Setting a marketing budget can be challenging… but sticking to it can be even harder. Fortunately, there’s a way to abide by your attorney internet marketing budget without letting it consume your valuable time. Simply follow this five-step plan for success.
- Explore free or inexpensive marketing resources
If you’re working with a shoestring budget or just want to add more power to your attorney internet marketing arsenal without a large additional cost, look into free or cheap marketing resources such as:
- Setting up business pages on social media platforms
- Accessing online guides or training for everything from creating infographics to crafting engaging content
- Undergoing a free legal website evaluation from the experts at James Publishing
- Determine how much to spend and where
After taking advantage of free or inexpensive attorney internet marketing resources, determine how much you have available to spend on paid or more expensive marketing tools.
Then, break this total budget down into smaller sections such as research, specific campaigns, pay-per-click marketing, and costs of hiring any freelancers or independent contractors for content, web design, social media, etc. Establishing these buckets will make tracking expenses simpler and more efficient.
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- Track all spending
Establish a system for tracking your attorney internet marketing spend from all buckets. Here are a few ideas that might work for your practice:
- Designate one person to approve all spending—this could deter unnecessary spending and also ensure that multiple people aren’t covering the same bases
- Have a dedicated marketing email address to link to all marketing accounts in order to receive receipts, invoices, membership notices, and forgotten passwords in one place
- Track spending on a Google spreadsheet that everyone from your legal marketing team can edit and view in real time
- Analyze campaigns during and afterward
Tracking expenses during and after the life of a campaign ensures that costs don’t get away from you. For instance, to track the cost of an email and social media campaign asking readers to take a brief marketing survey, consider the costs of:
- Developing the online survey (either paying a freelancer/independent contractor or doing it in-house)
- Designing the email containing each recipient’s personalized survey link
- Loading the email into your email management system or sending it off manually to all recipients
- Sponsoring posts on social media (paying per post or per click) and/or time spent developing social media posts and posting them on your own
- Dedicating time to responding to comments on social media posts and promoting on social media throughout campaign life
- Addressing all respondents—for example, sending the free white paper promised to them in exchange for their survey response (developing this additional content could constitute another cost) or a thank you email
- Analyzing survey responses
- Adjust along the way
By constantly tracking spending, it’s easy to see when and where adjustments are necessary, and then tailor spending to your specific attorney internet marketing needs and performance.
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