How Measuring the Effectiveness of Online Marketing Can Help Grow Your Practice
You’ve just opened your own law practice… Maybe you’ve just passed the bar and have always wanted to be your own boss. Or maybe you’ve been with a firm for a while but have finally decided to strike out on your own. You’ve worked hard to put all the online marketing pieces in place:
- You have a professional looking website with rich and engaging content.
- You’ve implemented a comprehensive social media campaign to enhance your visibility to potential clients.
- You’ve posted some informative videos, making certain that, like all your online content, they are mobile-friendly.
- You’ve completed your Google Business Profile, and have a process in place for keeping it up-to-date.
The next and most important question—how’s it all working? Are you getting traffic to your website? Is your phone ringing? Do you need to make any adjustments?
The Importance of Digital Analytics
To manage your law firm marketing, it’s essential to measure its success. Digital analytics offers tools to help you objectively evaluate the effectiveness of your online marketing. You can see how many people view your website or other online platforms, how they interact with your digital marketing, and how long they stay on your site. These snapshots of what’s working and what’s not provide you with the information necessary to make appropriate adjustments.
Using Google Analytics to Improve Your Digital Marketing
While there are other digital analytics tools available, Google Analytics offers a number of advantages:
- It provides comprehensive data about your digital efforts.
- It’s user-friendly.
- It’s free.
What Information Does Google Analytics Provide?
Google Analytics offers valuable information about the key components of a digital marketing campaign:
- How are visitors finding your website or other online marketing? Google Analytics can tell you whether a new client or potential lead found you by entering your URL into a web browser or came to you through pay-per-click, organic search, or an online directory listing.
- What do website visitors do when they go to your site? How much time do they spend? Do they leave shortly after arriving? Do they visit multiple pages? Do they watch videos? Do they click on links? Are they viewing pages that explain your practice or are they reading informational blogs?
- How do you convert website visitors to clients? What percentage of website visitors contact you by phone or email? What percentage of those who contact you became clients? Are those who contact you the right types of potential clients for your practice? Which pages on your website have the highest contact and/or conversion rates? Which ones have the lowest?
The Enhanced Benefits of GA4 Analytics
In October, 2020, Google launched an upgraded analytics tool, known as Google Analytics 4 (GA4). GA4 offers a number of new features, including:
- An increased ability to create targeted segments for marketing campaigns
- New measurement features, including scroll, video engagement, and file download tracking
- The ability to track data across platforms, from apps to websites
- Advanced analysis tools, such as heat maps, segment overlap reports, user explorer reports, and path analysis
- Predictive analytics, including purchasing probability, churn probability, and revenue prediction
Let GetLegal Help You Use Digital Analytics to Bring In More Clients
At GetLegal, we bring more than 20 years of online marketing experience to lawyers and law firms nationwide. We can set up your analytics and conversion tracking and help you understand the data it generates. To get started, click here or call 1-817-359-7077.
