Good Data Is Like Good Nutrition to Law Firms
What’s your guilty pleasure? Maybe there’s a local restaurant with a ridiculous cheeseburger that you only indulge in once a year. Maybe because each trip to the table comes with a side of guilt?
Look, we all know that eating right is the best way to achieve your fitness goals. All the running, lifting and sweating you do at the gym will amount to very little if you fuel your body with junk food.
Well guess what: Just like your body needs good nutrition, your marketing needs to be fueled with good data. But your definition of “good” data may depend on your specific goals. Think of it like track and field. What works for a distance runner isn’t the same as what works for a decathlete.
Going the Distance
Distance runners need to sustain high levels of energy for long periods of time so they tend to load up on carbohydrates. Put your law firm in that same position and think high volume. You probably want to track raw website visits, but keep an eye on what those visits are producing. What’s your online conversion rate? How many visits do you need each quarter to get the leads required to sustain your firm over the long haul?
Sprinting to the Finish Line
Sprinters build a nutrition regimen based on strength and therefore replace a high carb diet with one rich in protein. If you’re looking for fast gains, lead volume might take a back seat to case value. You should already be monitoring how new prospects find you online. But make sure you’re quantifying which tactic yields the best ROI. For example, if you notice that your PPC campaign is bringing you higher value clients than your website alone, you can use that data to steer your marketing budget accordingly.
Finding a Balance
Decathletes need a combination of endurance and strength to compete in ten different events so they need a healthy balance of carbs, fat and protein. Similarly, when managing an integrated marketing campaign, it’s important to make sure the dots are connecting and you’re getting the most out of your budget. Making sure your website, social media, blog and advertising are working in harmony to deliver new prospects may seem like a lot, but it’s basically table stakes for firms that want a spot on the winner’s podium.
We live in a trackable world these days. From food to heart rate to sleep quality, everything can be measured and quantified. The challenge we all face is what to do with all that data. In the case of law firm marketing, the answer isn’t one size fits all. It’s up to you to determine what information you need to watch for the health of your firm.