When it comes to law firm marketing, most things matter very little, and a few things matter greatly. The trick is distinguishing between the two. It’s worth the effort, because identifying your firm’s highest impact, highest leverage marketing activities and investments is the key to accelerating performance. Consider the following examples to put things into perspective.
Where We Spend Our Time and Attention
These days, most large law firms solicit feedback from clients about their satisfaction with the firm’s services. Smaller firms may not have a systematic feedback program in place, but seek input from clients in a more informal manner. Either way, the point is to distill the data and make performance and client service improvements.
Let’s assume that you put in place a feedback program that asks clients to rank interactions with your firm on a scale of 1 (very negative) to 7 (very positive). Let’s further assume that the results are mixed—there’s a relatively mixed distribution of responses across the spectrum.