Measuring the Success of a Law Firm Marketing Campaign | Good2bSocial media
Extrapolating data from your law firm’s marketing campaigns is very simple; However, interpreting what you learn can leave some feeling lost in a sea of acronyms, numbers, and industry jargon. Most people would see 500 likes on a Facebook post and call that a smashing success. In some cases, this is most definitely a good sign. But, if your company has 25,000 associates nationwide and 2% of them liked this position, your 500 engagements are from employees, not potential customers. So how can you discern if your engagements are delivering value and your marketing dollars aren’t going to be wasted? Here’s an overview of what goes into measuring the success of a law firm’s marketing campaign.
Plan, plan, plan, then plan some more
Would you be comfortable getting on board if a ship’s captain set sail without charting a course? Marketing campaigns are no exception, and a set of concrete goals with clear goals dictates the map your business uses to increase the odds of victory. Planning is a tedious process that helps you make waves, not get swallowed alive by one. Take the time to ask yourself and your team the tough questions. Play devil’s advocate, determine your strengths and weaknesses and plan accordingly. When you know where you’re going, it’s much easier to figure out what you need to do to get there.
Choose your weapons
There is an arsenal of marketing tactics, but not all of them may be the right choice for your business and a specific marketing campaign. Every tactic has a purpose, and while one may be good for you for one campaign, it may not be enough to achieve your goals for the next. For example, if you’re trying to publicize a webinar, an email send is more targeted at attracting attendees than a wide range of Facebook posts. But, if you want to promote your company culture, a Facebook post can be more engaging.
They are KPIs, not hieroglyphics
Remember those acronyms, numbers, and industry jargon mentioned earlier? These are more affectionately called KPIs or Key Performance Indicators, and they come in enough colors to rival a box of Crayola crayons. Understanding your KPIs will guide decisions, and it would be wise to think of them as a treasure trove of information. Some common KPIs are your CTR or click-through rate, impressions, bounce rates, and many more. Each media tool has its own set of corresponding KPIs, and digging deep into that data leads to gold.
Who runs the show?
Execution is just as important as planning. Another critical element in measuring the success of a law firm’s marketing campaign is the person at the helm. Whether you’re taking on these responsibilities for your business, or whether it’s an employee or an outside vendor like an advertising agency, the person steering the wheel must stick to the map and consider every detail along the way. to make decisions on the fly. They are responsible for sticking to the plan and keeping your ship on track, as well as keeping everyone updated on your progress.
What is “Damage”?
It would be a luxury to buy an ad during “The Big Game” knowing that everyone would say your company name forever. Unfortunately, these companies benefit from a marketing budget that exceeds your wildest dreams. Setting the limits of your budget keeps your head above the clouds. When doing a media buy, it’s essential to know if you can afford black truffles or canned mushrooms – both can be delicious if prepared properly.
Dip your toes in the water
It doesn’t take much to turn something minor into a massive success in a viral marketing culture. This same philosophy applies here as well. It is possible to make a big wave with a small splash. Don’t be afraid to start small and scale up the campaign as you look at the stats. And, you can always opt out if it doesn’t seem to be working. Once you are convinced that your success has value, you can go further.
Take out the lab coat
Tests and adjustments are commonplace. The most brilliant marketing guru is not perfect and will also make mistakes. Failure in marketing is a way to learn how to increase the likelihood of triumph. When something goes wrong, go back to asking those tough questions and don’t be afraid to take risks, be bold and pivot. You will learn more from your failures than from your accomplishments in most cases. What you have done in the past should influence the future, which can be very positive. If something works, you have a success benchmark that can be replicated.
The definition of “marketing success” is different for every business and is heavily influenced by the goals and objectives established in your advertising campaigns. An integral part of determining your business goals and objectives is choosing the metrics and analytics you will use to gauge the effectiveness of your media strategies. Measuring the success of a law firm’s marketing campaign is not an exact science, so testing, tweaking, analyzing, and analyzing the numbers is part of the course. Don’t be afraid to waver between bold and conservative approaches to defining what works best for your business. When you find what works, keep experimenting because the marketing landscape changes frequently and new tools to express your company’s message appear just as often.
We conceptualize and develop marketing campaigns for our clients on a daily basis. Alongside them, we navigate rough waters until they figure out how to steer the ship independently.