This post first appeared on Law Technology Today.
Sometimes understanding the real results that digital marketing efforts drive for law firms is easier said than done. Whether you manage your firm’s marketing efforts in-house, outsource them to an agency, or a combination of both, a lack of proper attribution and reporting can make it harder for your firm to plan your budgets and business growth goals.
It can also make it harder to actually grow your business. When your phone is ringing off the hook, you should understand the driving force behind it so you can invest appropriately. Maybe you tried a new marketing tactic that isn’t working so well. It happens. A strong KPI (key performance indicator) report allows you to immediately recognize the shortcoming and either pull back investment or re-adjust the strategy.
We’ve seen firms who are on the forefront of marketing technology fall short when it comes to measuring the results of their marketing campaigns. Usually this is due to lack of bandwidth or the absence of accurate call tracking services.
Without a strong report, it becomes difficult to make strategic marketing decisions. Consider the following example: it’s common for law firms to want to pull back spending on paid search as their organic search presence increases—why pay for leads when you can get them through organic search, right?
However, we often see that reducing spend in paid search also has a negative effect on leads generated by other digital marketing tactics. Digital marketing vehicles have a great deal of influence on each other. Firms who have a deep understanding of their marketing analytics will be able to make smarter decisions about investments, rather than pursuing marketing efforts based on a more qualitative or “gut feeling” about what’s working or what’s not.
For a law firm of any size, a robust marketing KPI report is simply a must-have if you want to grow your business in the most profitable manner.
Your reporting should make it easy to answer the following questions:
At Postali, we’ve recently migrated our clients’ KPI reporting to Google Data Studio and could not be happier with its capabilities in producing usable law firm marketing reports.
Google Data Studio is a fully customizable reporting solution that turns your raw data into easy-to-read dashboards. The benefits of using this solution include:
Before getting started, it’s important to take a step back and set goals for what you want your law firm’s marketing reports to accomplish. With Google Data Studio, the possibilities are endless, but you don’t want to overcrowd your reporting with meaningless numbers.
Some KPIs to consider are:
Google Data Studio creates visually appealing data visualization, but learning all of its capabilities takes some time. Before building a report, the person building the report needs to have the following:
Once the strategy is in place and the proper access has been granted, building reports is a two-part project that involves linking data sources and building out the report.
Once you are logged in to Google Data Studio, you want to first link all of the data sources you want to use. Technically, you can do this at any point in the process, but we’ve found it’s easier to link them all at the beginning.
You can create a report with a blank template. However, we recommend starting with a template and modifying it to fit your needs. This saves you time in crafting a perfect design.
A few additional tips in creating the perfect report for your firm:
Once your report is created, spend time each month reviewing it and discussing the insights with whoever handles your marketing. The most successful law firms are those who are open to testing new marketing ideas, but remain committed to properly reporting and analyzing the results.