For lawyers who might be unfamiliar with the intricacies of marketing, navigating the complex landscape of advertisements, keywords, and lead tracking can be overwhelming. CallRail’s Senior Manager of Vertical Marketing, Chris Nelson, a trained lawyer, joined the Legal Mastermind podcast to discuss how CallRail bridges the gap between marketing data and actionable marketing insights.
Lead tracking with precision
CallRail enables firms to pinpoint where their leads are coming from with precision. Whether it’s an incoming call or a form submission on your website, CallRail can trace its origin right down to the billboard, pay-per-click (PPC) campaign, or television ad. With this knowledge, firms can refine and tailor their marketing efforts to areas of maximum impact, ensuring that every marketing dollar is used effectively.
CallRail has two main tracking levels:
- Source-level tracking
- Visitor-level tracking
Source-level assigns different tracking numbers to various ad sources, such as billboards or direct mailers. On the other hand, visitor-level tracking assigns each website visitor a distinct tracking number. This provides insights into how each visitor interacts with your website and allows you to know how they found you in the first place.
There was a time when vanity numbers, due to their memorability, were the go-to for advertising. A law firm could put 1-800-LAW-HELP on a billboard to depict the services they offer in a memorable way, but in today’s digital age, a client is more likely to search “legal help near me” online after an incident. With the emphasis shifting from recall to instant accessibility and trackability with phone numbers, CallRail helps businesses navigate this transition.
Data analysis: Transforming calls into insights
Beyond call attribution, one of CallRail's great strengths lies in its ability to analyze the content of incoming phone calls. By extracting key phrases and themes from conversations, you're presented with trends and keywords that might be valuable for future campaigns. Instead of spending hours listening to calls, you have summaries with highlighted keywords right at your fingertips.
These insights aren't just about collecting data though; they provide firms with potential marketing angles and keyword opportunities that might have otherwise been overlooked.
You can also monitor frequently mentioned terms in conversations. This helps ensure that your messaging and keyword strategy align with how potential clients naturally communicate, optimizing for authentic and effective communication.
Why legal marketers should take notice
With many of the most sought-after PPC terms being legal-centric, standing out is crucial. According to PPC Hero, 24 of the top 25 PPC terms are legal-related terms. Having the ability to analyze real-time conversations can provide a competitive edge. By identifying untapped keywords, you can refine your keyword strategy and position your firm more effectively in the market.
Ensure effective allocation of marketing budget
CallRail isn’t just about tracking, it’s about understanding. With a unified dashboard, firms can immediately see which marketing campaign is driving the most leads. Generating leads is crucial for attorneys, as it is a primary means of acquiring new clients and boosting revenue. According to our 2022 Marketing Outlook for Law Firms, 95% of firms agree that since the marketing is non-billable, the spending risk is perceived to be greater, and using those dollars effectively is even more important. By understanding where your leads are coming from, legal marketers can make informed decisions on where to allocate resources that offer the highest return on investment.
Harness the power of AI
CallRail is at the forefront of innovation, harnessing AI to provide advanced features such as call transcription, automated call summaries, caller sentiment analysis, and more. These valuable insights empower law firms to understand client needs better, streamline intake procedures, and enhance the client experience. CallRail's Conversation Intelligence® stands out for its reliability and precision, leveraging a vast language model built on over 1.1 million hours of voice data.
Whether you're a solo practice or a large firm, insights drawn from CallRail can ensure your marketing budget is well-spent and that you remain a step ahead of the competition. For a deeper dive, tune in to the podcast episode here.
