Whether you’re measuring the number of shares on Facebook posts or counting the email addresses on your newsletter mailing list, keeping an eye on your marketing ROI can be a great indicator of success. Tracking analytics helps to ensure that you’re spending time on the most effective avenues of communication and constantly striving to improve your marketing payoff.
Follow these best practices for measuring and improving your attorney marketing ROI, and learn how to automate processes in order to make your life easier.
Measuring Attorney Marketing ROI
If you’re unable to spend hours of time gathering loads of data, track these two essential ROI elements first:
- Website traffic
Potential clients will make your website one of their first pit stops when assessing whether to consult your team or not. Use tools provided by your website host or content management system (such as WordPress’ Jetpack plugin) or resources like Google Analytics to gather valuable attorney marketing information. This includes the number of visits to your website, the type of visitors (new/unique or returning) viewing your site, and where these viewers are coming from.
There are three types of visitor sources:
- Direct visitors—ones that land on your site by directly typing your URL into the browser
- Search visitors—those that visit based on search engine results
- Referral visitors—viewers that route to your website from outside websites, blogs, or social media
Analyzing these figures helps to determine which audiences you’re reaching most, how well you’re ranking on search engine results pages for various keywords, and which referral sites are the most effective.
- Visitor actions
Even more important than knowing where your potential clients are coming from is figuring out what they do when they reach your website. Analyze these factors to answer insightful attorney marketing questions that could guide your entire website design:
- Bounce rate—the percentage of visitors who leave your website after viewing only one page
- Visitor interactions—what pages do visitors look at? Do they enter their email addresses in your blog subscription box, use your live chat function to ask questions, or do nothing at all?
- Visitor conversions—the rate of viewers who move down the sales pipeline, e.g., subscribe to your email list or reach out to your attorney team for a free consultation
The key to improving your attorney marketing ROI is to use the analytics above when honing in on the right areas of improvement. Here are the right steps to take if you are experiencing…
- Low search traffic
If you’re not receiving much traffic from search engine results pages, focus on improving your SEO strategy. For example, use Google Analytics to see which keyword phrases your competitors are using and target high value, low competition keywords. For a personal injury firm, this could mean focusing on terms like “injury law firm” or “hurt on the job Orange County” rather than “personal injury law firm.”
- High bounce rate
If most of your visitors leave your website after viewing just the homepage, that’s a good sign that your homepage needs improvement. Try redesigning your legal website homepage page to make it more visually appealing, organized, and professional.
The web design experts at James Publishing and Attorney Marketing can help, as can online tools. Crazy Egg provides a heatmap of your site to determine where visitors click and view the least, and Google’s PageSpeed Insights provides advice for improving your page loading speed (hint: if your homepage takes longer than a few seconds to load, most visitors won’t stick around).
- Minimal visitor interactions
Let’s say that you experience a consistent trickle of visitors to your site but see a minimal opt-in rate for your email newsletter. Set up an A/B split test to determine which types of forms and calls to action work best for conversion.
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Automating Attorney Marketing ROI
Tools and resources like Google Analytics and Google Search Console (formerly known as Google Webmaster Tools) are gold when it comes to constantly tracking attorney marketing ROI so you can find significant patterns. In fact, the two integrate incredibly well. If you haven’t set up your Analytics and Search Console accounts, don’t wait any longer to do so.
Additionally, there are several other tools that you can utilize to track analytics and automate processes, resulting in less manual labor.
- Customer relationship management (CRM) tools like Salesforce can automate prospect and client follow-up, and even help with lead scoring (a prospect ranking system that pushes high-priority leads to the top of the list)
- Email management systems such as MailChimp enable you to schedule campaigns, analyze interactions, segment clients into lists so you’re sending relevant content to different groups (prospects, current clients, and former clients), and automate email follow-up
With all the tools out there today, it may take a while to determine which one works best for your particular attorney marketing needs. You may find that using a combination results in the greatest automation chain. For instance, a personal injury practice could utilize Google Analytics to track how well their guest blogging efforts lead to website traffic, their website host or content management system to set up an A/B test for the best email opt-in form, and Salesforce to send follow-up emails to visitors who sign up for their legal newsletter.
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