No matter what kind of business you run or are a part of, you are in sales. Even as an attorney, you have a service to sell, so the same data that is important to retailers should be important to you. When it comes to leads generated by digital marketing, can you tell who is actually buying or who is just “kicking tires?” A digital marketing campaign might generate 50 new calls to your firm, but how many of those calls are converting into clients?
For a firm to have a consistent and successful relationship with their digital marketing agency or team, keep these 6 things in mind:
1. Have an open two-way relationship
Transparency is important in any business relationship, but especially with your marketing team. Sharing information such as case data and financial goals will only enhance your marketing efforts. Whether it’s an in-house team or a vendor, having weekly status meetings to talk about goals, analyze results, and adjust strategy is essential. When the goals are clear, your marketing team can work to make sure your business is earning revenue and not just increasing numbers on your analytics reports.
2. Receive and review relevant data
It takes more than data on clicks, impressions, and visits to figure out what is and is not working. Reviewing information such as leads, cost per case, cases signed, and potential client consultations allows you to paint a better picture of where your marketing efforts are successful. As always, return-on-investment (ROI) should be a driving force in decision making for marketing.
3. Know the difference between PPC and CPI campaigns
A Pay-Per-Click (PPC) campaign, typically run through Google Adwords, is one in which a person sees your ad and you only get charged when they click on it. With a Cost-Per-Impression (CPI) campaign, you get charged just for your ad simply being seen. There is no requirement for someone to click on your ad for you to be charged. The difference is that with a PPC campaign, someone is making a conscious decision to learn more about you as opposed to just being a passerby on the internet. As you can imagine, a CPI campaign can financially spiral out of control very quickly with very low ROI, but it can be useful for brand recognition. Alternatively, a PPC campaign is a more targeted approach since not everyone who sees your ad will click on it
4. Get educated
Knowing the lingo is an essential part of having a positive relationship with your marketing team. Don’t rely on them to educate you about digital marketing. When you know the right questions to ask and you understand how digital marketing works, you are more likely to create accountability for results as opposed to activity. If your vendor or marketing team struggles to answer your questions adequately, that could be a red flag that they are not focused on results.
5. Keep campaigns laser focused
Whether you’re targeting a certain age bracket, geographic area, or interest group, take the time to define your target customer. This will allow for more efficient campaigns and reduce the likelihood of getting clicks from people who are not meant to be your client.
6. Choose your vendors wisely
Choosing vendors who can answer difficult and technical questions, who are transparent about the success of their product or service, and who are committed to the success of your firm is an invaluable asset to your marketing efforts. At Client Chat Live, the fact that some of our clients have increased new cases by up to 30% on a monthly basis, shows the level of focus on results versus activity.
When diving into your digital marketing efforts, make sure they are specific, data-driven, result-producing campaigns led and managed by a team of people who are dedicated to your firm’s success.