Marketing: Set Goals and Measure Results

Why you should set goals

In order to measure the results of your efforts, you must set goals. Goal setting is probably one of the most important aspects of developing a marketing plan. For each tactic, you should predict how many leads you expect to garner and how much $ you are able to spend.

Depending on what your business needs are at the time, these are some of the goals that lawyers have:

• Decrease CPL (cost per lead)
• Lead generation
• Increase awareness of firm
• Develop personal brand of attorney as an expert in the field of law

Ways to measure the results and what to measure

1) Website

How:

Google Analytics.

What to measure:

• Pageviews
• Pages/Visit
• Bounce Rate
• Average Time on Site (stickiness) – how long do visitors stay on one page
• Traffic Source – where did the visitor come from? (Google, Social, PPC, other)

2) Social media

Facebook

How:

Facebook Insights

What to measure:

• # of Likes
• Twitter

How:

Twitter has a built in dashboard which shows you analytics

What to measure:

• Followers
• Retweets
• Link click-through rates (use a shortened url bitl.y in order to measure this)

3) PPC

How:

Google Adwords dashboard provides you with all the information you need

What to measure:

• Max Cost-Per-Click (CPC)
• Total Clicks
• Total Impressions
• Click-through Rate (CTR)
• Average CPC
• Total Cost
• Average Position.
• 4) Blog
• How:
• Google Analytics
• What to measure:
• Page views
• Unique visitors
• Time spent
• Bounce rate
• Source (referring sites)
• Shares (Retweets and other shares)
• Leads generated
• Lead quality
• Cost-per-lead
• Engagement of a specific target audience

What’s next?

After you measure the effectiveness of marketing tactics, you need to conduct an upperlevel analysis of what tactics were successful so that you can pour more money into what worked. Success will be based on whether or not the marketing tactics helped futher Although this process is time consuming, is the only way to hone your marketing plan and get to the crux of what really works. You should keep track of how much money you spend on marketing so that you can then add up your CPL (cost per lead). $ spent/ # of leads = CPL