Law firms struggle with investing the needed time and money into marketing because of the difficulty tracking cause and effect.
After implementing all of the marketing research, training, support and systems, how does a law firm know what is and what is not working?
Data analysis is essential not only for determining effectiveness but also for improving results. Lucky for law firm marketers,
Digital Marketing Analytics
The effectiveness of traditional legal marketing tactics such as direct mail, advertising, sponsorships and speaking events is extremely difficult to measure. Luckily, gathering analytics on more modern marketing methods such as websites, blogs, social media and email newsletters is much easier and much less expensive. So, what can law firms measure to determine the effectiveness of their digital marketing efforts?
Analytics reporting starts with the firm’s website. There are customized analytics programs such as Hubspot and also free ones such as Google Analytics that measure website activity. Statistics gathered include the number of website visitors, the length of stay on the site, content and pages viewed, the number of unique visitors by location, referring domains and several more.
Monitoring where and how visitors are getting to a firm’s website and what pages are generating the most interest indicates the most relevant content.
Traffic analytics are also available to bloggers. Many of these are included or offered by the blog hosting platforms. These data are used to inform future blog post topics and help a firm generate more interest from a targeted audience.
Social media activity is also easily measured. For example, Twitter’s analytics program allows firms to see how many people viewed, clicked on, shared and liked a post. LinkedIn provides similar data. Keeping track of which posts get the most engagement will help firms create content that drives engagement.
Email newsletter activities are easy to measure. Email send applications will typically track open rate, click through rate (website visit), the number of clicks per link, forwards and shares.
While all of the data gathered from analytics is interesting and informative, it is only beneficial if a firm incorporates it into future decisions. In addition to ensuring that a firm’s marketing efforts are worth the money and time, a real analytics process is a primary tool for improving effectiveness.