Marketing Budgets For Law Firms / Solicitors Practices

When it comes to setting a marketing budget for solicitors, I understand that many solicitors do not know where to start. Whilst a very basic method is to take 5% of turnover as a starting point, this could lead you to missing out on a huge opportunity to make substantial profits.

The Reason Using 5% Could Be Costing You Thousands

It is best to remove ourselves from the legal world to look at this more objectively. Imagine you were guaranteed that if you spent £100 with your bookmaker, you would receive £150 in return, within one month. How many £100 would you give to your bookmaker? Surely the only answer is as much as you could possibly lay your hands on.

Moving back to the legal marketing world, if you are able to accurately show that for every £100 you spend on one marketing method you receive a return on investment of £150 in legal fees, how much would you spend? I accept that this is not a completely straightforward analogy, but it does prove or over-prove a point. That is, if you know how much each £ of marketing spend produces in fees, it makes it much easier to spend more and more on marketing. All big businesses understand this, but I meet many solicitors that struggle to grasp the concept.

However, there is one area where it is very accurately understood and that is the field of personal injury law. Solicitors will pay from £200 to £600+ for a personal injury case because they know that they are receiving a new instruction and it will generate a guaranteed minimum return in fees of at least £600 profit but usually more.

The inherent problem with this type of marketing (referral fee marketing that is) in that it is not building a future pipeline of leads for your practice. Once the client has been processed they are normally lost to the original provider of the instruction. It is much better to spend the money on your own initiatives, whether they are website marketing, print advertising or marketing your own client database. If you can spend the £100 on your own marketing initiatives, you have the opportunity to generate future instructions from the same client. The initial £ can be turned into an initial £160 will instruction, followed by a £1,000 employment instruction and a £3,000 personal injury instruction a few years later. The £100 initial spend has now created over £4,000 in fees for your practice.

The vital point to grasp with all marketing is that you must record how much you spend on every aspect of your marketing (figure 1), and how much that generates in fees (figure 2). If figure 2 beats figure 1 by a good percentage, then you have to carry on increasing the spend as long as it continues to provide you with a return.

Record, record, record…

The vital two parts of this message I hope have been clearly received, however to clarify they are:

  • Record how much of a return on investment you receive for each aspect of your marketing
  • If your marketing is working, do not limit yourself by budget, spend more to make more profits.

The Only Way To Find Out When A New Blog Post Has Been Posted Is To Sign Up For Blog Alerts Using The Form Below:

Ready To Take Action And See Results Now?

Please call 0117 290 8555 to arrange a mutually convenient time for a telephone discussion, Email me or complete a Free Online Enquiry. There is no cost or obligation. We will have a chat about where you are and where you would like to be and I will suggest some things you can do to get there quickly.

Law Firm Marketing

Tim Weir

Having implemented a raft of improvements to our website and marketing campaigns suggested in Nick’s excellent books, I decided to contact the man himself for a one-to-one discussion.

The thirty minutes spent with Nick on that video call provided me with more business improvement tools than I could’ve hoped for. Nick even took the time to give me some insights on client conversion particular to our area of practice.

Online reviews are often brimming with trite phrases and hyperbole, but I cannot find any other way of saying that my only regret is that I didn’t contact Samson Consulting sooner.

Chris Thomas

As usual with Nick he was super informative and helpful and gave me some very good tips for me to go forward with. He exudes positivity and makes dealing with him a pleasure. Also gave me a steer in helping two other contacts I have who may be able to use his services

Carl Atkinson

I have enjoyed working with Nick over the past couple of years and his advice has helped me manage and improve the marketing of my business.

Nick has provided many helpful and practical suggestions to improve my marketing strategy and I am happy to recommend his services.

Michael Birch

Less than a year ago I asked Nick to help me grow our practice by making the telephone ring.

He’s certainly done that and much more.

The improvements are incredible and Nick has guided me through the many challenges of scaling up, not least the need for a client focused approach.

This has allowed me to start the next phase; organising the practice to ensure a better lifestyle balance for all of us, whilst we continue to grow.

Claire Johnson

Nick is a fountain of knowledge, tried and tested personally. He has that rare gift of not making you feel daft for asking any question. After our consultation I felt far less like a rabbit in the headlights and far more empowered to climb the marketing mountain successfully.