How to Track Which Marketing Actually Signs Cases With Andrew Orlander

SPEAKER_1 (0:03)

Welcome to the Grow Your Law Firm Podcast, brought to you by Pilma.

This podcast helps lead lawyers to more growth, profit and freedom. Here is your legal marketing expert and host, Ken Hardison.

Ken Hardison (0:21)

Well, hello everyone, and welcome to another episode of Grow Your Law Firm. And today we have the honor and pleasure of having Andrew Orlander from Razor Rank. Good morning, Andrew. How are you doing?

Andrew Orlander (0:32)

Morning, Ken. Doing great. Good to see you.

Ken Hardison (0:34)

You too, Ed. So tell us a little bit about you and your company, Razor Rank, what you guys do and what's your journey. How did you get to where you're at now?

Andrew Orlander (0:44)

All right. Well, Razor Rank is a full service digital agency. We've spoken at Telma a few times now, and we've been around for 10 years. My partner, Jason Manuel, is another founder at the company, and we got together 10 years ago, both coming from having our own agencies, got together, and got very busy for many years in a row.

Recently, what we've done, besides the usual full service digital agency, where you do web development and technical SEO and now AI, we got into paid media and developed a platform, as you know, called Full Circle Attribution, that significantly enhances the performance of Google Ads for attorneys or anyone who's getting leads from using Google Ads. And we just launched it last year and getting pretty spectacular results by enhancing performance through reporting to Google in real time, the actual case values of the leads that are coming in. And so, I mean, that's it in a nutshell.

Ken Hardison (1:48)

So attribution, I've always back when I was 25 years ago in my prime, when I was practicing, it was not that hard to do attribution. I mean, it was still not a science, but you probably could get 80 percent if you were lucky, true attribution. But when once social media got in, the web, 500 different TV platforms and streaming, and there's so much out there with saturation, I tell others it's very hard now to really know the true attribution. I mean, you can ask people, but I used to have two questions when people would call our office was, how did you hear about us?

And what were you looking at when you dialed a number? But this was before forms, which is now a really big part of keeping it up, which is easier attribution. But they would tell me like billboards, and I never did a billboard in my life. And so I know that that won't write, you know what I'm saying? And then you look at attribution and it's the last click or the last thing you do, but you might have seen a lawyer or a billboard, you might have seen their TV, you might have heard the radio, but then you go online and you look it up. And then subconsciously, you see something that looks familiar, Ken Hardison, I've seen, you know, I know, I recognize this name and you click on it, and then you end up either calling or filling out a form. And to me, I guess you could call that attribution, but is it really an attribution? I mean, because look at all the other stuff they did. I don't know.

So I'm interested in what you got going on because I think it's so hard today.

Andrew Orlander (3:23)

Yes, I agree. It is difficult with all the different channels that people are using. And one of the things, the first thing we do, besides reporting all of our data to Google, first thing we do is we connect to the client's technology, all their systems, and we lock down their attribution. So when we set up the call tracking and we set up the phone numbers and the form tracking and the chats, and we connect into the CRM, we see multiple attribution points easily because what happens is, someone will call in to your office and they'll say, oh, I saw you on TV.

But we know from our system, from the attribution system we have hooked up, that they actually put a search into the organic search bar that said personal injury lawyer San Francisco. We know that they put that search in, although they said they saw you on TV. So you get to understand multiple touch points, and you get to understand where your marketing dollars are working. The other part of this, there's two parts of our platform. One is the fact that if you are paying attention to Google's messaging right now, Google said, if you want to do better in Google Ads, send us the results of your cases. In other words, when the phone call comes in, did that person become a client? Google has no visibility into that, so they can't use their AI to help you get more if that was a good client. So if it was a bad client, we don't want more of those. So what we do is with the attribution, we put a value on every single client, every single intake, every case that's signed, and we put those values on and we send that back to Google in real time so that Google is now learning which clients did you put a very high value on and which ones did you put a really low value on, and which ones were junk and which ones were in the middle.