Law firms continue to face a challenging, competitive landscape when it comes to attracting and retaining clients. You are likely using several legal marketing techniques in an effort to grow your business and maintain a steady revenue stream. Which of these marketing initiatives is actually working? Are you reaching and influencing the behavior of the clients you want to engage? These are the types of questions that you should be asking, and answering, with marketing data.
Today’s law firms have numerous marketing channels available to them. From print to social media to your website, all of these are sources of data about your customer. Collecting, maintaining and then analyzing this information is key to ensuring that your marketing plans are successful. Here are some ways to make your data more meaningful.
Collect the Right Data
Tracking and capturing the performance of each unique marketing channel is crucial to understanding where to invest your marketing dollars. If you have a website, setting up a free analytics program, such as Google Analytics, can give you insight into how customers interact through your website. Sign-up for a Moz.com account where you can track your website’s ranking in Google for your top keywords such as “Boston law firm” or “copyright lawyer”.
For your off-line marketing efforts, using a unique phone number, URL or email address to differentiate your newspaper ad from your local television ad can help you truly measure each ad’s performance. Something as simple as changing a phone number can be a key piece of data to help you understand a specific marketing vehicle’s performance, and therefore to help you adjust your marketing accordingly for better results.
Now that you’ve collected your data, it’s time to dig in. Start by establishing key performance metrics that you can apply across all of your marketing efforts. Metrics such as return on investment (ROI) or cost per lead (CPL) help you understand the performance of each marketing channel relative to each other. Not all channels will be or should be equal, and you should consider things like volume and conversion rate for each. Setting good benchmarks for your programs will help you utilize your data more effectively.
In the end, you need to make your data actionable. Repetitive marketing leads to repetitive data and no insight. Using your benchmarks as a starting point, test different aspects of each marketing effort. If you’ve always used the same ad copy in your newspaper ad, try making it different every month. On your home page, change the language of your call-to-action to see if you can increase leads. Taking action from your data and then using those insights is how you give your marketing data meaning.