Originally posted on the Martindale-Avvo Blog.
As one of the most eventful years in human history is now behind us, it’s never been a better time to take stock of what’s working for your law firm in the marketing department. Seeing as the economic impact of 2020 is likely to stay for some time, it’s crucial to evaluate your current marketing strategies to see if there are a few areas where you could switch things up a bit.
Reviewing Yearly Analytics
The best place to start is to review your metrics for the year and compare them with data from past years. What worked for your firm this year? What worked for your firm in previous years but fell flat in 2020? Reviewing and analyzing past data can be a good way to get a feel for the future, but it’s especially difficult now given what we experienced last year compared to years past.
Checking your online metrics can tell you if your firm met its growth goals in 2020. They can also clue you into the numbers you want to hit in the coming year, and this goes for general online traffic, conversions, and social media engagement.
Law Firm Website SEO Audits
SEO is a learning curve for us all, so don’t be discouraged to discover your rankings aren’t as stellar as you’d hoped. Hiring a qualified SEO company to audit your firm’s website could enlighten you on some problems preventing your website from being indexed or crawled properly. A good SEO company will audit things like code errors, link analysis, page speed, mobile readiness, and duplicate content. However, this could cost you anywhere from nothing to up to $2,000. Be sure to do your homework and make sure your budget can afford a thorough SEO audit before you hire a company to conduct one.
Reviewing Your Current A/B Testing for PPC Campaigns
Even running small A/B tests on your Pay-Per-Click (PPC) campaigns can generate significant conversion rates. As always, you should first review your current A/B campaigns to see how users are interacting with your website, which should give you a good idea of which pages you want to test.
Upon review, you may learn that you need to revamp your email campaign, landing pages, or firm website in general. A/B testing is a great way to do this, as they can provide a window into your average client’s mind: what they’re thinking, what resonates with them, and what their pain points are.
Assessing the Market’s Strengths and Weaknesses
Getting an idea of current and future market trends will only help you devise more prudent strategies in the future. Unsurprisingly, a growing trend in the legal industry is the well-being of attorneys. This benefits both clients and lawyers alike, as firms become increasingly concerned with their employees’ mental health and how it affects their performance. More importantly, healthy and happy lawyers are far more likely to produce better work, leading to happier clients in return.
Digital marketing is expected to explode in popularity even more so in the coming years, if for no other reason than the social distancing protocols put in place by government leaders across the nation. Personalized ad campaigns will be another growing trend for 2021, as clients yearn to stand out to businesses, but from a distance.
Read the full article on the Martindale-Avvo Blog.