Whether you’re a solo practitioner or an attorney at a nationwide firm, you’re likely using multiple marketing channels to retain more cases. No matter what type of marketing campaigns you implement as a Social Security disability attorney or advocate, tracking the performance metrics of each campaign you run is essential to achieving success.

Consolidate your data

Whether you use a CRM or an Excel file, you should consolidate data from each campaign into one place so you can evaluate your aggregate performance. In doing so, you can organize each marketing source to allow for comparison between them.

For instance, you can devote one Excel column or CRM list to potential clients that originate from your television commercials, another to potential clients that originate from your billboards and so on. By comparing your marketing sources side-by-side, you can quickly pinpoint inefficiencies and evaluate where your firm should focus its resources.

Quantify lead origin

Although some sources like lead generation are tracked by your lead provider, not every channel of new business is easily quantifiable. A significant portion of new clientele is derived from simple word-of-mouth marketing. Thus, it is crucial to denote when a new potential client contacts your firm in response to a former client’s recommendation.

The best way to avoid missing data is to implement specific policy for new client consultation. Part of the protocol for each consultation must include a question about how they heard about your firm or advocacy practice.

Evaluate your marketing sources' success

Some firms that utilize multiple marketing sources may be overwhelmed by the myriad of metrics within all of the data they collect from each channel. While many of the metrics are certainly useful, there is ultimately only one metric that truly matters: cost-per-case.

Cost-per-case (CPC) is the most important metric your firm can monitor because it measures the end result of your efforts. It is also useful because it can be applied to any marketing source you use. To evaluate your firm’s cost-per-case, you simply calculate the amount of money spent on a campaign divided by the number of cases acquired from the campaign. By tracking all of your marketing sources and keeping them in a centralized location for constant monitoring, you can spot trends and discover opportunities for cost savings that you may have missed without taking a closer look.

Say you garner 10 new clients per month through your television commercials. On the other hand, you retain 3 new clients per month through the 30 leads purchased per month from your provider. These television commercials cost you $5,000 per month and 30 leads cost a total of $750 at $25 apiece. Without tracking and evaluating your sources, you might think at a glance that the TV commercials are more effective because of the sheer volume of cases coming in. When you evaluate the CPC of each source, however, you will find that the leads are much more cost-effective.

$5,000/10 = CPC of $500

$750/3 = CPC of $250

Considering new marketing channels?

If you would like to consult with us at eGenerationMarketing and see how you can save money on your marketing budget through the use of Social Security disability, personal injury, workers’ compensation or other legal leads, feel free to give us a call at 617.800.0089.