Marketing Financial Tips For The Solo Practitioner

Solo practitioners have it harder than any other attorneys. Not only is it up to you to win all of your clients’ cases and juggle your entire firm’s caseload, but you’re also responsible for all of your marketing. You typically won’t have tens of thousands of dollars to spend every month once you start your business. If you need clients but you’re on a tight budget, here are some tips to help you succeed.

Start Off Spending Heavily

This tip is most relevant for attorneys investing in paid advertising campaigns. If you have a high budget for your first couple of months of running ads, you can quickly see which campaigns seem to be generating more leads and which seem to be bleeding money. Once you can pinpoint high-quality keywords on Google Ads, you can optimize your campaign to be less expensive in the future.

Rely On Referrals

Referrals are some of the best marketing sources you could ever ask for because they cost nothing. Once you have a couple of happy clients, be sure to ask them to remember your firm as soon as they have friends or family members in need of legal assistance. While finding an attorney online is currently the most common way people connect with lawyers, a referral from a trusted friend carries far more weight than a random law firm online.

Do As Little Work As Possible

While you’ll be working tirelessly to make your firm a success, at the end of the day you’ll still want to streamline your efficiency and reduce the amount of time you spend doing tedious tasks. A great way to lower your daily workload is through case management software. Most legal case software allows you to email all of your clients or leads at once, perform mass actions, set calendar reminders, and more. We offer eLuminate, our own in-house lead and case management software, complimentary to all of our clients.

Track Everything

One of the biggest mistakes you can make is setting up digital marketing campaigns or airing TV commercials without tracking your success. We like to use cost per lead (CPL) as a metric for evaluating marketing sources. You can calculate your CPL by dividing the total spend for one marketing channel by the number of clients you signed within that timeframe. If your CPL is 15% of your expected revenue per won case (or less), you have a profitable marketing source on your hands!

Consider Lead Generation

Our clients find that lead generation often yields some of the lowest costs per leads in the industry. When you work with a lead provider you won’t need to worry about making manual bid adjustments on Google Ads or begging your clients for referrals because you’ll be paying for contact information from claimants in need of legal help in real time. For the solo practitioner strapped for time, the ease of finding new clients quickly can be worth its weight in gold.

We currently offer Social Security disability, personal injury, workers’ compensation, and creditor harassment leads nationwide. To learn more about our current lead availability in your area, give us a call today at (617) 800.0089.