Tracking

It’s rare to find a law firm that truly understands the importance of tracking its advertising. In the legal world, the most successful firms are often times the ones that are meticulous trackers. Law firms that know where their cases come from and what type of case makes them the most money are the ones that can make the best business decisions. While tracking helps the overall business of law firms, tracking can also help their advertising agencies as well. We’re biased, but we would love to see more law firms track so we can create better advertising campaigns for our clients. Here’s some ways tracking helps law firms.

Where Do We Stand?

Tracking helps agencies understand just how well their advertising strategies and tactics are performing. Ad agencies can make more informed decisions and know when a change in the creative or media mix is necessary to move the needle. Without tracking, knowing when a change is necessary is all guesswork. Guesswork can lead to making decisions that are not wise and can set back both the firm and the advertising agency as well.

What Makes “The Needle” Move?

In order to understand what is truly effective in your advertising plan, your firm should be evaluating, testing and recording results. For example, you could test different creative on different stations or select specific day parts to see what works most effectively for your firm. Many firms do this sort of experimentation, but determine the success of these experiments based on their gut instincts rather than on what the numbers tell them. While your gut is important in making decisions, ignoring the numbers when adjusting your advertising campaign is shortsighted and can lead to missed opportunities. Furthermore, failing to track will make it difficult to conduct these sorts of experiments in the first place and can lead to a stale campaign.

Advertising is an Investment

At the end of the day, your advertising is a significant investment in your law firm. Do you track your 401K or do you just let it run on autopilot? Do you check your bank statements or do you just guess how much money you have in the bank? If you track the success of other areas of your life or firm, then why would you not track your advertising? Having a polished, well thought out advertising campaign can have a significant impact on your law firm’s success. Failing to track your advertising investment is myopic and doesn’t allow your ad agency to do its job to the best of its abilities. Contact Network Affiliates today to see how we can help you track your advertising more efficiently.

So what exactly is a QR code? Quick Response codes are two-dimensional bar codes originally designed for logistics in the car manufacturing and distribution industry. They have since become a popular marketing tool, helping bring print and other “static” mediums to life and make digital mediums more engaging. The process of reading a QR Code is simple; the user downloads an app that allows them to scan the QR Code. The QR Code is then scanned sending the user to a website, display of contact information, or a video. The popularity of QR codes has substantially grown in the US over the past couple years. So what does this all mean for your law firm?

The Advantages of being an Early Adapter

Trying new things can go one of two ways. It either becomes successful and you know it works, or it fails and you refine the process in how you use it. In being an early adopter, you become part of the progressive crowd who is adapting to the evolution of consumers and the market place.

It’s Trackable and Measurable!

The nice thing about Digital is the opportunity to test, measure your success and adjust accordingly. There are several sites that will supply you with analytics (i.e. number of users whom scanned) such as http://buzz.qreatebuzz.com. You can create separate campaigns, change URL’s to current campaigns and track how many people scanned the code.

It’s Free

I have heard several firms tell me their current clients do not know about this technology, and aren’t sophisticated enough to use QR codes. Assumptions are always dangerous when it comes to Marketing. The technology is free, so why not use it and test it. If nothing else, you spark your client’s curiosity and they figure out how to use it.

This technology is new, trackable and free, and can be used for testing response to marketing messages, promotional offers, etc. Scan the QR Code in this email to see how this technology works. If you don't have a QR Code application on your smartphone, go to market and download one of several QR Code apps that are available. Contact Network Affiliates today to learn more about how new technology can help grow your firm.