Defining Metrics for Marketing Activities

Measurement and accountability are major areas of frustration for marketers.  Most marketers, in fact, do not have a way to measure the performance of their efforts.  The blogs and articles discussed below address these concerns and may help you develop a plan for measuring the success of your law firm marketing strategies.

This web site showcases several articles about measuring the effectiveness of marketing activities.  An excellent one is "How to Build a Scorecard to Measure Content Marketing Effectiveness."  In the article, the author clearly lays out how to conduct a content marketing assessment and how to input and analyze the data gathered during the assessment.  The article also provides ideas on how to adapt marketing strategies based on the information provided in the analysis.  You can read the article at http://contentmarketinginstitute.com/2013/11/build-scorecard-measure-content-marketing/.

The Marketo Blog has many helpful articles about marketing including some on social media, content marketing and e-mail marketing.  “How to Measure the ROI of Your Marketing Programs” is particularly useful.  The article starts out with a statement that is true for every marketer:  “Measuring the contribution that a given marketing program has on revenue and profits is the holy grail of marketing measurement.”  The article then goes on to discuss how marketers can answer this question by using the provided methodologies.  You can find the article at http://blog.marketo.com/2013/03/how-to-measure-the-roi-of-your-marketing-programs.html.

This blog also provides The Definitive Guide to Marketing Metrics and Analytics.  A free trial and four minute demo are available online at http://www.marketo.com/definitive-guides/marketing-metrics-and-marketing-analytics/. 

The blog, Simply Measured, is all about understanding social media analytics.  The article, "Beyond the Buzz: 41 Social Media Metrics Defined," should be helpful to all marketers who have social media as a component of their strategic marketing plan.  As the title indicates, the article clearly defines most of the metrics that marketers will want to measure to determine the success of their social media strategy.  The article can be found at http://simplymeasured.com/blog/2012/05/31/beyond-the-buzz-41-social-media-metrics-defined/.

The blog, Salesforce Pardot, provides a helpful infographic on how to measure content marketing success.  The infographic, which can be found at http://www.pardot.com/infographic/marketers-measuring-content-infographic/is based on a survey of over 1,000 marketing professional to determine how they are trying to measure their results.  

By Ellen Katkin, Director of Marketing, Gilbert LLP for the July/August 2014 Issue of the Capital Ideas Newsletter


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