Patience Is a Virtue When Measuring the ROI of Your Law Firm Marketing Strategy
If you approach law firm marketing with the idea that you are going to get rich quick, you are setting yourself up for disappointment. Choosing a marketing strategy is not just about jumping on the bandwagon to follow the latest trend. Your goal is not to achieve 15 minutes of fame; this approach simply does not work in the legal profession. Your practice area, no matter how much media coverage it gets because of its relationship to current events, you are not going to go from zero to superstar overnight.
Even if the First Lady of the United States files for divorce, your family law firm’s YouTube videos are not going to break the record set by “Gangnam Style” in 2012, and even if they did, how many of those viewers who clicked on your irresistibly entertaining video would become new clients? In law firm marketing you should focus on strategies that will continue to pay off over a long period of time. Professionally written blog content for your law firm’s website is one of the most valuable investments you can make in your marketing strategy.
When the Investment Curve and the Return Curve Intersect
According to Tom Nixon of Harrington Communications, you should base your marketing decisions on how you expect the return on investment to be a year or more in the future. Any marketing effort worth its salt has startup costs, even if it only costs time. By this he means that the lawyers will need to spend some time planning and implementing the marketing endeavor, and that time could otherwise have been spent as billable hours.
Even the snazziest video, most shareable ad campaign, or sweetest holiday cards will not result in prospective clients clamoring outside your law office the next day. Especially with evergreen content that stays relevant, once you post an informative blog post, for example, it continues to do its job for years to come and to generate leads, and you will not have to spend a penny on it beyond the flat fee you paid the content writer to write it. In other words, the return curve continues to trend up, even as the investment curve drops off.
How Much Importance Should You Give to Analytics?
Analytics regarding the SEO performance of your content are not, by themselves, a foolproof predictor of return on investment. They can, however, give you a feel-good boost about how many people are seeing your content and are likely to see it in the future. Ranking highly on SEO is not the end goal, but it is certainly a reason to be proud and encouraged that you are doing something right with marketing.
Top Notch Legal Blog Content Will Pay Dividends for Years to Come
Regularly updating the blog on your law firm’s website will benefit your business in many ways. Choosing the legal content writers at Law Blog Writers to compose blog content for your site will help you bring in new clients for years to come.