Much of marketing is done digitally, so it can be tracked, quantified, and evaluated. Reviewing marketing KPIs allows a law firm to go from vague estimates to a clear picture of whether their sales and marketing goals are truly being achieved.

• Social Media Engagement and Reach: How many people find your law firm using social media? For those who do, what content attracts them the most? Not all social media is created equal. Compare the results from various social media platforms to determine which leads to the most conversions. Test where you are investing when it comes to social media to determine which platforms are producing the best ROI.
• Client Acquisition Cost: When marketing for your law firm, separate potential customers from actual clients. Evaluate how much you are spending to convert potential customers to clients. Include money spent to attract your target customers and marketing and research expenses. Under budgeting happens if you don’t measure your data accurately. Customer acquisition costs should be evaluated after each marketing campaign and adjustments should be made. Separate the customers you require from organic reach and paid reach and put a dollar amount on each to determine where your money is producing the best results.
• Lead Conversion Analysis: Evaluate previous marketing campaigns to determine the number of leads converted. How many leads became paying clients?
• Landing Page Conversion Rates: How regularly is your landing page generating conversions? This information can help you evaluate how clearly you are communicating the action you want your leads to take when they visit your website. Is your landing page encouraging visitors take the actions you want them to? Is the information on your landing page clear and concise?
• Average Conversion Time: How long does it take to convert leads to paying clients? This simple KPI for legal departments reveals the effectiveness of your law firm’s sales practice. If it takes a long time to convert leads, this could signify that prospects quickly lose interest in the services you offer and are opting to use the services provided by your competitors. Determine if time-sensitive discounts and promotions can be used to expiate sales.
• Remarket: Remind your existing client base of all your services. Periodically evaluate the ability to hold your target’s attention, and the effectiveness of your sales process.

Using a sample KPI for your legal department’s sales and marketing will give you actionable insights that can affect change. It will give you the tools needed to create powerful digital marketing strategies. These will permit you to respond to changes in customers’ behaviors and market trends.