Measuring the effectiveness of your firm’s online marketing                 Adam L. Stock     Director of Marketing & Busi...
Background• AmLaw 200 firm – 220 attorneys• B-to-B firm focused on growing brand & referrals• Measured the cost/benefit of...
Your sales pipeline describes how you get business                                                      Loyal   Strangers ...
AdWords: MESOTHELIOMA LAWYER $99 per click (now $255 per click)
Optimizing your online marketing spendCost            Audience qualification
AdWords: Accident Lawyer$8 per click
Directories$1-5 page view
Website, Blogs, Content SyndicatorsWebsite/blog:3-17¢Syndicators: 7-75¢
Impressions are increasingly driven throughblogs and media syndicatorsImpressions/Page Views
Impressions are increasingly driven throughblogs and media syndicatorsImpressions/Page Views
What is the cost per view?Aggregated data from four AmLaw 200 firms                                             Cost / Vie...
Summary1. Measuring is important2. Distribution of good content is driving growth3. Think about relevant messages for your...
Upcoming SlideShare
Loading in …5
×

Hildebrandt Social and Digital Media for Lawyers - Metrics Panel

779 views

Published on

Published in: Education
  • Be the first to comment

  • Be the first to like this

Hildebrandt Social and Digital Media for Lawyers - Metrics Panel

  1. 1. Measuring the effectiveness of your firm’s online marketing Adam L. Stock Director of Marketing & Business Development Allen Matkins
  2. 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. 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. 4. AdWords: MESOTHELIOMA LAWYER $99 per click (now $255 per click)
  5. 5. Optimizing your online marketing spendCost Audience qualification
  6. 6. AdWords: Accident Lawyer$8 per click
  7. 7. Directories$1-5 page view
  8. 8. Website, Blogs, Content SyndicatorsWebsite/blog:3-17¢Syndicators: 7-75¢
  9. 9. Impressions are increasingly driven throughblogs and media syndicatorsImpressions/Page Views
  10. 10. Impressions are increasingly driven throughblogs and media syndicatorsImpressions/Page Views
  11. 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. 12. Summary1. Measuring is important2. Distribution of good content is driving growth3. Think about relevant messages for your audiences

×