In the last couple of weeks I’ve explained the importance of calculating how much you need to spend on marketing to grow your caseload and the difference increasing your conversions can make to your bottom line.

Some readers asked me how they should prioritize their investment in different marketing strategies and lead sources. To do that you need to be able to track the number of leads and conversions via each source.

John Wanamaker, a pioneer in marketing who opened Philadelphia’s first department store in 1876, said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.“ The technology available today means you have access to information that John Wanamaker didn’t have – information that will enable you to make an educated decision about how to spend your marketing budget.

Tracking can be implemented with almost any type of direct response marketing. It will help you identify the tactics that give you the best return for your marketing dollars. I won’t invest in direct response marketing unless I can track the results.  Here are a couple of examples of how you’d use tracking to inform your marketing decisions:

  1. You’re going to run an ad in two different local newspapers. You could run the same ad but with different website addresses – one for each newspaper – for the next action step. Web analytics will give you metrics to help you decide which is the better performing newspaper to invest that portion of your advertising budget.
  2. From my many of years experience buying TV advertising, I know that in Raleigh, NC, for personal injury cases, I wanted to target my advertising at the audience watching daytime courtroom TV shows. However, there may be 3 or 4 different channels running that kind of programming each day. If I have 4 different tracked 1-800 numbers and use a different number on each TV channel, I’ll be able to see which channel generates the most calls.

The two examples above are simple ways tracking can be used. You can get combined phone and website tracking that’s much more sophisticated from providers like Mongoose Metrics.

In short, implementing tracking is easy to do and so vital. You shouldn’t spend another dollar on marketing  your law practice until you’ve put lead tracking in place.

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The final early registration discount for the PILMMA Super Summit ends April 30th. Lawyers from across the country, along with experts in legal marketing and management, are coming together in Chicago to share the latest strategies for building a successful law practice. This is your last chance to save $300  on the hottest ticket in legal marketing by registering before the end of April.

To book your place, or to find out more, go to PILMMAsummit.com.