Marketing is both an art and a science. Success requires both experimentation and qualitative and quantitative analysis. It is through this analysis that a firm can learn which marketing tactics worked and which have room to improve to help inform future experimentation.

If you’re looking to evaluate your firm’s marketing efforts, here are a few data sources you can use.

  • Look at your quantitative data: If your law firm has a website, a social media presence or an email marketing solution, you have access to quantitative data. Generate reports from these sources and review the numbers. Are there positive or negative trends? Do they correspond with certain times of the year or certain lines of business? Are certain tactics resulting in more conversions than others?
  • Follow the money: Similarly to analyzing marketing data, you will want to pore over the financials to better understand how your firm generated or lost revenue. Did certain practice areas or lines of business see significant increases in revenue? If so, did these correspond with any specific marketing or public relations initiatives? Did some practices or services remain stagnant or even lose revenue, and, if so, what could you do now to help boost their numbers?
  • Interview the marketplace: It can be helpful to survey your clients periodically about your firm’s marketing efforts. For example, if you distribute client alerts, ask whether your clients find them useful, and solicit respondents for feedback about how to improve. This is also a good opportunity to inquire about the frequency of communications, since pushing too much content onto your clients can be a big turnoff.
  • Talk to your colleagues: In addition to going outside your firm for input, you should also consider conducting a similar survey of your internal clients — your firm’s service professionals. What do they feel was most effective at supporting them in gaining new business or retaining clients? Were there any tactics that they feel were unsuccessful? Do they have suggestions for other strategies you could incorporate to help support them?

Once you have a sense of your strengths and weaknesses, you can begin to set priorities based on costs, impact and urgency.

How Can Jaffe Help You with Marketing Strategy?

Assessing your own marketing strategy can be time-consuming, and many law firm marketing departments find they do not have the bandwidth to support the simultaneous tasks of analyzing and executing marketing tactics.

Jaffe’s experienced marketing consultants can help by serving as your firm’s trusted third-party evaluators. We can review your firm’s data sources while interviewing outside and internal stakeholders to get a full, 360-degree picture of your marketing function’s strengths and weaknesses. We also can help you set priorities and assist with implementing new tactics so you can continue to concentrate on your firm’s day-to-day marketing needs.

If you’re interested in learning how Jaffe can work with you to assess and improve your firm’s marketing strategy, contact Terry M. Isner, Owner/CEO, Branding & Business Development, at tmisner@jaffepr.com.