When your focus is practicing law, the idea of monitoring data and analytics can feel overwhelming. However, we live in a data-driven society, and tracking metrics is the best tool for understanding how your law firm’s marketing efforts are performing. Below are 10 data analytics your law firm should monitor:
1. Return on Investment (ROI)
One of the most important metrics for your law firm to track is how successful each marketing campaign is, as well as your return on your overall marketing investment. This includes tracking URLs, including lead sources in forms, implementing phone tracking, and other similar tools.
2. Track New Client Retention Rate
The bottom line for law firms to continue growing and succeeding is the retention of new clients. You must understand if your legal marketing efforts are increasing your client acquisitions. Create a baseline and then measure incrementally to determine if your firm is gaining more clients or if your marketing strategy requires more work.
3. Monitor Search Engine Optimization (SEO) Traffic
SEO traffic is a key component in your digital marketing strategy. For example, if a user doesn’t see your law firm on the first page of Google search results for your practice areas, your firm is losing out on potential clients. Monitoring your SEO traffic monthly can help you see how even a small change can result in a practice area underperforming, so you can quickly make necessary changes to maintain a high Google ranking.
4. Google Analytics
Reviewing Google Analytics to understand your landing page performance helps you see if your target clients are being directed to your website. Reviewing these analytics over time shows the sessions, engaged website visitors, and your bounce rate. Understanding how long visitors stay on your firm’s site can indicate how interested they are in retaining your law firm and which pages are engaging. If certain pages have a high bounce rate, you should make changes to be more engaging.
5. Performance of Your Email List & Social Media
Are people opening your emails? If they open the email, do they click through? Are your social media posts getting responses? Both emails and social media can be highly effective marketing tools, but only if you are using them properly and ensuring you get the results you want.
6. Web Traffic
Every month your legal marketing team should review this data, revealing the number of organic searches, paid searches, social, referrals, and other resources so you can determine what is working and how to allocate your budget to see results.
7. Traffic Source & By Device
Do you know where your website traffic comes from? If you are marketing on different platforms (which you should), you need to know which ones are working to direct leads to your website. This data can allow you to narrow your focus, time, and where to add content.
Your firm is likely seeing more traffic going mobile. Have you adjusted your marketing strategy accordingly? If a visitor cannot see your site content on their mobile device, they will bounce quickly.
8. Are Visitors Returning or New?
If your analytics show that visitors are returning to your site, it means they value your content and find it helpful. Determining what content is referred to the most can help define the topics your blogs and newsletters should cover to maintain the interest of returning visitors and capture new visitors’ interest.
If your law firm is handling its own legal marketing and not monitoring the data analytics to understand how it is performing, you could be spinning your wheels. To meet your objectives, it is imperative to understand the numbers, what they mean, and how to make changes to accomplish your goals.
How The Rainmaker Institute Can Help
We have covered just a few examples of tools to use in your digital marketing strategy and the metrics that should be monitored, but even this small summary can feel overly burdensome to attorneys. The experts at The Rainmaker Institute can create a strategy tailored specifically to your firm and monitor the data for you. We provide easy to understand reports and consult with you on any improvements that need to be made.
Your digital presence is crucial in generating and converting leads. You have worked hard to get where you are, so learn to use technology to your advantage so you can enjoy the fruits of your labor more often while also generating new clients!
The Rainmaker Institute manages your legal marketing so you can focus on lawyering. We can set-up live chat services and improve your website. We will provide content that contains top legal focus keywords, proper page titles, appropriate meta descriptions, target length of content, and images that will boost your attractiveness to Google.
If you are ready to take your law firm to the next level, we can help. Whether you choose to attend one of our live events or you want a free, confidential consultation, we are here to help!