British statesman Winston Churchill once wrote, “Those that fail to learn from history are doomed to repeat it.” And, while this quote and its variations are usually invoked to discuss political and cultural issues, the message definitely applies to marketing expenditures as well. Looking at what a law firm has done in the past can provide insight into the present and inform the firm’s future expenditures in order to achieve better results.
While it might sound time-consuming, exhausting, and maybe even impossible to review let’s say the past year’s worth of data, if you know what to look for and have the proper access to your own digital assets, we can tell you how to make auditing your digital marketing (and other forms of marketing) happen. It is definitely not too late to begin reviewing last year’s marketing efforts to inform this year’s strategy.
How to Begin Reviewing Last Year’s Marketing Efforts
All law firms should own and control all of their own digital assets. This means that if you have an external vendor set up a Facebook Page, for example, at least one owner of the firm should individually be the owner of the Page – not just the vendor. Law firms keep notoriously bad track of their login credentials for various assets, including but not limited to online directory listings like Super Lawyers and Avvo, their websites, their domain name registration accounts, social media channels, and more. Then, dig into the numbers. Below are the three main digital assets law firms have and use and how to review last year’s marketing efforts and the performance of each.
Law Firm Website
Most law firms do not design and develop their own website in house; which is often ongoing for hosting and what vendors nebulously call “maintenance,” will involve reviewing the contract you signed and any subsequent addendums along with how much you paid previously and how much you pay monthly on an ongoing basis. Once the vendors are identified and contracts reviewed, you should be able to tell what services you may be paying for on an ongoing basis. Those services can include:
- Website hosting
- Website maintenance
- Search engine optimization
- Content marketing, copywriting, or blogging
You should first ensure the vendor is performing all work outlined under the package you are paying for – or in other words, meeting its contractual obligations. This may be hard for someone without marketing training to do, but if you are supposed to receive two blog posts per month you can check and see if two have been added each month for the past year, for example. Once you confirm any ongoing vendor relationships are solid and all contractual work is being completed, you should next evaluate the following areas with regard to your law firm website’s performance:
- Content (especially the practice area pages and lawyer biographies)
- Search engine optimization (SEO) and website rankings
- Website code / technical issues (such as site speed and information architecture)
- User experience
- Website design
- Google Suite (including Google Analytics, Tag Manager, and Search Console)
There are a variety of metrics you can use to evaluate each of these – including things like current best practices when it comes to content length – along with tools (both free and paid) that can provide you with additional insights. Google Analytics provides a wealth of information about who is visiting your website.
Law Firm Social Media Channels
First and foremost, be sure that you are the administrator and owner of every single channel and that no external vendor or former employee has this same level of access. For purposes of this blog post, we will stick to the main social media channels law firms use (which are the primary channels we recommend using). Best database provider | Buy Mobile Database
Despite the increase in older folks using Facebook, which has turned a lot of younger users off, it remains a huge hub of digital activity which requires law firms to have a meaningful presence. Every law firm should have a Page – which is for the business – and not a Profile, which is for individuals. When auditing your Page, be sure to review all key Egypt Phone Number performance indicators (KPIs) and other relevant items, including:
- Channel design
- The “About” Tab, especially the description
- Whether you are utilizing the Services feature to list your practice areas
- Posts and their associated engagement
- Page Roles (so you can remove anyone who should no longer have access)
- Followers and Likes
Google Business Profile (formerly Google My Business and Google Places)
Since Google continues to dominate search engine usage, of course its own “social” platform is of the utmost importance. What is now called Google Business Profile is free and easy to set up and verify. Every business, whether it’s a law firm or not, must claims this Profile and build it out completely. Some important components to evaluate in an analysis include