Let’s take a look at how lawyers and other legal professionals can use Surefire Local’s all-in-one software for improved ROI and marketing effectiveness!
What do you expect to get out of using local marketing software to power your business’s digital footprint? Ideally, you’d like to be able to save time and become more productive. The best technology gives you the freedom to work on your marketing activities from anywhere, without restraining you to an office desk. How about measuring the effectiveness of your marketing and improving ROI? Well, that’s exactly what Surefire Local’s marketing software does, plus much more!
We built the Surefire Local platform specifically to help lawyers, attorneys, and other small business owners grow their ROI while making online marketing easier and more effective.
So let’s talk about how local marketing software can help you. Then we will talk about Surefire Local’s small business marketing platform in detail so you can see exactly how it can help you.
How Do I Measure My Marketing ROI?
One of the most important parts to understand about your ROI is how to track it, measure it, and pinpoint the KPIs. Doing so will show you your client’s journey, so you can effectively use that information for future marketing campaigns.
The best way to measure your marketing ROI without the stress and frustration of manual reporting is to automate the process across all areas of your business. This will ensure your marketing budget is being used to its fullest without wasting time or losing money on your efforts. Having the right tools and resources will help you and your team take your business to the next level while attracting new clients and profiting at the same time.
Let’s break all that down…
The Continually Growing and Changing Client Journey
In today’s digital world, tracking ROI has become more complex. The client journey has become more diverse, and the way a client searches online today versus years ago is also more complicated. Additionally, client demands and the expectation of an immediate response in their search for answers also add to the challenge.
How to Manage Your Digital Footprint
Property and effectively managing your online presence requires you to use a variety of digital tactics. As an attorney, it’s best to follow the most essential online marketing activities.
- Website and blog
- Digital advertising
- Search engine optimization (SEO)
- Content marketing
- Email marketing
- Reviews & Referrals
- Geo-location check-ins
- Social media
The more digital real estate you have, the more defined your digital footprint will be. The more defined your digital footprint is, the more Google and the other search engines will reward you by ranking your digital assets higher on the search engine results pages (SERPs).
Effectively Tracking Your ROI Requires Skill and Experience
The digital assets mentioned above are just the tip of the iceberg when properly managing and tracking your ROI. But that’s not the whole picture. In addition to your digital assets, you also need to know how to perform the following functions consistently.
- Proper keyword research
- Capture lead sources
- Phone calls and follow-ups
- Urchin Tracking Module (UTM) codes
- Producing landing pages
- Surveys and survey follow-ups
The Complexity of Digital Assets Makes Tracking Difficult
Due to the numerous digital channels, tactics, and tracking methods, it’s difficult for an attorney, or any other business for that matter, to have a clear picture of how their digital marketing campaigns are affecting their ROI. That leads to another problem.
Typically, when a business owner feels uncomfortable or uncertain, it’s because they have too many tools, too many vendors, and don’t really know if they can fully rely on others to properly implement and manage them all. Then they don’t know what course of action to take.
As an attorney, you want to implement a strategy that will improve your business and marketing campaigns. What’s considered a “good” marketing ROI will vary depending on your specific industry, the tactics you use, and your specific goals as a business owner. However, everything can be broken down into a simple formula.
(Return – Investment) / Investment
However, the impacts of your marketing tactics are all weighted differently. For example, the impact of your local SEO will be different than the return you receive on a paid advertising campaign. Therefore, there are additional formulas you can use to help measure your ROI.
For example:
- Your sales growth – your marketing spend
- The time you spent versus the money you generated
- (Ad spend / new clients) x client lifetime value
- [((Number of leads x lead to client rate x average billing price) – cost for marketing) / cost for marketing] x 100
How to Improve Your Marketing ROI
Even with all this complexity, there are still ways you can simplify and improve the ROI for your marketing campaigns in five easy steps.
Step 1: Determine Your Key Performance Indicators (KPIs)
Choosing the right metrics to track will help determine whether you are meeting your goals. Once you determine your KPIs, you can use them as a guide for tracking your ROI strategy. Tracking the following KPIs should tell you all you need to know.
- New paying client’s
- New prospective clients
- Increases in traffic
- Higher client retention rates
- Higher client profit margins
Step 2: Experiment with Multiple Digital Marketing Channels
If you want to improve your marketing ROI, it’s best to experiment with and use multiple digital marketing channels to broaden your reach. Those channels should include your website, email, digital advertising, social media, directory listings, reviews, content marketing, and any other digital avenue people needing an attorney would frequent or follow.
Step 3: Continual A/B Split Testing
A/B split testing will show you exactly which of your digital assets are working and to what extent and which ones aren’t. You should test the different avenues against each other, then perform split testing within that same vertical. For example, test the same campaign with email versus social media to see which channel outperforms the other. Then test your email content topics against each other and your social media content topics against each other to see which ones outperform. You will then use the best-performing asset while continually rinsing and repeating the process.
Step 4: Strategically Measuring Your Results
A/B split testing doesn’t do anything for you if you don’t measure the results. But split testing takes time and effort. That’s why using the right tools is so important. The right tools will help you measure your results more quickly and effectively while making the best use of your budget. Additionally, the right small business marketing software will make it easier for you to focus on the marketing channels that attract more local clients. It will also indicate which channels aren’t as effective, so you can pay less attention to the metrics that don’t matter.
Step 5: Committing to Your Marketing Strategy
While there is always room for improvement, changing your digital marketing strategy at every turn doesn’t give that strategy enough time to be properly implemented and aged. It’s better to make a decision and stick with it so you can accumulate more meaningful data.
All this research, implementing, and testing the marketing data takes a significant amount of time. Therefore, using an all-in-one marketing intelligence platform that automatically tracks your ROI across multiple digital assets is the most time- and cost-effective way to handle them hands-free (for the most part).
Digital Marketing ROI Made Simple
Now it’s time to look at Surefire Local’s all-in-one marketing platform that will help you accurately track and measure your ROI for every marketing campaign you run.
Surefire Local’s ROI Dashboard
The Home tab of the Surefire Local platform gives you a single dashboard so you can easily look up your almost real-time marketing performance metrics. You can review your leads, online visibility, client reviews, star ratings, and more. You can also track the sources for all the new leads you are receiving from your website and digital ads. This will give you more control over your digital marketing budget.
The Home tab of the Surefire Local platform will also give you better insights by allowing you to see how many new leads you’ve generated in any given amount of time. This will make it easier for you to compare your results to the historical data so you can measure your true growth metrics.
Additionally, you can also monitor your email campaigns and view metrics like open rates, clicks, and engaged contact lists all without needing a separate tool for each process.
Google Tools and Other Metrics
The Surefire Local marketing platform will show you how accessible your business is on Google Search. It will also help you analyze how your clients find you through search either directly, by discovery, or branded methods.
Our platform will also help you analyze the client journey a lead or prospect experiences after seeing your Google Business Profile. This will help you identify other areas of opportunity for increasing potential client clicks, phone calls, and client direction searches.
Surefire Local also inputs all your Google and Facebook Ad information into the tool. This will make it easy for you to effectively track your digital ads, see everything at a glance, and make sure you don’t waste any money on the ones not producing results. It will also allow you to track your audience reach, ad performance, client engagement, and costs all on one platform while you compare visibility and lead generation results from client to client.
Gathering and Reviewing Your Marketing Metrics
With Surefire Local, you can gather metrics from Google Analytics and gain insight into how your digital marketing campaigns are working through searches, click conversions, making it easier to see how much traffic your website is receiving, and how many of those are from Google traffic sources. It also gives you the ability to request word clouds for commonly used keyword searches, measure your reputation as compared to your local competition, and manage your Google Maps.
Managing Your Content Creation Workflow
The Surefire Local platform gives you the ability to manage all your content creation and workflow from a single dashboard—everything from your initial ideas to content creation, to revisions, to publication and analytics. Our local marketing software and platform will enable you to write, schedule, and publish the key blog content that keeps your website relevant and current in the eyes of the search engines.
Managing Your Social Media Content Creation and Workflow
You can also manage your social media pages within the Surefire Local platform. That means you won’t have to switch from one site to another just to publish a post. You are able to schedule your content and publish new updates for your Facebook, Instagram, Twitter, and LinkedIn pages all from the Surefire Local social media publisher. This is a huge time saver.
Surefire Local also enables you to create new posts that you can share directly on Google through your Google Business Profile. This will help you engage new potential clients directly on Search and Google Maps. You also have the ability to include new updates, special offers, special events, and anything else you might use to attract new local clients.
Managing Your Online Reputation and Relevant Information
While reviews may be harder to come by in the legal industry, any small business still needs to follow and manage their online reputation while continually trying to get new client reviews each month. It’s also important for a business to respond quickly to each review, regardless of whether it’s good or bad. The Surefire Local platform has a newsfeed with all your review platforms such as Google, Yelp, and Facebook, so you have all the information available from anywhere at a glance.
Our software also makes it easy for you to keep your directory listings updated with relevant and accurate information. This will help build trust and attract new local clients who are interested in your services, including:
- Business description
- Services you offer
- Company hours
- Location
- Photos
- Service areas
- Accepted payment methods
Work From Anywhere
With Surefire Local, you can use our local marketing software and platform anytime and from anywhere from a PC, Mac, iPhone, Android, or tablet. We offer the best possible tools to grow your business whenever and wherever you need them.
What’s Next?
If you would like a free demonstration of the Surefire Local platform, please Contact Us today. We make online marketing, content management, ROI, and social media tracking unbelievably simple for you and your business.
