Using statistics to inform a law firm marketing campaign is a great way for firm leaders to ensure that ad materials are designed to reach their target market. As powerful as statistics are, it’s important that individuals in charge of marketing remember that they are only one of many tools that should be used when launching or modifying a publicity campaign. Before delving into statistical research, firm leaders should take a moment to understand the scope of this important field.
Many attorneys have some familiarity with statistics thanks to college courses in this specialized field of math. Though there are a breadth of different types of statistical calculations, statistics in general is described as the collection and interpretation of data. This type of data collection is widely used in the practice of law, meaning that most firm leaders will have the knowledge needed to put marketing statistics to use.
In the world of marketing, statistics are generally used to identify market trends. For a Nashville car accident lawyer, this means that statistics might be used to reveal the demographic of individuals who are often involved in car crashes and use the Internet to find new service providers. Using these types of statistics will help the attorney tailor a marketing plan that will reach the target demographic.
When using statistics as a part of law firm marketing, it is absolutely essential to view all data in terms of scope. Law firm leaders should focus on using descriptive statistics, or those statistics that provide demographic information. Inferential statistics, or data that is used to make predictions about future behavior, is generally too complex for use in marketing campaigns. By keeping the scope of statistics in mind, firm leaders can ensure that they are making the best use of their marketing research dollars.