Law Firm Marketing Campaigns: What We Can Learn from the Presidential Election
The election is over, and we have a new president-elect. There are several lessons we can take from these campaigns.
Perhaps the most important one (related to law firm marketing) is the importance of tracking your campaign results.
Dating back to the primaries, results-tracking played a key role.
More than one analyst has said that Hillary Clinton’s campaign team may have botched her chances because they did not break down and track the number of electoral votes needed to secure the democratic nomination.
The point is that if you don’t set targets and track your progress in a campaign (whether a political campaign or a law firm marketing campaign), you are likely to miss your goal.
Obama’s campaign team did that and more. As a result they found innovative ways to get the votes they needed.
They then tracked there response rate day by day, precinct by precinct, electoral vote by electoral vote.
How can you apply these methods to your own law firm marketing campaign?
By using these simple tools . . .
- Landing pages – when you run an advertisement (as part of your law firm marketing approach), whether in a printed magazine or on the Web, provide a unique URL to a unique landing page.
In this way your web master can track how many people went to that specific page, how much time they spent their. He can even track how many of those individuals contacted you as a result of coming to your landing page.
- 800 numbers – in much the same way you can provide unique URLs for potentials clients to type into their web browser, you can provide an 800 number that is assigned only to particular ad.
- e-Mail marketing tools – There is a long list of e-mail marketing providers, such as aWeber, Constant Contact and iContact. Each enables you to track how many messages went out, how many recipients of your e-mail opened the message, and how many took action as a result of reading your message.
By using these simple tracking methods, you will be able to see which advertisements in which media are performing well and which ones aren’t.
You will know where your law firm marketing investments are paying off, and where you should de-invest or adjust tactics.
Ultimately, you will have the critical data you need to run a winning law firm marketing campaign.
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