure you keep in mind.
Here are three tips to help you successfully pay to play and avoid paying just to pay.
1. Track everything.
If you don’t have a way to track your marketing efforts, don’t start advertising. Setup tracking phone numbers. Set goals. Make sure that you understand the ROI that you hope to achieve. For example, if you were investing $2000 a month in Google pay per click for car accidents, how many more clients would you want the ads to bring in? How will you know if the clients came from this method? And if they did, how much revenue would you anticipate that client accrue for your firm? This is how you start determining your cost per lead and your overall return on investment. But the first step is to make sure you have accurate conversion tracking in place.
2. If it’s working, invest more.
If it’s working, if you’re able to grow your audience, if you’re able to grow your conversions by one percent, invest more. Down the line, if you can grab one percent more impression share, that leads to not just one percent new leads, because it’s exponential growth. For example, if you’ve decided that you’re going to try both Avvo ads and Facebook ads, and you’re following tip #1, tracking everything, you’ll be able to see quickly which avenue is leading to more clients. Perhaps you’ll want to reallocate ad spend from one to another. If it is working, take steps to make it work even more.
3. Don’t be afraid to invest more.
The more people you can reach, the more people you can convert. The more people you can convert, the more you can invest back into this advertising. Don’t be afraid to invest more if it’s working. It always comes back to tracking everything. Something I tell the law firms I work with is that your marketing efforts should not only help grow your firm but grow your marketing budget. This way, you’re always increasing the investment in continuous growth. Therefore, if some form of paid advertising helps your firm take a few steps further, don’t stop there. Keep investing, and monitor the growth.
