You cannot simply run a digital marketing campaign for your law firm and then leave it alone. You need to pay attention to the results of the campaign, including return on investment (ROI), to determine whether the campaign was a success. Information related to ROI can also help you figure out whether you should continue running the campaign as-is, or you should make some adjustments that could improve its effectiveness. Data-driven digital marketing campaigns can also help legal marketers prove the value of investing in digital. The following techniques can help you measure your law firm’s ROI on digital marketing campaigns.
Set up Tracking URLs
For every single digital marketing campaign that your law firm has, you should set up a tracking URL. You can easily add various tracking parameters to the URL that is part of your campaign. This is done by adding the parameters to the end of the standard URL. If for example, your digital marketing campaign on social media directs users to your Contact page, the URL users are sent to would have additional tracking information after the normal Contact page’s URL, making it longer.
These tracking URLs can automatically give the information to your chosen system for tracking, including a CRM. Urchin Tracking Module (UTM) is the most common tracking URL system. It lets you track the campaign source, campaign source campaign medium, campaign source campaign medium, campaign source campaign content, and campaign source campaign term. Google even has its own tool that lets you easily add these tracking parameters.
Include Lead Sources in Forms
Most CRMs include the ability to build a form that you can customize with various fields. Some of these forms will also be able to use and store the tracking URLs within the record of contact. Alternatively, you can use something like Gravity Forms, which is simple to configure and achieves the same goal with less complications. Essentially, Gravity Forms allows you to add in fields to the form that are hidden and include the campaign tracking parameters.
Use Phone Tracking
Do not limit the information you track related to your marketing campaign to just URLs. Your campaign is also likely to include a phone number for your law firm which can and should also be tracked. There are numerous third-party integrations for phone tracking. Zapier, for example, can automatically update or create a contact in the CRM via a Zap. The phone tracking system can pick up your lead source when a potential client calls thanks to a tracking phone number combined with a tracking URL that sent visitors to the page with the number.
The only thing to keep in mind is that phone tracking tends to be more expensive. There is typically a base fee per month plus fees for every number you track. As such, you may want to stick to manually tracking the source of phone leads, having your team ask callers.
Input the Data Into the CRM
Once you have your Gravity Forms and tracking URLs set up, you need to ensure that the data has a good way of getting to your CRM. Simply put, if someone visits your law firm’s website and submits a form, the CRM will automatically update an existing contact or create a new one. There are various tools that can do this for you automatically, including Zapier.
Use Your CRM to Your Advantage
The best way to measure your campaign’s ROI is to combine all of the above with optimal use of your CRM or other software. A good CRM should let you define various expenses for the lead sources. This should include the option of both one-time expenses or recurring ones. You should also make it a point to register new clients in your CRM or similar software.
Once you have a clearer idea of the ROI for your digital marketing campaign, you should be able to make adjustments that let you use your current campaign to your full advantage. If your law firm is looking for better ways to measure the ROI of your digital marketing efforts, contact us, we can help.