Legal marketing and advertising strategies are increasingly pinned to return on investment.
Why? Because advertising consultants now have better metrics to track marketing for law firms, from specialized call-tracking methods to actionable Google Analytics on Web-based advertising campaigns.
Seeing a return on your investment in advertising depends on several things, such as: your new campaign creative, the mix of marketing tactics being used and how integrated your legal advertising strategy is, among other considerations.
Creating true cash-flow momentum takes planning—and patience.
Typically, an attorney or law firm can expect to start seeing significant ROI in between 6 and 18 months. This equates to the length of time it takes for a typical auto accident case to settle, for example. If the case goes to trial, you can expect to see a return in more like 18 to 36 months.
However, in an area like workers’ compensation, temporary disability payments can start in as little as one month. However, permanent disability payments take much longer and typically require the assistance of a lawyer or law firm to negotiate with the employer and workers’ compensation insurance provider. Obtaining a resolution in a social security disability case usually take between 12 to 24 months.
You get the point. Marketing leads in legal advertising are ultimately tied to cases, and getting more in the pipeline will work to create a steady stream of clients—and ROI.
Most lawyers like to see how this might play out for each aspect of a marketing initiative, and a qualified advertising consultant can show you how each effort can tie back to ROI. Additionally, an agency with deep history and interest in the legal profession will understand the case life cycle and plan a smart marketing strategy around that cyclical process.
Likewise, the ability to shift strategies, especially with flexible Web-based “test” campaigns, helps your law firm try a specialized social campaign, for example, or a PPC-driven effort to adapt and adjust for variations such as seasonal fluctuations, expansions in the firm’s legal capabilities or mass tort campaigns.
Interested in running the numbers on the effectiveness of your current marketing mix? Call Network Affiliates’ expert legal advertising consultants to understand the potential of your advertising ROI — (888) 461-1016!