It seems like the legal marketing options for attorneys are endless. It’s likely you’re receiving leads from multiple marketing sources, so it can feel challenging to compare one ad campaign to another. This is especially true when comparing campaigns across different mediums, like TV vs. PPC. Here are some top things we like to keep in mind when we evaluate lead sources:
How Fresh the Leads Are
You’ll want to connect with a claimant as soon as he or she chooses to speak with an attorney. Most campaigns will yield fresh leads. TV ads, print and billboards, and lead generation campaigns will deliver contact information as soon as someone decides to work with an attorney. What you’ll need to avoid here is outsourcing your work to a third party that only provides you with an outdated contact list of potential clients.
The Effort Handling the Source Takes
Some sources are far more time intensive than others. For example, when you’re running your own PPC campaigns, you’ll need to optimize your campaigns frequently, even a couple of times per day when you start out. On the other hand, if you work with a lead provider the only task on your to-do list will be calling your leads once they arrive.
How Proactive the Leads Are
Not all leads are created equal. Ideally, you’ll want to speak with a claimant who’s indicated immediate interest in working with an attorney. TV commercials yield some of the most proactive claimants. They’re so inspired by your commercial that they decided to call you as soon as they could—there are few sources that can beat that quality. The issue with TV is the commercials are expensive, even in local slots.
How Expensive the Leads Are
Price is always a major factor when it comes to legal marketing, especially because the legal industry is so competitive. You’ll have to keep overall expenses in mind when deciding where to allocate your marketing budget. As mentioned earlier, a TV commercial is wildly expensive. You’ll need to film the actual ad, then air the commercial on available spots within your network. Billboards are expensive too—expect to pay no less than $2,000 per month for one. Higher-volume areas will cost far more.
Your Cost Per Case
Cost per case, or CPC, refers to how much you spent to sign one new client. CPC is often more telling than your overall expense. For example, if you spent $5,000 on PPC ads and billboards over the course of a month, you may believe the two marketing channels are roughly equal. But if you signed 19 clients via PPC and 13 via your billboard, your PPC campaign is far more profitable.
Lead generation has one of the lowest CPCs in the legal marketing industry. It also takes the least effort on a firm’s end to maintain. To learn more about our Social Security disability, personal injury, workers’ compensation, and employment law lead generation services, simply give us a call today at 617.800.0089.