of marketing and advertising our practices to build business the right way .
Focus on what you ’ re good at and leave the marketing metrics to the artificial intelligence — the digital platforms we all have at our fingertips these days . When we are openminded about new tools that can make us accountable to our professional needs , not just our personal wants , success is inevitable .
THE METRICS OF ACCOUNTABILITY
So what do we mean by tools and metrics that can tell you something you thought you knew , but really didn ’ t ? We ’ re talking about robust analytics programs and software available to all attorneys . The solutions are there ; it ’ s just a matter of settling on a set of tools that works best for the size and style of your practice .
As we ’ ve reiterated many times , accountability starts with intake and ends with a measure of your marketing tactics .. Having oversight through the whole business process will help you understand what you ’ re actually putting in your pocketbook — and what you ’ re leaving on the table .
LEADS LEFT TO LANGUISH
Lead generation and intake is just the start . In the legal space , data show that up to half of sales go to the vendor that responds first . Do the math : Depending on your case fee , a tiny increase of as little as 3 % in conversion could net you you $ 500,000 in revenue !
Automate your leads tracking and follow-up process to make money-making even simpler . Intake and conversation software , such as Lead Docket , bake the process and protocol right into the software .
THE ANALYTICS OF ADVERTISING
Ego-free tracking of every element of marketing will also provide tremendous insight into where your dollars are really going — and whether they ’ re working the way your advertising agency expects them to . Any agency of record or even independent advertising and marketing professional has access to metrics tools that measure your efforts . Don ’ t shy away from these because your ego gets in the way . Instead , take full advantage of these resources . Large national databases can teach you about the competitive legal landscape . So instead of following the crowd when it comes to marketing , you can do something different that makes you stand out . You can find your own ways to shine . It ’ s all in the metrics .
Other tools are free for the taking , too . Google Analytics , for example , can provide rich information on how your website is performing , and your marketing partners can help you make sense of the numbers to analyze what ’ s working and what ’ s not . This is the real measure of accountability — to yourself , to your profession and to the community of people that work on your behalf .
Maybe it ’ s time for an ego check . Numbers can ’ t lie the way our egos can . Ready to take your practice to the next level ? Look in the mirror and ask yourself , when was the last time you made a decision for the greater good and not just for personal desires .
The answer is the first step on a path to independence — and a practice free of ego and full of hope .
The Trial Lawyer x 17