Analyzing Results
Marketing should help a law firm make data-driven decisions. Anaylzing results in an integral part of law firm content marketing. It helps a firm allocate its budget toward strategies that are yielding results. Tracking marketing metrics replaces guesswork. However, the metrics that are tracked matter.
A metric may be essential, offering important information, but does not directly drive clear business decisions. Therefore, it’s a vanity metric. A law firm should track actionable metrics. These are metrics that directly connect marketing efforts to client acquisition, case value, and revenue. They include:
- Conversion Rate
- Cost Per Lead (CPL)
- Cost Per Acquisition (CPA)/ Client Acquisition Cost (CAC),
- Signed Cases by Channel
- Lead Source Attribution
- Lead-to-Client Conversion Rate
- Return on Investment (ROI)
It’s important for a law firm to receive regular reports showing how marketing efforts are performing to make informed decisions.
