Led by Adrian Dayton, Founder and CEO of Clearview Social, Travis Davison, Senior Manager of Web and Digital Services at Crowell & Moring LLP, and Kyle Weidie, Global Head of Analytics and Digital Marketing at Kobre & Kim LLP, “Measure Everything: How to Automate Data Collection from CRM, Email, Social Media, Web...,” explored the reasons why online content—and particularly how law firms utilize it—matters.
“OODA” is an acronym for Observe, Orient, Decide and Act. Legal marketing teams can defeat their opponent by either: A) going through the OODA Loop; or B) disrupting their opponent by confusing them. It’s possible to do both my measuring one’s web metrics.
Web metrics are measured through key performance indicators (KPIs). But not many law firms are measuring them fully. While many firms are measuring certain KPIs—profitability, billable hours and overall productivity—most firms, and their marketing teams, miss the mark by not measuring cost rates or even win rates.
KPIs that could be measured digitally include engagement rates, such as the number of people following a law firm on social media, the number of visitors to a firm’s website, and which pages get the most traction. It’s imperative to share this digital information with attorneys.
Developing and sharing digital content matters for three reasons: 1) prospective clients seek experts; 2) content helps firms and attorneys stay at the top of clients’ minds; and 3) the power of distribution (e.g., SEO). How clients seek experts explains that business developers and online marketers want to hear back from clients. With staying on top of mind, legal marketers can serve their attorneys by helping the clients be aware that attorneys are aware of what’s happening in the clients’ industries—and the attorneys are aware of potential areas of concern. As for the power of content distribution, marketing teams could have multiple channels available, thereby making content accessible for clients in as many ways possible.
To effectively measure and utilize content: 1) determine the firm’s data infrastructure (including strengths and weaknesses); 2) know the firm’s target audience; 3) set goals (KPIs); 4) market those goals internally; and 5) make the goals actionable.
In addition, marketing teams could assist their attorneys by creating online dashboards of their activities. Dashboards include metrics of client alerts as well as RFP responses and face-to-face client meetings. The speakers suggested rating the strength of these activities and relationships, and referring back to them for future business development opportunities (such as RFP responses and targeted online campaigns). Dashboards could also attorneys introduce other attorneys to clients. For example, determine the firm’s most-often read content, and report findings to their shareholders either annually, quarterly or monthly.
Marketing teams should meet face-to-face with their attorneys. Be proactive and share web stats with attorneys. Show them how Google and other search engines see the attorneys, and suggest ways to be seen better. Develop a coalition of the willing by turning it into a competition.
By Adam Hopkins, Senior Marketing & Business Development Coordinator, Dechert LLP