The most effective way to market your law firm today can be summed up in one word: social media (OK, two words). If you’re not using social media to boost your firm’s online presence, you’re missing out on limitless marketing potential and an untapped world of potential clients.
Although social media clearly works wonders for legal marketing, how to measure your marketing efforts is a bit more elusive. Here are 5 questions to ask when measuring your law firm’s social media ROI to make the most out of your networking efforts, and reap the benefits social marketing can bring.
1. For Starters, Does My Firm Really Need To Track Our Social Media ROI?
Since social marketing is relatively new in comparison to traditional email campaigns, etc., many attorneys think that just having a social presence is good enough. This isn’t true. Social media marketing should be tweaked and tracked like any marketing strategy to see what’s working for you and what isn’t.
There’s a lot more to it than simply posting a tweet or uploading a video. When tested, honed and polished, social media marketing can give your firm the edge it needs to keep up with—and surpass—your competition.
2. Should I Do Anything Special To My Content Before I Start Measuring Social Media ROI?
Before you start mining for metrics, make sure that the content you’re posting to your website, blog, and social networks is meaningful, useful, and engaging. Create and upload the kind of content that you already notice followers liking, sharing, and commenting on the most—this content is likely not too salesy, and contains great legal advice.
Fresh, engaging content will retain your current audience, attract new viewers, and turn more potential clients into actual ones.
3. What Are the Best Ways To Track Social Media ROI?
There are a number of social tracking tools to help you gauge viewer response and activity. Some of the best include Google Analytics, Hootsuite, TweetDeck, and Social Mention. These tools can monitor your friend and follower base, who is coming to (and from) your site via your social networks, who is reposting and retweeting you, and much more.
4. How Can My Firm Leverage Social Media Metrics To Grow Our Practice?
Although there’s no magic formula when it comes to translating Facebook likes and Twitter followers into actual clients, pay attention to the number of followers you attract and keep, along with cost per lead and cost per acquisition, if applicable. For instance, if your Facebook ad metrics show that out of 10,000 people who like your ad, only 10 or so actually visit your website, you need to reevaluate your marketing strategy.
5. How Often Should I Check My Social Media Analytics?
Check your SMM analytics at least once a week. Routine analyzation will help you gain an understanding of what types of content drive the most traffic to your site, and which content facilitates the most conversions.
For more tips on effective legal marketing, contact us! We can help you with all of your marketing goals.