9 Important Metrics for More Effective Legal Marketing. How to Make Your Metrics Results Work for Your Firm.
One of the most important aspects of your firm’s online marketing growth will no doubtedly come from learning how to use digital metrics more effectively.
From branding your business online and optimizing your website to focusing on click conversion and online client engagement and retainment, using digital metrics of all varieties becomes critical.
But, where exactly can a law firm begin with the use of metrics?
Because we understand that digital metrics can be intimidating, we’ll walk you through what digital metrics are and aren’t, step by step, as well as some specific metrics to pay particular attention to as you grow your online platforms. We’ll also explain how our expert services can work in tandem with these metrics to further your brand and generate clientele.
The Most Common Metrics
While some of the most visible digital metrics available to most businesses – those from social media – are no doubt useful, they don’t always paint the clearest or most complete picture of what’s really succeeding within your firm’s entire marketing plan.
That’s to say, there are many other metrics available that can help point to both the successes and weak spots of your digital marketing efforts.
The first step to using metrics effectively is to first determine the specific goals that your marketing plan aims to achieve. Once your firm has these goals in mind, it’s much easier to measure their overall success in accordance with factors like your marketing budget and projected timeline. These metrics can be called your firm’s key performance indicators (KPIs).
Here are some of the more common and user-friendly KPIs available for measuring long-term growth, sustainability, and success:
Overall Traffic and Its Sources
While there’s certainly much to be said about overall traffic numbers for your firm’s website as well as the specific sources of traffic that garner viewers to your sites, generally speaking, these are two of the most important metrics to watch consistently.
Obviously, traffic numbers will inform you as to whether your website is working for your firm, broadly speaking. Traffic sources, on the other hand, will give greater insight into how and where potential clients are finding your digital profiles. We’ll explain traffic metrics in more detail here, but be sure to remember that they’re critical for measuring digital success.
Cost Per Click (CPC)
This KPI involves calculating the cost associated with each click performed by viewers who find your links through search platforms, such as Google. If your marketing plan opts to include pay-per-click (PPC) advertising, understanding how the CPC numbers affect your overall ROI becomes important.
Click Through Rates (CTR)
To help determine how handy your paid advertising campaigns are, use CTR to measure clicks performed by users in relation to the total number of impressions the ad generates. This KPI can assist with deciding which ads have both high impressions and high CTRs, which means more traffic to your site (and ultimately more client conversions).
By assigning some measure for what constitutes “conversion” from mere viewer to actual client (such as contact submissions or consultation appointments) versus the overall traffic generated from your marketing scheme, you can calculate your marketing’s conversion rates. This is a particularly helpful KPI because it allows you to determine the overall effectiveness of your online branding efforts at any given time.
Return on Investment (ROI)
Last be certainly not least, each KPI you use should effectively come together to deliver sufficient ROI for your firm. Very generally, ROI can be calculated as the overall return benefits that your firm experiences divided by the cost of your firm’s total digital marketing investments.
As is the case with any worthy investment, your returns should be higher than the original amount spent to generate clientele. Of course, every firm’s ROI will be different, depending on factors like how much is invested and how comprehensive your digital marketing plan is.
Metrics are digital measures that can analyze the performance of your firm’s website and other online platforms, as determined by your firm’s marketing goals. Keeping these goals in mind, your firm can assign specific KPIs that can help set benchmark parameters around your marketing efforts so that your marketing team isn’t left saying, “we guess that worked” when measuring new marketing initiatives.
In essence, metrics provide quantifiable goals for your marketing efforts to accomplish, according to pre-set deadlines and budgets. In this sense, metrics become far less intimidating to understand and implement.
Metrics aren’t magic. Because they are simply a group of predetermined figures that help your firm measure marketing achievement over the long-term, metrics can be used to guide your marketing plan accordingly. But, as any digital marketer can tell you, witnessing marketing results over the long term takes consistent effort and strategy. In most areas of your firm’s digital marketing plan, sustainable results can’t and shouldn’t be expected within mere days or even weeks.
If your metrics aren’t showing immediate results, refer back to your timeline (which should reflect achievable results within reasonable timeframes).
Also, don’t depend too heavily on your early metrics results, since determining whether this or that marketing method will actually deliver takes extensive measurement.
9 Important Metrics for More Effective Legal Marketing
1. General Web Traffic
We’ve already touched on general traffic numbers for your firm’s website, but it’s important enough to warrant a deeper look.
Since your website showcases your firm’s philosophy, attorney profiles, contact information, and blog, directing traffic from all other channels to your website is critical for your firm’s digital marketing efforts. Your marketing vehicles should work in tandem to always direct users to your website, so monitoring your general web traffic is a must. It’s also important to make note of traffic patterns over time. Checking for broken links, under-optimized content, or slow loading speeds can improve traffic figures.
2. Traffic Sources
Sources of traffic provide a more in-depth look at how traffic is landing at your site and from where. The four source categories include organic searches, direct visits, referrals from other sites, and referrals via social platforms.
Paying attention to these traffic sources is important not only for determining which are serving your website the best, but also for enhancing high-performing sources and improving low-performing ones.
3. Viewer Sessions
As the name implies, viewer sessions measure individual viewers visiting your website, every 30 minutes, according to Google Analytics. This metric can be used to determine how many unique viewers your website is attracting.
But, let’s say one viewer finds your site, then later returns to continue reading a blog article or contact your firm for further information. Doing so would lend two unique sessions from the same individual viewer.
4. Session Duration
On the other hand, session duration can yield information pertaining to how long individual viewers are actually spending on your website. This metric can help inform whether your website is helpful and easy to navigate or not.
5. Overall Page Views
Page views are helpful for determining how many pages your audience is viewing on your website in a single visit. This can help your firm see whether your website, as a whole, is being viewed or just specific pages. From this data, your firm can better optimize low-traffic pages so that more are viewed within a single visit.
6. Most Trafficked Pages
The most trafficked pages metric, by contrast, shows which pages are consistently receiving the most traffic and for how long. By studying which pages are most popular, you can model other pages to the format and themes that seem to be most useful among viewers.
7. Exit Rate
This metric allows your firm to better understand when and where users “exit” from your firm’s site. This can show whether or not your website is providing the information that first caught potential clients’ initial attention as well as how long viewers are spending on your site before they decide to leave it.
8. Bounce Rate
Similar to exit rate, bounce rates show how many users are viewing only one page before leaving your site (i.e., “bouncing away”). Though this metric is rudimentary, it can help determine whether your site is loading quickly and functioning properly, whether your site has a clear navigational structure, and whether viewers are finding what they expect to find based on referral links or organic searching.
9. Conversion Rate
While conversion rates are determined differently depending on each firm and marketing campaign, they measure total viewers versus those who view then subscribe, download, submit a contact form, or other measures. At this phase, viewers “convert” into potential firm clients, which should ideally lead to more ROI for your firm.
How to Make Your Metrics Results Work for Your Firm
As with any form of feedback, the most important step is to listen to what the numbers are saying and make changes accordingly. It’s also important to not only keep track of these metrics regularly, but also know how to interpret them.
For some metrics, results won’t become incredibly meaningful until a large enough amount of time (and sample size number) can be established. For others, such as web traffic or social media impressions, your firm can begin analyzing results and making adjustments within the first weeks.
Ready to Dive into the World of Online Metrics?
Whether you feel comfortable looking at your firm’s web metrics and drawing conclusions accordingly yet or not, they can be incredibly helpful for determining the overall success of your digital marketing campaigns.
If you feel that your firm isn’t taking full advantage of metrics data, or if you’d simply like to learn more, reach out to Black Fin today. Our experts specialize in SEO and web design, content marketing, social media management, PPC advertising, and more. We’re ready to help your firm improve its online marketing today.