Order of Operations: Tracking Systems Come Before Paid Advertising

It’s easy to get keyed up on a new paid advertising campaign you’re about to launch – especially if you’re one of the bold solo or small firm practitioners to actually be brave enough to launch one!  But, if you haven’t built a formal intake program, through which you can track those online leads – it’s gonna be tough to measure the value of what you’re doing.  Now, I get it: this sounds like the obvious thing to do; but, I still see law firms trying to launch paid advertising campaigns, while simultaneously trying to create reliable intake programs, with the correct reporting methodology – and, that’s even in some cases, where those law firms are working with digital marketing agencies (who should really know better). 

 

There are two major components you need to be aware of, in order to do this the right way.  First, you have to design an intake workflow before you launch it via a software program.  Second, you need to understand the software you’re using, for when you launch that intake workflow – even if someone else is building out your intake program.  It’s your firm; and, the buck stops with you, as the managing attorney.  If everything crumbles around you: vendors, staff, etc. – you still need to understand your workflows, and how they’re managed. 

 

So, take the time to build your intake machine, before you pay for any advertising – because, if you don’t, you’ll have no idea what you’re paying for. 

 

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Knowledge is power; but, data is the currency for knowledge.  If you want to set up your marketing program with that thesis in mind, we can help. 

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