A winning lawyer often relies on multiple types of evidence to prove his case in court. Hearsay can be helpful as can testimony, but the most reliable evidence is material evidence. It’s that item that a juror can examine with his or her own eyes to form a sound judgment.
When it comes to assessing the effectiveness of ad campaigns, discerning law firms demand the same commitment to hard, cold facts as any conscientious judge or jury. That data will be the deciding factor in how you forecast your marketing budget, and operating under any false assumptions can be a devastating waste of revenue.
What ad campaign analytics should law firms examine closely?
Testimony: what your clients tell you
Get right to the heart of the matter and ask your clients how they found you, what they were looking for when they found you, and what you offered that your competitors didn’t. You’ve got a free focus group at your disposal who can provide valuable insight into which elements of your marketing mix are working and which aren’t. Testimonial data also gives you a clearer picture of who your ideal audience is (or should be).
Hearsay: what your audience says about you
What’s the word on the street regarding your firm’s latest Facebook ad or internet banner? Social listening is one way to gather data on the effectiveness of your law firm’s ad campaigns, especially the digital and social media marketing campaigns. Keep tabs on when and how your law firm’s name comes up as well as who’s doing the talking by staying on top of your most important social media platforms. Social media channels like Facebook and Twitter offer easy-to-use tools to gauge your firm’s reach, to measure audience engagement, and even to gain new knowledge about your ideal clients.
Material evidence: just the facts
Once upon a time, material evidence was hard to come by and involved complicated marketing mix modeling. Today, it’s much easier for the marketing arm of law firms to gather and assess real evidence of an ad campaign’s success. Audience analysis tools support successful campaigns and provide more insight into your ideal clients. Data aggregation provides context for the information gathered through testimony and hearsay.
The analysts at Morgan & Co. rely on a collection of 30 audience analysis tools to help personal injury law firms across the United States make informed advertising investments. We use the data we gather to support thoughtful, engaging advertising strategies and data-driven media buys. In doing so, we’ve increased the caseloads of attorneys in eight states. If you need more evidence, check out the video below to see how we helped one firm grow by 400%
