Numbers Speak Louder: Essential Marketing Data for your law firm
When it comes to tracking marketing performance, one thing that your law firm is going to need to get to grips with is data and metrics. Both of these things are key when it comes to making sense of your marketing efforts and if they are working out as you want them to.
However, with so many different types of marketing data out there for you to view; you may find that trying to find what is right for you is going to be confusing.
To help you work out what it is that you need to focus on and pay attention to, I have put together the essential marketing data that you are going to need for your law firm.
The return on your investment
One of the main things that you need to think about when it comes to marketing data for your law firm is the return that you see on the investment that you put into marketing your firm. Whilst you want to think about the overall marketing budget that you spend, it is also a good idea to think about each aspect or campaign that you put out there. That way you know what is working for you, and what isn’t working as well.
The traffic that SEO is bringing in
SEO is an important aspect of marketing that you need to master. When done right it can be a powerful way to bring in new traffic to your website and ultimately your law firm. This means that you should always analyse the data that relates to SEO and its impact on the traffic you see. If it isn’t quite performing in the way that you hoped, then perhaps it is time to think about what might need to change in your SEO efforts.
Are you getting any new clients into your law firm?
One of the main aims of marketing your law firm is to ensure that you secure as many new clients as possible. Therefore, one thing that you should make sure of is that one piece of data that you are working with is the level of new clients that you have obtained. It might be a good idea to have a baseline created, which will indicate where you came from at the start, this can then be used to compare to how you are doing in the future.
How well your landing page is performing
When it comes to impressing potential clients you are going to need to make sure that they are impressed by what they see on your landing page. This is, thankfully, another metric that you can obtain data for. Knowing how well your landing page is performing will help you to make some key changes that will make sure that the first impressions that you create, are the right impressions.
Time spent on the site and the bounce rate
For visitors to become clients, you are going to need them to spend the maximum amount of time possible on your site (and in particular certain pages of your website). This means that it is important to monitor the time spent on your website and then at what point people leave the website.
If you notice that people are not spending very long on your website, or that most of them are leaving on the same page, then there may very well be an issue that you need to fix.
Social media performance for your law firm
Whilst social media might not be for everyone, it has to be said that when it comes to marketing your law firm, it can be a hugely powerful tool. You want to make sure that social media, whatever platform it is that you choose to use, is working for you as you want it to. You may find that one particular platform might work better than another, or you may find that you need to ensure that you have a combination of them all.
Take a look at email performance for your law firm
As well as monitoring how well your website and social media profiles are performing, other data that you need to make sure that you look at is how well your email marketing is working out. You want to make sure that all of those people who receive your emails are opening them, this is the first step in the process, and then, after this, you want to see how many are clicking through to find out more.
Find out where your website visitors are coming from
Having people end up on your website is a great way to ensure that you secure as many clients as possible. However, it is important to know more about where these visitors are coming from. You may find that social media is performing better for you than email, or that it is the other way round. Having this information can help you to decide where is the best place to promote your law firm, or where you may need to make some future improvements.
Which devices are performing the best
Time has changed the way that we use technology and gone are the days when every single person who viewed your website would do so on a desktop or a laptop computer. Nowadays, you should be seeing more and more people visiting from mobile devices, however, if this is not happening for you, then perhaps there is an issue with how your website is performing (and looks) on mobile devices.
Are your law firm visitors new or returning
It is great to know that your clients (or potential clients) are coming back time and time again to your website or social media. This shows that they are interested in what you do, that they are following you and that the content that you are sharing is keeping them interested and engaged. This is particularly true for social media profiles and also for blog pages, where you are trying to ensure that your audience wants to know more about what you have to offer.
Your conversion rates
Finally, one of the things that you should be focused on and thinking about is whether or not the audience that you are trying to communicate with (and get on board) is converting into clients in the future. If they are not, then perhaps there is an issue somewhere along the process that is causing this to happen. Hopefully, the right metrics and data can help to show you where this is occurring and allow you to make those relevant changes.
As you can see, there is plenty to think about when it comes to marketing your law firm and what you may need to monitor. It can take time and effort to get to grips with marketing metrics, but I can promise you that in the long run, it is going to be worth doing.
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Need help?
If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.
