Few in the PI industry study the numbers like I do, but I can tell you that marketing your PI firm is not just a numbers game.  It’s a process…a process that requires planning, execution, measurement, systemization, feedback and continual improvement.  Are you committed to the process?   

If you’re a PI attorney looking to grow your practice to the next level, you have a number of options, all of which will yield differing degrees of success or lack thereof. 

The option that I see most commonly is to simply increase advertising.  Why is that the most common choice?  Because it’s the fastest and easiest.   

If attracting new case calls was the only goal of the marketing process, then advertising might be the best option.  But attracting and acquiring new calls are simply step one and two.  When we move to step three of the marketing plan, advertising falls short.  You see, step three is to grow relationships.  And that leads to step four which is to retain customers (clients) and generate a consistent stream of referrals. 

I believe that your numbers are the foundation for gauging the effectiveness of each element of your marketing program.  But marketing is not just a numbers game.  Marketing is all about building relationships and that is a process.