One of the key benefits of using online marketing to grow your law practice, rather than traditional advertising methods, is that online marketing is measureable. But what statistics should you measure?
How Do I Know If My Law Firm's Online Marketing Is Working?
There are many statistics that you can measure over time to determine how successful your Inbound Marketing Strategy is, and how to improve your results. You should be checking your analytics at least monthly and much more frequently when you are tweaking and improving ongoing activities or campaigns.
Probably the most valuable measure of success is your conversion rates. Your conversion rates indicate the number of visitors to your website that became leads and the number of leads that became clients. You should measure conversion rates and overall numbers from each traffic source incuding SEO, blogging, social media, pay per click ads, paid directory listings (such as FindLaw), and email marketing.
In additiion to letting you know if your marketing is working, measuring conversion rates can help you determine which activities generate the most clients for your firm. This will allow you decide which activities to continue, tweak or stop based on what’s working and what’s not, as well as what can most easily be improved. To see how this works for your law firm, set up a HubSpot trial. The HubSpot Sources tool automatically measures and reports this data.