Brainstorming, planning, creating, editing, publishing: These are all steps in the marketing process for your law firm, but one of the most essential steps is analyzing your results. If you want to grow your law firm and attract new customers, you need to know how to analyze your marketing efforts and adjust them often.
According to The Legal Examiner, it is important for lawyers to determine the key performance indicators (KPIs) they need to measure and analyze.
One valuable metric is referral channels. Referral channels are the various places your prospective customers learn about your firm. Some examples are social media, email, digital and print advertising, and referrals. Keep track of where and how your clients found you to learn what channels are worth investing in and which need to be adjusted or discontinued.
The length of time that a visitor looks at your site can be another telling KPI. The Legal Examiner states, "Short session durations often mean visitors could not find what they were looking for easily, the content provided wasn’t relevant, or the format and delivery were subpar. It could also mean you may be reaching the wrong audience or ranking for the wrong keywords." They do explain that short sessions can sometimes mean the visitor found what they needed easily and moved on so it is important to use KPI as starting point for analysis and discussion.
In order to be successful at marketing your firm, it's essential that your team looks at KPIs and has discussion on what the analytics mean and what changes, if any, need to be made to improve. For more KPIs, click here to read The Legal Examiner's article.