Many lawyers don’t hit their marketing goals because they don’t set the right ones. They decide how many new cases or clients they want to bring in for the month, and how much they’d like to bill (and collect), and these are important, but they’re not enough. 

They also need goals that, if achieved, help them hit their goals for new clients and revenue.  

They need to know how many prospective clients they need to meet with or speak to, for example, in order to sign up a new client. They need to know many leads or inquiries they need to receive, how many viewers of their videos or listeners to their podcasts, how many eyeballs on their ads, or how many attendees at their presentations. 

Those kind of goals. 

How about you? To reach your goals each month, how many new sign-ups for your newsletter or new followers on social do you need in order to generate enough inquiries, leads, or appointments?

But it’s not just raw numbers. You also need qualitative goals. 

Getting 1,000 people to watch your videos, for example, is meaningless if they aren’t the right people. 

You’re wasting your time engaging with people who don’t need your services, or don’t need them often enough, or don’t have the money to hire you no matter how much or how often they need or want your help. 

For a professional, quality is (usually) more important than quantity.

What do your best prospects look like? What kind of business do they own or manage? Where do they live or work, and what do they sell or do?

You need to answer questions like these so you know where to spend your time and money.

Rather than being seen by many people who may or may not be interested in what you do, you want to become well known to people who are very much interested in, and even looking for the kinds of services and solutions you offer. 

Identify your best prospects and invest in communicating with them (and their advisors). If you do that, you won’t need huge numbers in order to hit your goals. 

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