Most law firms are wasting enormous amounts of money on marketing while simultaneously under-investing in what actually drives growth. They’re chasing digital metrics that look impressive in PowerPoint presentations but deliver nothing to the bottom line.
The Current State of Law Firm Marketing
Most law firms approach marketing backwards. They start with tactics (usually digital because it’s easily measurable), sprinkle in some branding (usually whatever the managing partner prefers), and then try to retrofit some strategic justification afterward. Then they hire expensive consultants to prove it all worked brilliantly.
This is, to put it politely, completely wrong.
The Fundamental Problem
The issue isn’t that law firms aren’t spending enough on marketing – it’s that they’re spending it badly and measuring it worse. They’re obsessed with attribution models that give precise answers but are precisely wrong. They focus on short-term metrics while ignoring long-term brand building. They chase new clients while neglecting existing ones.
A Better Approach: The Three Levels of Media Mix Modeling
Level 1: Strategic Foundation
Before you even think about modeling, you need to get the basics right:
- Market Orientation
- Who are your actual clients?
- What do they actually want?
- How do they actually choose law firms?
- What actually influences their decisions?
Notice the emphasis on “actually.” Most firms rely on what they think they know about clients rather than real research. This is like trying to win a MVA compensation claim without assessing general damages.
- Brand Position
- What does your firm stand for?
- How are you different from competitors?
- What’s your value proposition?
- Why should clients choose you?
Most firms claim to be “client-focused” with “exceptional expertise.” That’s not positioning – that’s a participation trophy.
Level 2: The Marketing Mix
Once you have your strategic foundation, you can look at your marketing mix. This means:
- Long-term Brand Building (60% of budget)
- Traditional advertising
- Content marketing
- Thought leadership
- PR and reputation management
- Speaking engagements
- Professional networks
- Short-term Activation (40% of budget)
- Digital advertising
- Email campaigns
- Direct marketing
- Sales promotions
- Lead generation
- Social media
This 60/40 split isn’t random – it’s based on decades of marketing science. Yet most law firms do the opposite, spending 80-90% on short-term activation, just like some kid addicted to pints of Coca Cola. It’s all sugar and no substance!
Level 3: Measurement and Modeling
Now we can talk about actual marketing mix modeling. But here’s where most firms get it wrong again. They try to measure everything with precise attribution, which is about as useful as measuring the exact temperature of bath water while the tub is leaking.
Instead, focus on:
- Brand Metrics
- Brand awareness
- Consideration set inclusion
- Perceived value
- Client satisfaction
- Reputation scores
- Business Metrics
- Market share
- Price sensitivity
- Profit margins
- Client retention
- Revenue per client
- Activity Metrics
- Marketing reach
- Engagement rates
- Lead quality
- Conversion rates
- Cost per acquisition
The Right Way to Use MMM
Here’s how to actually use media mix modeling to drive growth:
- Start with the Base Case First: Understand what your firm would achieve with no marketing at all. This is your baseline. Many firms skip this step and end up attributing natural business momentum to marketing efforts.
- Measure Incrementality: Look at what marketing actually adds above the base case. This means:
- Testing different spend levels
- Measuring competitive response
- Understanding seasonal effects
- Accounting for external factors
- Focus on Interaction Effects: Different marketing activities work together. Good modeling shows how:
- Brand building supports direct response
- Digital amplifies traditional media
- Content supports sales efforts
- PR influences digital performance
- Account for Time Lag: Marketing effects aren’t instant. Good modeling considers:
- Short-term sales activation
- Medium-term consideration building
- Long-term brand effects
- Cumulative impact over time
Implementation: What Actually Works
Based on our work with successful firms for close to 2 decades, here’s what actually drives growth:
- Brand Investment
- Consistent brand building over time
- Clear, distinctive positioning
- Professional, not stuffy execution
- Genuine thought leadership
- Digital Excellence
- Strong organic search presence
- Targeted paid search
- Quality content marketing
- Effective email programs
- Professional social media
- Client Experience
- Outstanding service delivery
- Proactive communication
- Clear value demonstration
- Strong relationships
- Measurement Framework
- Regular brand tracking
- Client satisfaction monitoring
- Competition watching
- ROI analysis
The Reality Check
Here’s what you need to know about implementing this approach:
- It Takes Time
- Expect 6-12 months for initial results
- 2-3 years for full impact
- Ongoing refinement and adjustment
- It Requires Investment
- Proper research budget
- Adequate marketing spend
- Quality execution
- Professional measurement
- It Needs Commitment
- Partner buy-in
- Consistent execution
- Patient capital
- Cultural alignment
Common Pitfalls to Avoid
- Short-termism
- Expecting immediate results
- Cutting brand investment
- Chasing quick wins
- Neglecting fundamentals
- Poor Execution
- Cheap creative
- Amateur content
- Inconsistent branding
- Mixed messages
- Bad Measurement
- Wrong metrics
- Poor data quality
- Misattribution
- False precision
The Path Forward
For law firms serious about growth, here’s your action plan:
- Get the Basics Right
- Conduct proper market research
- Develop clear positioning
- Build strong brand assets
- Create quality content
- Invest Properly
- Maintain 60/40 brand/activation split
- Invest in quality execution
- Measure properly
- Stay consistent
- Focus on Results
- Track meaningful metrics
- Measure incrementality
- Monitor competition
- Adjust based on data
- Build for the Long Term
- Develop strong brands
- Create valuable content
- Build relationships
- Measure properly
Conclusion
Marketing mix modeling can help law firms grow, but only if they approach it correctly. This means:
- Starting with strategy, not tactics
- Investing in brand building
- Measuring what matters
- Staying consistent
- Taking the long view
The firms that get this right will win. The ones that continue chasing quick fixes and precise attribution will continue wasting money while wondering why they’re not growing.
The choice is yours. But remember – in marketing, as in law, the truth eventually comes out. Better to face it now and build something that actually works than continue pretending your current approach is delivering results it isn’t.
Be that as it may, if you think you’re there, here are some platforms that might help dial things in.
MMM Software to Consider
Here are some of the best software tools for Mix Marketing Modeling, including their website addresses and a brief overview:
1. Adverity
Website: adverity.com
Overview: Adverity is a data intelligence platform that integrates data from various sources and provides advanced analytics.
Features: Data integration, visualization, and automated reporting with AI-driven insights.
2. Marketing Evolution
Website: marketingevolution.com
Overview: Marketing Evolution focuses on optimizing marketing spend and improving ROI.
Features: Real-time analytics, ROI measurement, and predictive modeling.
3. Nielsen Marketing Cloud
Website: nielsen.com/marketing-cloud
Overview: Nielsen Marketing Cloud provides data management, marketing analytics, and media planning solutions.
Features: Advanced analytics, audience segmentation, and media optimization.
4. Analytic Partners
Website: analyticpartners.com
Overview: Analytic Partners offers a holistic approach to marketing analytics and ROI measurement.
Features: Unified marketing measurement, including MMM and multi-touch attribution (MTA).
5. Gain Theory
Website: gaintheory.com
Overview: Gain Theory is a marketing foresight consultancy that uses data and analytics to optimize marketing effectiveness.
Features: MMM, campaign evaluation, and scenario planning.
6. ScanmarQED
Website: scanmarqed.com
Overview: ScanmarQED provides marketing analytics solutions, including MMM and MTA.
Features: MMM, data integration, and optimization tools.
7. OptiMine
Website: optimine.com
Overview: OptiMine is a predictive marketing analytics and optimization platform.
Features: MMM, real-time optimization, and marketing ROI analysis.
8. MetaMarketing
Website: metamarketing.com
Overview: MetaMarketing offers tools for data integration and marketing mix analysis.
Features: Comprehensive MMM, media planning, and budget allocation.
9. Visual IQ
Overview: Visual IQ, part of Nielsen, specializes in marketing intelligence and performance optimization.
Features: MMM, MTA, and marketing performance measurement.
