If you don’t track it, you can’t fix it. That is the motto of many a successful marketer and for good reason: marketing data empowers us to make informed decisions about strategy and spending based on what is working and what’s not. With so much information available, there is no excuse for any law firm to fumble around in the dark when it comes to a lawyer marketing dashboard.
The 6 data points below form a portfolio of the most essential attorney marketing information that legal practices should track on a daily, weekly, and/or monthly basis. Stay informed by setting up your own lawyer marketing dashboard, or try the powerful James Legal CRM (Client Relationship Manager) and James Online Reputation Management (ORM) tool.
Designed specifically for legal practices, these systems come with an intuitive lawyer marketing dashboard that presents all of your most informative data in one place… finally, a better way to determine whether your legal marketing efforts are paying off and how to better spend your budget.
- Call Tracking and Monitoring
Incoming calls tend to indicate marketing success. If your phone isn’t ringing, you’re probably not generating much new business. Call tracking ensures that you know where you stand at any given moment in terms of new client development, and where your law firm needs improvement.
On the James Legal CRM, for instance, your call dashboard automatically includes data such as:
- Number of calls made
- Amount of inbound calls
- Average call duration
- Phone calls by area code
- Percentage of calls answered and how quickly
You can also quality check from this lawyer marketing dashboard by listening to any call and reading live chat transcriptions with one click—providing insight into how well your staff is trained.
Bonus: We specialize in creating personalized attorney marketing plans that boost leads. Click here to receive your customized roadmap.
2. Email Engagement
Drip email marketing campaigns, or sequences of messages sent out based on recipients’ behavior or at predetermined intervals, are ideal for cultivating relationships with prospects who are not yet ready to work with your law firm. By creating several touchpoints over the course of weeks or months, you’re able to push leads down the funnel until they are decision-ready.
In fact, the Direct Marketing Association and Demand Metric estimate that email achieves a return on investment (ROI) of 122%, much higher than other marketing strategies… but only when constantly optimizing your law firm’s email marketing strategy for maximum ROI.
These email marketing metrics can help to determine where you’re succeeding and whether recipients are engaging with messages:
- Email list statistics:
- How many clean email addresses are on your list
- The number of addresses added within the past month
- Churn rate: the number of opt-outs (within a certain period of time) and stale/disengaged addresses
- The amount of qualified leads, separated into categories: cold, warm, and hot
- Open rates: The percentage of emails read out of the entire number delivered (this doesn’t include messages that bounced or were marked as spam)
- Click-through rates: The proportion of recipients who clicked a link inside your email, such as a contact button or hyperlink to a landing page on your website
- Conversion rates: The number of email recipients who transform into clients
Tip: The James Legal CRM comes pre-loaded with specialty-specific content to send to your leads, whether you specialize in bankruptcy law, personal injury law, or another niche. Simply choose which educational content you’d like to automatically send to prospects.
Although this can fall under the purview of email marketing or call tracking, it is important enough to warrant its own category. Appointments are your law firm’s bread and butter; when you have a prospect on the phone (or in front of you at the office), you have the opportunity to:
- Qualify the lead to determine whether they are a good fit for your legal practice
- Address your lead’s questions and concerns
- Recognize patterns in your audience’s queries, which can assist with developing effective attorney marketing material that tackles common topics
- Determine which marketing strategies work (Do most of your prospects find you via Google or referral from a friend, for instance?)
- Convert the appointment into a case
Therefore, keeping a finger on the pulse of your appointment rates is essential. Your legal practice should be able to review the following data points at any given moment.
- The number of appointments set and where they came from
- Those who have been in touch with your firm (via telephone or email) but haven’t yet set appointments
- Those who set appointments but missed them
- How many new clients your law firm is producing every month compared to the number of prospects (i.e., your conversion rate)
Bonus: What could you do with a free guide of the best marketing tips for small law firms? Receive 19 proven ways to attract, convert, and sign more prospects—download the complimentary guide here!
4. Content Performance and Development
In addition to incoming business, legal content should be front and center on your lawyer marketing dashboard. If you have an attorney content marketing calendar (and you should have one for greater marketing success—if you don’t, learn how to create one here), take a look at it every week to ensure that your marketing efforts are on track to reach your objectives.
This should encompass the performance of existing content, as well as what your in-house attorney marketing team (or experienced attorney marketing partner) plans to develop. For existing content—let’s say an e-book about slip-and-fall injuries that you’re offering as a lead magnet—keep tabs on:
- Recipients: Which demographic or segment of your email list are you targeting, and does this align with who is downloading?
- Number of downloads
- Conversion rate: How many of those recipients (downloads) eventually convert into clients?
- Funnel: How are recipients discovering your e-book—via social media, your website, or your email list?
- Cost of production and distribution
- Overall performance and cost compared to previous attorney marketing pieces
Then, use this data to inform your marketing calendar and budget. If this e-book is performing poorly compared to past guides about personal injury topics, such as negligence or car accidents, then you may want to:
- Produce fewer slip-and-fall pieces
- Experiment with a format other than e-guides
- Assess distribution channels and focus on getting more eyes on your content
- Dedicate funds toward hiring an experienced legal marketing partner like James Attorney Marketing
Overall, tracking content performance in real time provides insight that allows you to pivot or iterate before poor-performing pieces waste time and marketing dollars.
Bonus: Download free educational content for four legal specialties: bankruptcy, criminal, family, and personal injury law! It’s complimentary and can set you apart from the competition.
5. Online Reputation
A positive online reputation is worth its weight in gold. 95% of your prospects will search for your law firm’s name online and read reviews from past clients, according to BrightLocal. If they like what they see, they’re much more likely to call you… but if not, they’re sure to bypass your law firm in favor of competitors.
Therefore, cultivating positive online reviews and assessing your overall rating should be on your weekly task list. With James Attorney Marketing’s ORM tool, for example, you have real-time access to data such as:
- Number of testimonials generated, from which sites
- Aggregate review score
- Current score compared to previous rating
- Review content
Bonus: With the James ORM tool, you can see review content, “park” negative reviews before they go live, and respond to testimonials all from one lawyer marketing dashboard. Additionally, you never have to hassle your clients for reviews again; they receive automated requests for testimonials, freeing up your time while automatically building a powerful library of positive online reviews.
This system has helped clients like Loren Etengoff, a Washington-based personal injury lawyer, more than double his caseload year-over-year. 90% of his clients say that they contacted him due to his online reviews!
6. Staff Workflows
Make sure that your attorney and support teams stay focused on the right tasks with daily and weekly workflows. These are basically outlines of manual and automated to-dos that drive each team member toward their goals.
One example: a new “lead to retained” client overview, which prompts the user to complete tasks such as creating a new contact in Agile and associating an attorney with the new contact. These manual tasks trigger automated activities—like delivering specialty-specific content to the contact—to streamline processes and cultivate a beneficial relationship, without requiring hands-on attention at every step of the way.
Maintaining these workflows—which James Attorney Marketing customizes for each member of your team—on your lawyer marketing dashboard provides a success path and prevents inconsistent, ineffective actions from stalling your team’s productivity.
Additionally, workflows through the James Legal CRM are a great strategy for:
- Integrating your law firm’s mission into day-to-day actions
- Clarifying your legal practice’s goals as well as each team member’s individual objectives
- Collaborating successfully and avoiding duplicate efforts
Tip: The James Legal CRM also sends automatic reminders about important tasks when triggers are hit, ensuring that you never skip an important task.
All in all, including workflows on your lawyer marketing dashboard keeps your team focused on the right things at the right time, enabling your attorney marketing strategy to perform like a well-oiled machine.