Hildebrandt Social and Digital Media for Lawyers - Metrics Panel
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This document discusses measuring the effectiveness of a law firm's online marketing. It provides data on the costs per click or view of different online marketing methods for law firms, including Google AdWords, directories, websites, blogs, and content syndicators. AdWords campaigns for specific practice areas like mesothelioma or accident lawyering had costs per click ranging from $8 to over $250. Websites, blogs, and syndicated content had much lower costs per view, ranging from $0.03 to $0.75 on average. Directories had the highest costs at $1.25 to $5 per view. The document recommends measuring marketing efforts, distributing good content, and targeting relevant messages to different audiences.
Hildebrandt Social and Digital Media for Lawyers - Metrics Panel
- 1. Measuring the effectiveness of your firms online marketing Adam L. Stock Director of Marketing & Business Development Allen Matkins
- 2. Background AmLaw 200 firm 220 attorneys B-to-B firm focused on growing brand & referrals Measured the cost/benefit of different methods of exposing clients and prospects to our brand
- 3. Your sales pipeline describes how you get business Loyal Strangers Friends Clients Clients How you move prospects through your sales pipeline defines your marketing and business plan
- 4. AdWords: MESOTHELIOMA LAWYER $99 per click (now $255 per click)
- 5. Optimizing your online marketing spend Cost Audience qualification
- 6. AdWords: Accident Lawyer $8 per click
- 8. Website, Blogs, Content Syndicators Website/blog:3-17蔵 Syndicators: 7-75蔵
- 9. Impressions are increasingly driven through blogs and media syndicators Impressions/Page Views
- 10. Impressions are increasingly driven through blogs and media syndicators Impressions/Page Views
- 11. What is the cost per view? Aggregated data from four AmLaw 200 firms Cost / View Website $0.03 - $0.10 Blogs $0.06 - $0.17 Syndication $0.07 - $0.75 Directories $1.25 - $5.00
- 12. Summary 1. Measuring is important 2. Distribution of good content is driving growth 3. Think about relevant messages for your audiences