header-logo header-logo

Home Login E-newsletter About us
03 February 2011 / Joe Reevy
Issue: 7451 / Categories: Features , Profession , Marketing
printer mail-detail

Compare & contrast

© Copyright LexisNexis 2026. All Rights Reserved.

Joe Reevy turns the spotlight on marketing spend & dispels the Google myth

We are very fond of experimentation in our marketing. Through trying things and measuring the results we learn and adapt.

Recently, we undertook two new (for us) marketing initiatives and one old one (attending a couple of conferences) we hadn’t done for quite a while.
The new ones were a telesales campaign and the new flavour of the month, search-engine optimisation (SEO). “Hold on”, I hear you say, “Isn’t this the chap who wrote The Google Myth?” (160 NLJ 7413, p 550). Well, yes I am, but just because we couldn’t make the maths work in a thought experiment isn’t a reason why we shouldn’t try the real experiment of running an SEO campaign, is it?

The marketing funnel

I should mention here the principle of the “marketing funnel”. When acquiring turnover, you go through stages in your relationship with the future client. They start as a “suspect” and go down the funnel in stages as you build your relationship

If you are not a subscriber, subscribe now to read this content
If you are already a subscriber sign in
...or Register for two weeks' free access to subscriber content

MOVERS & SHAKERS

Read All
Sponsored by
Switalskis—Naila Arif, Harriet Findlay & Ellie Thompson

Switalskis—Naila Arif, Harriet Findlay & Ellie Thompson

Firm awards training contracts to paralegals through internal programme

Ward Hadaway—Matthew Morton

Ward Hadaway—Matthew Morton

Private client disputes specialist joins commercial litigation team

Thomson Hayton Winkley—Nina Hood

Thomson Hayton Winkley—Nina Hood

Cumbria firm appoints new head of residential property

NEWS
Read All
NLJ this week: Divorce ‘nuclear weapon’ freezes assets but entangles outsiders
Freezing orders in divorce proceedings can unexpectedly ensnare third parties and disrupt businesses. In NLJ this week, Lucy James of Trowers & Hamlins explains how these orders—dubbed a ‘nuclear weapon’—preserve assets but can extend far beyond spouses to companies and business partners 
NLJ this week: What counts as ‘rent’? Court says labour alone won’t do
A Court of Appeal ruling has clarified that ‘rent’ must be monetary—excluding tenants paid in labour from statutory protection. In this week's NLJ, James Naylor explains Garraway v Phillips, where a tenant worked two days a week instead of paying rent
NLJ this week: Freed but failed—justice system leaves the innocent empty-handed
Three men wrongly imprisoned for a combined 77 years have been released—yet received ‘not a penny’ in compensation, exposing deep flaws in the justice system. Writing in NLJ this week, Dr Jon Robins reports on Justin Plummer, Oliver Campbell and Peter Sullivan, whose convictions collapsed amid discredited forensics, ‘oppressive’ police interviews and unreliable ‘cell confessions’
NLJ this week: Clarity on whistleblowing, settlements and tribunal limits
A quiet month for employment cases still delivers key legal clarifications. In his latest Employment Law Brief for NLJ, Ian Smith reports that whistleblowing protection remains intact even where disclosures are partly self-serving, provided the worker reasonably believes they serve the ‘public interest’ 
NLJ this week: Family law urged to ditch adversarial instincts
Family law must shift from conflict-driven litigation to child-centred problem-solving, according to a major new report. Writing in NLJ this week, Caroline Bowden of Anthony Gold outlines findings showing overwhelming support for reform, with 92% agreeing lawyers owe duties to children as well as clients
Copyright © 2026 LexisNexis
back-to-top-scroll