Are you using analytics to track your website performance and digital marketing efforts?
If so, are you using it correctly?
In this episode of the Legal Marketing 2.0 podcast, we discuss
- How to collect data
- What to do with the data you collect
- What are meaningful data insights?
- Google and other analytics tools
There’s more to analytics than Google Analytics vanity metrics: visitors and page views.
There’s Digital Marketing Analytics: Not just measuring your website traffic but the entirety of your integrated digital marketing strategy. This includes SEO, email marketing, social media, campaigns, events, and so on.
Why is overall, integrated digital marketing analytics important for lawyers and law firm marketers?
- To understand the effectives of all aspects of their marketing efforts.
- To see how each marketing initiative is performing: social media, blogging, email marketing, online advertising, events, etc.
- To get data on what’s working and what’s not across platforms, channels, and campaigns, and how to go about optimizing efforts for maximum return.
- For insights on target audience and what they’re interested in,
What are some of the tools to measure your efforts?
We’ve been discussing analytics beyond Google. But all measurements should start with Google Analytics. Thing is, few understand how powerful it is beyond traffic, visitors, and time spent on site.
Dig deeper into the journey visitors to your website go on for more meaningful insights. Where are they entering? What content are they looking at? When are they jumping off? Where are they coming from?
Beyond Google, look at social media analytics. One tool is Hootsuite to see how your content is performing on the social channels, including engagement, reach, and other, deeper insights.
Same thing with email. Many firms look at click-through and open rates, but there’s a lot more insight to gain, which leads to another category of tools: marketing automation. These include Pardot, Marketo, HubSpot, Eloqua, and Infusionsoft, to track the behavior of your target audience, and use segmentation to offer a better experience for your visitors based on their behavior patterns gathered from analytics data.
Additional analytics tools covering SEO include Moz, Magestic, Agency Analytics, and DashThis.
Finally, we discuss working with your technology person or IT department at the firm to make sense of the data.
“Instead of making business decisions based on instinct, make them based on data.”
Guy recommends The Analytical Marketer: How to Transform Your Marketing Organization by Adele Sweetwood which dives into the relationship between IT and marketing and how to collaborate effectively to analyze data to make a meaningful business impact on the firm.
Before you start measuring, figure out what your key performance indicators (KPIs) are. Is it 10 more leads a month? 4 more clients? Get more speaking gigs? Figure out your business objectives first then track and tie in the data.
On social media, focus on engagement rather than the number of likes or followers.
Check out the free online courses on Google Analytics Academy.