The greatest advantages to digital marketing over traditional advertising are the ability to track effectiveness and target specific audiences.
Traditional advertising for legal practices can include print ads in newspapers, magazines, and trade publications, billboards/OOH (out-of-home), and direct mail campaigns. Not only can the cost for each of these can be quite high, their usefulness ends very quickly after the investment is made. Publications get tossed in the recycling bin after they’ve been read — or more likely just skimmed, the billboard expires and is papered over, and unsolicited mail gets sorted and tossed out before the recipient even sits down at their desk. You’re blasting a message to thousands, in the hopes that even just a few people will be intrigued by your message.
How do you know if what you’re sending is effective? How many calls did you get, thanks to that campaign? Do you even know?
Tracking Your ROI
With digital marketing, every dollar spent can be measured. In just a few months we are able to:
Calculate the cost of a lead
Tweak campaigns frequently and with immediate effects, based on real data instead of hunches
Attract potential clients who are in the early stages of the customer journey and not ready to have a conversation, but who will need your services in the future
Use marketing automation tools to nurture these early-stage contacts to become qualified leads, increasing the likelihood that they choose you when they’re ready to move forward
When a visitor lands on your website, we know how they arrived — referral website, paid ad, organic search, email campaign, or direct traffic (they entered a URL). And because they came to you, they’re a much more interested listener than someone driving past a billboard or sorting out junk mail.
Starting with that first visit to your website, we can track an individual visitor’s journey, learning a lot about what topics they’re interested in and even how motivated they are to fix their problem. Once we’ve provided enough incentive for the visitor to supply an email address, we capture the address and the person’s path through the website, so that we’re able to follow up and make specific offers that are more likely to be of interest. Additionally, when the email address is a business account, the contact record is automatically populated with information about the business, when available — location of the headquarters, annual revenue, photo of the individual, and more. Most of which can automatically filter into your CRM.
These powerful tools mean that your first conversation, or your next step, is informed by the information you’re gathering.