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Plain answers about law firm marketing
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All questions (6)
What Is a Fractional CMO for a Law Firm?
A fractional CMO is a senior marketing executive who owns your firm's marketing on a part-time retainer, typically $8,000 to $15,000 a month. It works when a firm needs someone to make decisions. It works less well when nobody can see what the marketing produces, because leadership without measurement is a more expensive opinion.
Read the full answerHow Do I Know If My Law Firm's Marketing Budget Is Being Wasted?
Waste rarely announces itself. The four places it hides in law firm marketing are channels that produce leads but not cases, retainers that renew without review, inquiries that arrive and never get answered, and duplicated effort across vendors. None of these show up as a failing line item, which is why they survive for years.
Read the full answerWhat Marketing Numbers Should a Law Firm Owner Look At Every Month?
Six: total marketing spend, signed cases, cost per signed case, the share of cases with a known source, speed to first contact on new inquiries, and average case value. Everything else is diagnostic detail that belongs one level down. If an owner can only see six numbers a month, these are the six that support decisions.
Read the full answerWhy Don't My Marketing Reports Match My Case Management Numbers?
Marketing platforms count conversions, which usually means a form submission or a phone call. Your case management system counts signed cases. Those are different events, separated by weeks and by your intake process, so the two will never match exactly. A gap is expected. What matters is whether you can explain the size of it.
Read the full answerHow Do I Know Which Marketing Channel Actually Brought In a Case?
You ask at intake, you capture the digital trail, and where those disagree you apply a written rule for assigning credit. There is rarely a single true source, because most clients encounter a firm several times before they call. The goal is a consistent answer you can defend, not a perfect one.
Read the full answerWhat Should a Law Firm Marketing Report Actually Show?
It should connect spend to signed cases, state what changed and why, and end with a recommendation someone is accountable for. Most law firm reports stop at activity — impressions, rankings, form fills — which describes what a vendor did rather than what the firm got.
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