At the end of each year, most law firms balance their books and assess the dollars they have spent on advertising and marketing. Every year, many law firms are surprised to see that their returns from carefully planned marketing campaigns have only broken even or produced a minimal return on their investment.
Many lawyers are still pushing hundreds of thousands of dollars into obsolete advertising channels. For example, most law firms have realized that YellowPages advertising is no longer effective. Yet many lawyers continue to advertise in YellowPages directories. With the exception of some rural market areas, most of those yellow page advertising lawyers are continually disappointed that their office phones remain silent. A majority of our clients have virtually stopped all paid yellow page directory advertising.
Similarly, many lawyers have expressed dissatisfaction with their television advertising. The way consumers watch television has changed, especially in the past several years. This trend has been hastened by the advent of new technologies. Netflix and Hulu allow viewers to watch their favorite shows without tuning into a television station. DVR allows television viewers to fast-forward through commercials. According to Motorola’s recent Media Engagement study, more than one-third of weekly TV viewing by Americans is pre-recorded. Roughly three-quarters pre-record their shows to skip advertisements.
With these trends and technologies in place, many of your prospective clients will not see your law firm’s commercial spots. Additionally, most of our Consultwebs clients find that the cost per case for TV is typically four to six times higher than for SEO/organic marketing and fifty to one hundred percent higher than pay per click (PPC) or AdWords advertising.
Are you waiting to make valuable investments for your firm?
Armed with data to guide your decisions, you do not have to wait to invest in Web marketing. Web marketing has a proven track record of strong ROI. To effectively manage your marketing dollars, your firm must know the return on investment (ROI) from each marketing effort you employ. By consulting the data, you will be poised to make the best decisions for your law firm’s marketing efforts.
