Law firms struggle to invest the necessary time and money in marketing because it is difficult to track 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. Luckily, law firm marketers have access to a variety of tools and techniques to make data analysis easier and more effective.
Measuring the effectiveness of traditional legal marketing tactics has always been a challenge for law firms. Marketing through direct mail campaigns, advertisements, sponsorships, and speaking engagements can be costly endeavors, yet determining their impact on attracting clients is often murky at best. With the rise of digital marketing, however, law firms now have access to a wealth of data that can provide valuable insights into the success of their marketing efforts.
By focusing on more modern strategies like maintaining an informative website, regularly updating a blog, engaging with audiences on social media platforms, and sending out targeted email newsletters, law firms can track various metrics to gauge the effectiveness of their digital marketing campaigns. This shift towards digital platforms not only offers a more cost-effective means of reaching potential clients but also provides a clearer picture of what is resonating with their target audience.
Through tools like Google Analytics for website traffic, analytics provided by blog hosting platforms, social media platforms' built-in analytics features, and email marketing platforms for newsletters, law firms can track metrics such as website visitors, page views, social media engagement, email open rates, click-through rates, and more. By analyzing this data, law firms can better understand what content is generating interest, which platforms are driving the most traffic, and how to tailor their marketing strategies for optimal results.
Incorporating these insights into future marketing decisions allows law firms to not only justify their marketing investments but also continuously improve and refine their strategies for maximum impact. By embracing digital marketing analytics, law firms can stay ahead of the curve and effectively reach and engage with their target audience in a rapidly evolving digital landscape.
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 can be conveniently measured using analytics tools like LinkedIn. Such tools allow firms to view the number of people who viewed, clicked on, shared, and liked a post. By keeping track of the level of engagement on different posts, firms can create content that drives more engagement..
Email newsletter activities are easy to measure. Email send applications 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.