How to Measure Your Marketing and Bring Consistent Clients in Each Month
If you were going to take a trip, you would need to know where you’re at now and where you’re going. Then you could start estimating how long the trip will take and looking at the different route options. Once you actually started traveling, you could look at specific metrics to keep track of your travel such as if you took the right turns, your miles per hour, if you need to adjust your course, the time, etc.
Though we do this kind of thing all the time without thinking (such as when we’re traveling), when it comes to running a business we forget to measure.
However, it’s critical that we do measure our marketing. We need to do more than just apply some marketing techniques or hire a marketing agency. We need to figure out a marketing system and know if our marketing is successful.
This is a very important topic. Knowing the benefit of any investment you make in your firm is crucial and marketing is one of those significant investments. So today we are going to help you understand what to measure and how to determine if your marketing is successful.
As a marketer for many years, Mark believes the goal of marketing is to have and create a consistent set of leads that generate consistent clients every month without you focusing on your marketing all the time. That should be the ultimate goal of your marketing. If it is, you need to measure your system.
Don’t get caught up in vanity metrics such as web impressions, rankings, or the number of visitors to your website. These don’t really matter when you’re just starting out in creating a marketing strategy. Once you have an actual marketing tactic, these metrics may be on one of the measurements on your dashboard but they will never be your end-all, be-all goal.
The metrics that do matter are those that translate to paying clients coming in your door.
To start measuring your metrics, look at your goal first then work backwards from it. Figure out what you need to know to get to your goal, then what you need to know to know that, and so on.
For example, a typical goal for new law firms is getting more clients. If you go one step back from this, you need to know how many people you talked to that could become a client, how many of those potential clients turned into consultations, and how many showed up for their consultation. To go even further back, you need to understand the source of those potential clients.
By knowing all of these things, you’ll be able to understand if you made the right decisions along the way. Then you can figure out what areas need to be fixed.
If you want to learn more about strategies for measuring the success of your marketing including ROI, check out https://nextlevel.legal/episode/lfn008/