MarketingSherpa recently published a chart which purports to illustrate that the quality of leads generated by search engine marketing is far more important than the quantity of leads. Frankly, I can't make heads or tails of the chart; maybe some of our readers can help out here.
Anyway, while the point of the chart seems quite obvious, we've previously written here and here about how lawyers struggle with measuring ROI from online advertising. Specifically, a lawyer may think his or her online ads are a big success because they are bringing in alot of leads, but how many of those leads are ultimately converting into clients? Is the lawyer even covering his or her costs in terms of the cash expense of the ads, as well as the time spent sifting through the leads, and responding to inquiries? Clearly, a more "scientific" approach than simply counting the "number of leads" is needed to measure true ROI.
Also, as the MarketingSherpa article notes, more targeted ad copy and landing pages are critical in terms of filtering out bad leads. It's crazy to throw away money on ads and then skimp on the quality of the landing pages to where clickthroughs are directed (or even not have any landing pages at all).
Comments