Tale of the Tape

Our data-based approach delivers quantifiable results to prove our clients’ returns on investment.

We don’t like to brag (okay, yes we do!), but here are quantitative results pulled from monthly client report cards and other data sources. Do you have the level of tracking and reporting in place to understand your results, acquisition costs, and ROI? If not, reach out to us today.

    January 2020

    Did your 2019 marketing efforts meet your expectations? Did you have the reporting in place to know? Looking back at 2019, here are some quantifiable marketing results from our clients’ Report Cards.

    • Marketing call/lead volume – up 45%
    • Prospective client consultations – up 33%
    • New clients – up 29%
    • Marketing-assisted revenue – up 41%
    • Average case value – up 50%

    These statistics are important, but what’s more important is our clients’ ability to track key metrics and ultimate return on their marketing investment. Sometimes it’s better to have fewer new clients but larger case value. Contact us if you’d like to get the same control over your marketing program. 

    November 2019

    We spend a lot of time discussing the best ways to spend your marketing dollars, but what about money traps to avoid? Here are our top three wastes of a marketing budget:

    • Me too marketing. Don’t implement a tactic just because someone else is doing it. You may not understand the full extent of their campaign, or they may not have a clue, either.
    • Ready, fire, aim. Don’t implement a tactic or technology (Ex: Facebook advertising with geofencing) just because a slick sales rep told you to. Marketing goals come first, then tactics.
    • No measurement. Determine how a tactic will be measured before you implement it – think clicks, calls, and new clients. As we say, “If you can’t measure it, don’t do it.”SM

    Since we can’t just send out a negative post, here are our top three ways to optimize your marketing program.

    • Develop marketing goals. Define what you’re trying to accomplish with your marketing program. Then evaluate current and new tactics against those goals. For example, if you want to build referral relationships, paid search ads and SEO won’t necessarily by high priority tactics.
    • Conduct an audit. Bring in a Chief Marketing Officer-level expert (not a sales rep) to evaluate your current approach and make recommendations. I’ve seen thousands of wasted dollars on a single marketing program.
    • Review and adjust. Document and review (or have your providers present) results each month – from exposure to clicks to clients. Look for specific opportunities to enhance results. Dump the under-performing tactics and double down on the winning tactics.

    October 2019

    Should I pay to be listed in a bunch of attorney directories? We’re asked this a lot, and the answer is almost always “no.” With Google providing such accurate search results, law firm directories are heading in the same direction as flip phones. That said, most directories offer free basic listings, which will fill the results when people search for your name or firm. It’s good when you can (somewhat) control search results, so here are some free listings to consider:

    • Google My Business. Even though this isn’t an attorney directory, it should be your first choice.
    • Avvo. Just stick with the free profile, and don’t worry about the rankings or reviews.
    • FindLaw. The proverbial 800 pound gorilla. If your firm has multiple attorneys, there’s a premium option that links everything together.
    • Martindale-Hubbell. While few non-lawyers recognize “AV Rated” today, their lawyers.com directory still has some traction.
    • Justia. This online directory still pops up from time to time in search results.

    Sales rep alert!

    Once you claim your free online profiles, expect to receive sales calls pushing you to upgrade. Just say no. There are better marketing options. If you’d like to hear about better alternatives, please contact us.

    September 2019

    At PracticeProfs, we think outside of the box. We craft attention-grabbing marketing campaigns and content, all based on our clients’ individual needs. It’s not always digital content. It’s not always traditional marketing. But it is innovative and effective. Here is a look at some recent examples:

    August 2019

    Publishing educational content can be a great marketing tool. It promotes your firm and builds your credibility as a knowledge leader, especially when picked up by a trade or other publication. It also shows that you’re well versed on the latest industry trends. Here are a few recent examples of successful content creation:

    June 2019

    Did you know that Google Analytics reporting includes the total times your website shows in the search results? Here are average monthly search impressions for some of our clients:

    • 58,331
    • 85,628
    • 154,743

    Individual search engine rankings are meaningless if no one searches for those terms. Total search engine exposure is the metric that drives business.

    April 2019

    Google reviews – slow and steady wins the clients. You’re surfing the competition on Google and see that other firms have a bunch of 5-star reviews from happy clients. Those orange stars really stand out on the page! How do your competitors do it? One at a time, or actually 3-4 per month. Maintain a steady pace, and when you look back a year from now, you’ll be very happy with the results. Here’s what we’ve been able to generate for a few of our clients:

    • 10 to 111 over 2.5 years, 4.9 stars
    • 35 to 167 over 3 years, 4.6 stars
    • 0 to 187 over 4 years, 4.8 stars

    Check out next month’s newsletter for some great Google review campaign tips!

    March 2019

    “No one opens my email newsletter,” said too many prospective clients to count. So what’s the average open rate for a monthly email newsletter? We normally see open rates of about 20%, which is a function of the:

    • Audience – business tends to have a lower click-through rate than consumer
    • Subject line – needs to be compelling to encourage the click
    • Content – interesting, educational content summarized for a quick glance on a cell phone

    On average, 1 in 5 recipients see something in the subject line worth clicking. The other 4 are reminded of your firm, and you’ll have a chance again next month to attract them with new content. They like what you have to say enough to stay subscribed. Mission accomplished.

    February 2019

    You’ve already paid a lot of marketing money to generate new business opportunities. How do you measure what happens after someone responds to your marketing tactics? Here are some marketing (or sales) ratios to use, including benchmark-worthy results. How do your stats compare?

    • Website conversion ratio – percentage of unique website visitors who contact the firm – 19%
    • Contact to consult ratio – percentage of callers who schedule a consultation/meeting – 56%
    • Attorney close ratio – percentage of prospective clients who become clients – 72%

    January 2019

    Events can be a great way to reach, engage, and stay in front of your prospects, clients, and referral partners. But, just like any other marketing activity, they require extensive planning and preparation to ensure people will actually show up. Before you set up yet another happy hour, consider the venue, location, and format (individuals, couples, families) that will be most appealing to your target audience.

    Here are some of the coolest events we’ve organized over the last year:

    • SunTrust Park and Mercedes-Benz Stadium tours
    • Brewery/distillery/winery tours and tastings
    • Private movie viewing party
    • Paintball war
    • Family carnival
    • Competitive cooking class

    Even if someone doesn’t show up, you still get credit for the invitation! Contact us if you’d like to brainstorm ideas for creative ways to reach your target audience.

    December 2018

    As we approach the end of the year, did your 2018 marketing program meet your expectations? Would you even know if it did?

    Here’s some of the quantifiable growth we measured for our established clients:

    • Marketing-generated leads – up 56%
    • Client consultations/meetings – up 36%
    • New clients – up 24%
    • Marketing-assisted revenue – up 49%

    Contact us if you’d like to get a better grasp on your marketing return on investment. If you can’t measure it, don’t do it!

    September 2018

    Are email newsletters really worth it? If you said no, maybe you’re just not be doing it right. Our average client newsletter open rate is over 20%, meaning 1 out of 5 recipients is opening them.

    Here are a few tips to improve your results:

    • Summarize – provide a brief summary of each article so people can quickly scan. They will click to read more if interested.
    • Understand the media – assume that most people will be reading this on a mobile device. Can you read it on your cell phone?
    • Speak their language – keep it short and sweet. You may have a lot to say, but readers will give you a few seconds to make your point.

    If you’d like to create more compelling content, please contact us.

    August 2018

    Now that we’re halfway through 2018, let’s look at some first-half client metrics as compared with first-half 2017:

    • Marketing call volume – up 47%
    • New client volume – up 56%
    • Marketing-assisted revenue – up 68%
    • Average case value – up 81%

    We sit down with every client to review results – good and bad – and continually adjust, enhance, and replace to optimize results.

    July 2018

    Did you know that Google Analytics reporting includes the total times your website shows in the search results? Here are average monthly search impressions for some of our clients:

    • 24,685
    • 57,664
    • 98,078

    Individual search engine rankings are meaningless if no one searches for those terms. Total search engine exposure is the metric that drives business.

    June 2018

    This month, let’s look at Google My Business (GMB) data for our Atlanta clients, as reported by Google Insights.

    • 58,410 views – our clients, and their 5-star reviews, show up in both search and map results.
    • 4,314 actions taken – 7% of those who saw the listings clicked to view, get directions, or call.
    • 1,790 phone calls – just in case you thought everyone was clicking for directions!

    For law firms and other professional services organization focused on consumer and small businesses clients, GMB can generate a tremendous amount of exposure and phone calls – for free. You just need to know how to effectively use it.

    May 2018

    Here are a couple of quantitative results pulled from monthly client report cards.

    • Average 2018 ROI of 9.88, or $9.88 of marketing-assisted revenue for every $1 invested.
    • Average 2018 ROI of 11.62, or $11.62 of marketing-assisted revenue for every $1 invested.

    Return on investment (ROI) is a key indicator of marketing success. What’s your marketing ROI?

    April 2018

    Here are a couple of quantitative results pulled from monthly client report cards. Marketing doesn’t end with a click or call. It’s critical to keep track of what happens AFTER the phone rings:

    • 27% of marketing contacts (phone calls, emails) resulted in prospective client meetings
    • 36% of new client revenue directly linked to marketing activity

    Marketing doesn’t end with a click or call. It’s critical to keep track of what happens AFTER the phone rings.

    March 2018

    Here are a couple of quantitative results pulled from a monthly client report card:

    • 2017 marketing unique call volume – up 22% vs. 2016
    • 2017 cost per unique contact – down 22% vs. 2016

    If you want to measure your results like this, contact PracticeProfs today to discuss your business goals and marketing program.

     

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