Making Sense of Marketing
- Julie Fisher
- 6 days ago
- 8 min read
Updated: 1 day ago
Why Law Firm Marketing Data Creates Confusion More Than It Inspires and Builds Confidence.
You had a website built, created your law firm’s social media profiles, and began creating content. You set up your referral network, reached out to local businesses, and did some outreach to set up seminars, speaking engagements, and get the word out – your open and ready for clients.
Let’s add in, you’ve staffed your law firm, set up operational workflows, and desire an excellent white-glove client service experience. That is a lot to do and congratulations on a job well done if you managed all of it.
Now, you need to see results come in. Leads. All you care about are calls or contact forms coming in, right? That’s the way it supposed to work and should work. Activity producing results. And, you probably took a course on marketing and business development so you could learn how to succeed at understanding what is required. Kudos for you! Well, maybe...but, here comes all the data, the analytics, the metrics, the CTRs, the SERPS...the acronyms are endless.
So, now what tends to happen with solo, small to mid-sized law firms is that you rely on your digital marketing agency to provide you with the strategy, focus, client targeting, content, campaign messaging, and brand identity. Or, an attorney, who really should be focused on legal case work and business development efforts. Both really aren’t equipped for being your sole marketing program and defining what the data means in relation to your law firm's goals and marketing efforts.
Even an honest digital marketing agency will tell you that having a marketing expert helping out will boost your marketing strategy and make their jobs a lot easier.
The truth is, data gets misconstrued, misinterpreted, and even pulled incorrectly from within your law firm's case management system and/or CRM system. Which means reports make no sense and leads are inconsistent, but you won't know it or you won't know why. Do you really understand all of those reports an agency sends? Are you creating spreadsheets on referral sources and aren't admitting that you don't understand what they mean? Do you know how those numbers translate into reality - revenue? What are they actually achieving? How do they relate to your law firm’s goals? So many questions, sorry about that - let's get back on track.
When you don’t have clarity on your marketing data, then you won't know who you’re trying to reach, what makes your law firm unique, and what success means. Every marketing effort can feel like guesswork rather than a purposeful strategy and that is no way to achieve the goals you set out to attain, let alone address the competition when they land in your backyard. Marketing can make sense and data can be your friend.
Metrics, KPIs, Analytics, Data: Well, ok, what does it mean to me and my law firm?
Marketing isn’t meant to be confusing. It is meant to create relatability, growth, and trust. If it is still a guesswork to you and for you, then, this blog should shed some light on it.
Marketing is about crafting a story using intelligent strategy, actionable patterns, and measurable results. Results that can be determined, defined, explained, and understood.
I have seen law firms believe they had a solid marketing program in place, only to ask them, “Where is the current marketing plan?” only to see a surprised and bewildered look and hear, I don’t think we have one. I’d, then ask, “Has there been a SWOT analysis done?” and the same thing – “no, but I’ve heard of those.” And, next – “What SMART goals have been defined?” Again, nothing in existence.
Maybe you don’t believe those are necessary. I understand. But, allow me to say, that’s what makes me the one who will help you bring your law firm the stability and scalability it is needing or you could be enjoying.
Law firms that don’t understand or pay attention to their data in relation to their marketing efforts may have success and achieve great case wins, but they don’t really know what it all means - the how, the why, the what and how to maintain it, refine it, or explain it. Marketing isn’t simply putting out a bunch of content and campaigns, it’s about defining what makes you stand out amongst the rest.
Case Study: Elder law firm’s incorrect keyword concept – I just can’t get myself to call it a strategy…
This example comes from an elder law context, but similar disconnects between strategy and data happen across all practice areas - from family law to business litigation.
The problem and the analysis: One elder law firm I worked with had a PPC campaign for the keyword Probate and their business cards had it listed as Probate Alternatives. Yet, they did not handle probate cases. Neither their campaign nor their business cards had the words estate planning, trusts, wills, or powers of attorney.
The cost per click at that time for Probate and for the city they wanted was $150 on up. So, when asked why this was the strategy, the principal attorney shared when people searched for it, they’d find her and call her up and she’d save them money by doing a trust or will. But, when probed further by me as to the strategy – like, weren’t these consumers past the point of being able to get an estate plan? Weren’t these the family members in need of a probate attorney? Who is really her best client persona and at what buying stage are they?
She looked pensive and shared that their website account manager had suggested it. Then, more came to light. She got the reports but never looked at them fully, never had a solid strategy session on her PPC campaigns after launch, and she never established a strategic marketing plan with an expert aside from this account manager. No offense to him but he was more of a salesperson than a digital expert in my estimation.
The strategy: When I sat with her and showed her the PPC reports and how their business cards needed to list out what they did in simple terms, a strategy started to talk root. I didn’t just talk numbers. I explained the client’s buyer mindset, their pain points, their reasoning for searching and how her law firm needed to present itself. She got it and quickly.
The result: She chose to stop the PPC and focus on organic content related to the types of client cases she wanted. Social media posts, blogs, seminars, updated business cards, and a new tri-fold on estate planning with a tie-in for financial advisors - all great strategies aligned to meet a goal she had for more estate planning clients - of all ages. And, a new business development strategy - more financial advisors to reach estate planning clients but, also, to help families who needed to get onto Medi-Cal/Medicaid for long-term care needs. So, a targeted focus took root and with great results.
Did it negatively impact her law firm’s revenue or reputation? Not one bit. She saved over $5000 a month in PPC ads, she increased website traffic over 40% with new content, her website SERP (search engine results page) moved her to the #1 to #5 spot from a #10 within 2 months, and her referral network was “wowed” that she did trusts and wills. That shocked me, but it goes to show YOU, that your network needs constant “top of mind” marketing and nurturing efforts so they remember you and what you do. She had an increase in estate planning consults of 30% within 3 months and the financial advisor referral network increased by 45% in 4 months.
Solid strategy, solid marketing and solid data - and it was easy to talk about because the foundation was laid out with SMART goals. There was little to no confusion. Maybe an aversion to data as a rule, but even I don't like math sometimes!
“It’s not just about numbers. It’s about strategy and being able to show the value marketing data has in relation to strategy…but in real-world terms. Cause and effect. It requires telling the story behind the numbers. Make it relatable, make it personal. Paint the picture! I know lawyers will make decisions when they know what is at stake. They want to win as much as I do.”
Your law firm marketing results have to do with building the right foundation. Then, marketing will make sense. Let’s dive further…
First, let me reaffirm why we are going to make data and marketing meetings make sense. Businesses need a business model, human resources need protocols, legal case work requires documentations and filings, and your marketing needs a plan.
Here are three realities I know your law firm will experience when there is not a marketing foundation in place:
Lack of clarity - wasted resources: Without a defined brand, target audience, or goals, marketing spend may be spent on broad or irrelevant channels, yielding low ROI.
Inconsistent messaging - dilutes your impact: Potential clients receive mixed messages about your firm’s identity and services, weakening trust and engagement.
Unclear goals - difficulty measuring success: If you haven’t set clear objectives rooted in your firm's core strategy, evaluating what works or what needs adjusting is nearly impossible.
When the Foundation Is Set, Everything Else Clicks – Including the Data
Once a law firm has laid its foundational groundwork with an actionable roadmap, the rest of the marketing strategy will fall into place more naturally and effectively. Your brand identity becomes more clear, you now have defined client personas, a market intelligence worthy SWOT analysis, and SMART goals that make sense. The added plus? Your operations will now align with your marketing plan and your budget will be under control.
When your law firm has a strong marketing foundation and understands its data clearly, these four outcomes will demonstrate marketing success:
Wasted resources - eliminated through clarity: With a defined brand, clear target audience, and specific goals, your marketing spend is focused and efficient, avoiding broad or irrelevant channels that don’t deliver ROI.
Consistent messaging - strengthens impact: Clear, unified messaging prevents confusion among potential clients, builds trust, and increases engagement by accurately representing your firm’s identity and services.
Unclear goals - no longer hinder measurement: Well-defined objectives allow progress to be measured, ROI can be delivered, and strategies adjusted based on what truly moves the needle. An added plus: you’ll gain knowledge of what tools are helping your firm scale or what tools are needed.
Referral networks - engaged and informed: Ongoing “top of mind” marketing reminds your referral sources exactly who you are and what you do, driving more and better-quality referrals.
“When you have a strategy with the right tools, data can be easily understood. There will be a story to tie it all together. Then, you won’t just be guessing at it, you will be relating to it. What I know is this – your highest purpose is the law, so caring about marketing only goes so far with you. As long as I have explained the data in its real-world impact, that should make the grade.”
If this sounds like you, let’s ensure your firm’s marketing strategy is established correctly and that every report you receive tells a clear, actionable story that you can relate too and be confident in.
Schedule a complimentary strategy session with Fisher Marketing Services LLC today to see how a fractional CMO can help turn your marketing plan into measurable success. I believe that high-quality marketing leadership should be affordable for all businesses. Reach out to learn more today!
