02 Oct Making Legal Marketing Decisions Based on Data
For your law firm, marketing should be a resource to the expansion of your business, allowing your practice to branch out. It should not be a full-time job that distracts you from the practice of law.
By allowing us at Lexicon to assist with your marketing efforts, you have the time and energy to be a legal resource for your clients, while fulfilling your intention of business expansion.
Our team of legal marketing professionals have the tools and experience to provide a comprehensive strategy to fit the unique needs of your firm, regardless of size or practice area.
Employing a legal marketing strategy to its fullest potential requires the utmost thought in how decisions are being made. We recommend that legal marketing decisions be made based on data and testing.
Making decisions based on data
Creating an effective legal marketing strategy requires understanding what has worked and what has not. Whether it is billboard placement or social media ad design, you need to maximize each decision, knowing that it will attract clients.
Implementing analytical tracking on your firm’s website and paying attention to performance trends are necessary steps that offer insight on what your firm already does well and what can be improved.
The decision to pay attention to and implement analytics may seem obvious, but perception sometimes can dictate spending and decision-making when it comes to advertising. Without the numbers, you would be making legal marketing decisions based on what you believe to be what attracts your target market, and while that may or may not be true, data is the proof-of-concept.
After implementing data strategies into your firm’s website and social media routines, you have to allow for enough time to pass, so that you can track trends.
Trend tracking and A/B testing
For example, a 90-day initial sample size can offer a glimpse at how traffic reacts to content on your law firm’s website and social media pages. It can highlight how often your law firm’s contact page is accessed, just as it can highlight how many impressions specific Facebook posts or Tweets receive.
From there, you can make changes based on short-term goals that ultimately will help you achieve your more important goal of business expansion at your firm. For example, you may want social media ads to link back to your contact page, so you want to make sure that your contact page is user-friendly and optimized.
There may be multiple ways of doing so, which is why a data-driven method like A/B testing may be effective in these circumstances. A/B testing measures the performance of two versions of a webpage against one another, in order to see which performs better.
You may wish to change the layout of the contact form or the call-to-action buttons. A/B testing allows you to narrow in on the problem and make effective change for the benefit of your law firm’s website.
Conducting A/B testing and optimizing your law firm’s website are tasks that require time, effort, and professional insight. Trust us at Lexicon to employ our team of legal marketing professionals to conduct A/B testing, optimize your website, and create a comprehensive marketing strategy based on data.
Contact us today.