So my question for you is talk to me a little bit about what type of kind of baseline infrastructure and measurement should I have in place before I jump back in to see if it's something that can work for me?

Yeah, the minimum to me, the minimum viable is that you've got last click plus testing.

qualitative like how did you hear about us and you're looking at that data so anytime someone calls your firm you can say the last click was google ads and the qualitative how did you hear about us was they might say google or they might say referral or they might say i've known you for forever or whatever a former client or whatever but that's kind of the that's the minimum because at least then you can segment by brand, non-brand, and prior awareness and recognition.

That's kind of the minimum.

But again, I'm giving you the floor.

I mean, really, you need a much more holistic view of consumer journeys.

And I've been telling everybody that you have to get out of this mindset of sources.

bottom of the funnel type of advertising and marketing, et cetera, that it really can get lost in terms of what are you doing to actually build some brand while you're spending on the bottom of the funnel stuff?

And so, you know, you're advising them, but what do you say to the people who are, who are doing it, but not clear whether or not that's a good use of their resources?

Totally.

And this comes back to starting at the top, big picture, strategic guidance.

Because again, you're talking about investing in...

Essentially, this is a component of brand building.

You're not going to have last click attribution to be able to show this stuff.

And so you've really got to start to partner with people.

how do you enhance it to deal with AI? That's the other.

What's wrong with this picture? And what do you think is the right approach when it comes to marketing spend?

Well, there's a lot of talk going on right now.

We work with a lot of plaintiff side personal injury lawyers, but I think that this is going to be a continuing issue for lawyers of all practice areas.

But The answer is that it's a function of what you're trying to build.

And I think so many firms don't really start with that question of like, you know, am I trying to be the market leader in my location? Do I have growth goals that are related to like percentage of growth over time? Because...

At the end of the day, what you invest in your growth should depend.

It's a function of what you're trying to build and what your growth journey looks like.

Tell us a little bit about that and how should firms be getting ready for that?

I think people have a general idea of what Google Analytics is, but I don't know a lot of people who are conversing in Google Search Console.

Sure.

Search Console, we'll start with Analytics.

So analytics, JavaScript, you put on your website or you have your website person put it on your website.

And it basically tracks where people come from to get to your website and what they do once they're on your website.

That's essentially it.

And it can be, like you said, it can seem overwhelming.

I don't

Sure

... impressions when they hear, you know, word of mouth referral.

And so the first exposure they have to your business or your brand or to you or however you wanna frame that, that's when they start to form that impression.

And, you know, the, we see it.

I mean, and again, we do digital marketing.

We see in Google Business Profiles most of the negative reviews are, "Doesn't answer my phone calls.

Won't...

We have a lot of flexibility, and that's very mindfully and intentionally built to make sure that people are allowed to bring their whole selves to work and feel human and take the space they need so that they can feel refreshed and present when they are here.