Let’s jump into the hard facts, here.
60% of law firms don’t measure their marketing ROI. This number is astounding, considering the livelihood and efficiency of their marketing strategies rely on how much return they generate! If your marketing isn’t getting you any new business, there’s no sense in continuing on the same route, right?
It’s a big data world and every metric is a piece of the puzzle. When put together, these metrics paint a true picture of where you stand-from your finances, to social media following and what your clients think of you.
We’ll share ten must-have metrics for your law firm to help you make some more sense of your marketing efforts and where they’re headed.
1. Return on Marketing Investment
Launching your digital marketing campaign is just the beginning of your marketing journey! In order to see it thrive, assessments to its performance, especially its return on investment, is paramount.
This will help you decide whether you want to keep your campaign running as it is or not, by pointing out what’s working and what might need some toggling.
For instance, if you spend $15,000 on your digital marketing campaign and gain $18,000 out of it, your return on investment is 20%. On the other hand, if you see that you are generating less money than what you invested, you’re dealing with a negative ROI. Here are useful ways to help you track your ROI.
- CRM Forms. A typical CRM comes with customizable forms. These forms can also make use of and store the info from the URLs such as the lead source to see what your prospects are doing with your links.
- Tracking URLs. Tracking URLs are normal URLs with parameters attached to them. These parameters act as tracking codes that specify the campaign, term, medium used, the content, and the source. Tracking URLs also share the info with your tracking system.
- Phone Tracking. Phone tracking primarily uses phone numbers to generate and track info. Avvo Ignite, for example, allows users to set up all tracking numbers and provides a dynamic call-tracking system. This works through a code that can be incorporated into your website, online advertising, and other marketing avenues.
- CRM Software. CRM systems are jam-packed with monitoring features that keep track of a slew of online customer interactions-channels, emails, phone calls, and so on.
2. Landing New Clients
Landing new clients is always an indication that your marketing efforts are working. If you’ve had significant traffic growth but are still unable to land new clients, you’ll want to revise your marketing strategy.
You have 15 seconds to catch a user’s attention. If you’re getting return visitors that’s a good sign, but there’s more to it. This metric categorizes your repeat visits as follows: 2-3, 4-9, and over 10 visits. It also shows the browsing rate and time spent on your site.
The percent MoM (month over month) columns indicate the comparative periods, which enable you to see how they are trending over time. You can use this metric to reverse engineer traffic dynamics to find out how content marketing affects viewer behavior.
3. SEO Metrics
SEO helps you get found, and with the right strategy, it will also build up your online reputation and get you new business. To make sure your SEO tactics are falling inline nicely, make sure you keep tabs on the following metrics:
- Organic SEO. 53% of all trackable website traffic comes from an organic search. It’s growth indicates that you’ve achieved your key SEO goal – increasing site viewers and visitors.
- Search Ranking. The higher your rankings on Google, the better for you. Your rankings directly affect leads, traffic, and conversions. You can use different tools to track how your rankings for the relevant keywords change.
- Search Visibility. This indicates how often you appear in search results. Google search console can help you track just how visible or invisible your sites are.
- Links. It is tempting to think that the more links you win, the better, but we heed caution here. Quality goes over quantity here, as low-quality links do not help your site’s authority. In fact, they damage its rankings. To be sure you have only quality links, track their quality score with online tools like Serpstat’s Backlink Analysis Tool, Ahref, and Majestic.
Successful lead generation is meant to result in several conversions. What conversions are, depends on your specific marketing needs! They could be form submissions, phone calls to your firm or simply a PDF download on your site! Ultimately, however, these conversions should lead to clients.
Make sure you are tracking conversions on your site properly, and if possible, try to follow your lead’s journey to see whether they do end up turning into a paying client or not. With time, you will start to see trends and correlations, based upon which you will be able to refine your marketing strategies.
5. Content Sharing
It’s difficult to quantify social interactions, but we all know just how important they are. Shared content increases your visibility. A shared tweet, post, or video is one step closer to building brand ambassadors!
Get Smarter Marketing for your Law Firm
Are you getting less than you deserve for your marketing needs? At Consult Webs, we help your law firm with tech-driven, effective and measurable marketing. Contact us today to start this journey.