Is Your Law Firm Marketing Data All Vanity?
Understanding the Right Law Firm Marketing Data
If I told you that your Organic Reach was 60K per month versus your lead to appointment conversion is 30%; which would you think is more important?I have taken over accounts in the past and the number one thing that I get presented with is Organic Reach. Although that number sounds good, who cares?
Is Organic Reach showing up on your bottom line? Can you draw a clear line from Organic Reach and a potential clients journey to an appointment in your law firm?
Here are some other questions to think about if you are looking your marketing strategy or provider:
- Are you aware of the number of calls that come in to your office per month?
- Can you identify which of your digital marketing or traditional marketing properties these leads are coming from?
- Could you tell me your top five (5) blog posts and how much they generate per year?
- When is your Facebook audience online? Morning, noon, or evening? What content are they responding to?
- How long is your average hold time for your front desk?
- How often, by percentage, is your staff asking for and gaining commitment for an appointment?
- How many of your calls go unanswered per month?
- Is your after-hours answering service dropping the ball on your call conversions?
If you cannot come up with an answer to these, then you need to rethink the questions you are asking about your marketing and conversion strategy.
Vanity Data vs Real Data
I will be the first to admit that I have been screwed over by the vanity data marketers. This vanity data is something that marketers actually need to utilize, but means absolutely very little to your law firms marketing goals.
Here is why I say that. From being a sales leader for so long, I will concede that activity numbers lead to output. Meaning that if I wanted my sales team to dial 80 times per day, I expected them to have a certain amount of conversations. I would also expect them to be on the phone for a certain amount of time, let’s say two hours.
From this activity, I would expect them to sign up at least 6 new clients a month.
Now, if I grade my team on this, what do you think my outcomes are going to be?
I have coached and trained this specific scenario in sales for years. I will tell you exactly what my outcomes will be. Some of my team will hit 6 new clients per month but ALL of my team will get 80 dials per day and spend two hours on the phone.
They will do this because all I have done is say that the activity, or vanity number, is just as important, if not more so, than the actual number of new clients signed up.
I will allow them to not meet the sales goal of six per month as long as they “try their best” by showing me their activity levels are there.
Now, did you notice that I said, “I expected them to have a certain amount of conversations.”
Did I really?
That is when the light went on for me as a sales leader. I could give a damn about your activity, or vanity numbers. What am really holding you accountable to?
When I started focusing on the amount of conversations per day things changed. What did I do?
- I sat down and clearly defined what constituted a “conversation” was moving forward
- I put less value on vanity and more value on the real goal
- I created a process within our short and long-term goals
Now what does this have to do with your marketing strategy if you are an attorney?
Think about this.
If you are looking at your law firm marketing data and think that it’s great the we “reached” over 50,000 people organically, or that our “impressions” increased month-over-month, you are focused on the vanity number.
Not what we are here for right?
Your landlord will not accept that “a lot of people saw us last month” as payment so why should you.
What Should I Do?
Change the expectation for your law firm marketing data. Dig below the vanity and get to the real numbers and start converting more. What is your click through rate? Of that number, how many are clicking to call or set an appointment.
From that how many appointments are being set. From there, how many appointments are showing up or canceling?
Can your team get these numbers right now or are you still looking at how many people you “reached” organically?
I can tell you right now, I have seen this first hand in strategy sessions with new clients. It’s again, not the lawyers fault, you don’t know what you don’t know.
Bottom line, you must clearly get through the vanity in marketing data and focus on the data that drives your revenue.