When starting a lead generation campaign to attract clients as a lawyer, it’s a good idea to understand all the filters that are available in your campaign. The best law firm advertisers understand that there is a correlation between the volume of leads you get, and how highly qualified your leads are. Therefore, like any investment, you will need to understand your risk threshold, and make an educated decision.
The filters of your campaign can be adjusted on lead generation campaigns. You may want to monitor the relationship between the quality you’re receiving, and the volume you need. Be sure to use a reasonable time frame to get accurate results. It is recommended to run a campaign for at minimum 3-months to be able to identify useful trends before making major changes.
When learning how to market your law firm, understand the sub-IDs in your lead generation campaigns. The traffic of legal inquiries that are routed to your office are usually the result of a variety of campaigns running nationwide. This can include google search results, social media, email campaigns, phone campaigns, advertorials, banner ads, and many more sources. Your lead generation partner cannot disclose all of their writers and content producers because it is proprietary information. However, they will provide you with the sub-IDs of your campaign.
Once you have sufficient data from your lead generation campaign, match your results and the sub-IDs. You can use the help of your lead generation specialist to do this effectively. If you’re getting good conversions from one source, your lead generation specialist can increase the volume from that source. This may be accomplished by raising your bid price on that source, or by removing some of the filters. Likewise, if you have an underperforming sub-ID consult with your account manager to minimize the flow from this traffic source. You can reduce the bid price, or eliminate the source if it doesn’t meet your expectations.