“Days are expensive. When you spend a day you have one less day to spend. So make sure you spend each one wisely.” Jim Rohn
I recently visited a client that invested in our video marketing services 5 months ago. Each month our clients get a custom report that includes insights, analytics, social media and search results. In addition to the reports, my special agents and I pay close attention to what's working, what's not and what we applications, tools, books and resources we can recommend to help our clients attract their best clients.
This particular client has at over 20,000 views on a particular Facebook video. This video had dozens of comments and shares, hundreds of likes and over 700 clicks in a 90 day period. So, I decided I would like to meet with the client and find out just how well the campaign was working.
Once I entered his office I asked him 3 simple questions:
What's Working?
What's Not?
What's Next?
His response?
I just don't know...
All I could do was stare at him...You see, I really care about our clients and the results they achieve with our services. So, I began to ask probing questions...
Had the phone been ringing more? Yes.
Are you getting more clients? Yes.
Are you asking them where they found out about your firm? No.
*Blank Stare*
Look, if you're going to invest in a company to market your firm, you must track all of your leads. All.of.them. If you're attracting your ideal clients and getting more business, but not tracking the results then you're still camped in the field of dreams. You're not going to be able to invest more money in what's working because you don't know what's getting you the best results.
Once a client has made a decision to work with your firm, they may never mention where they heard of you. Quite frankly, they may not remember. Remember, they're coming in to visit you because they are seeking a solution to their problem. So, if you don't ask, they may not tell.
If you want to know if your marketing is working or not, you must proactively track it. Here are the key performance indicators we suggest that you measure:
•Number of leads
•Number of consultations for new business
•Number of new clients closed
•Closing ratio
•Fee per client
•Total attorney time
•Total team member time
•Number of days from initial consultation to signing
•Total costs of running the firm, including a salary for you
•How the lead heard about the firm
•Why the lead chose your firm
You might be thinking...isn't it your marketing company's responsibility to track your leads? If you invest in a lead generation company -- yes! But, when you're investing in videos to market your firm, your results may take time. Work with a company that can help you get real results.
