For your law firm’s marketing campaign to be truly effective and not waste any effort, it’s necessary to use some type of tool to monitor your progress. One of the best models for accomplishing this is predictive analytics, which is defined as “a range of analytical and statistical techniques used for developing models that may be used to predict future events or behaviors.”
Simply put, this model takes the data behind your legal marketing channels and provides you with charts and graphs to better understand where your traffic is coming from, visitor behavior, etc. Here are four ways that predictive analytics can enhance your campaign.
1) Identify Popular Pages
With the main purpose of your website being to attract visitors, generate leads and inevitably convert them into clients, it’s helpful to know which pages on your site are popular. Analytics will show you which pages people are landing on the most and have the lowest bounce rates. Knowing this is important because you can create links that point back to the most popular pages. If certain pages aren’t carrying their weight, you can make the adjustments to improve them. This should ensure that visitors spend more time browsing your site and should increase conversion rates.
2) Spot Overarching Trends
Whatever you’re doing right, you want to capitalize on. Whatever you’re doing wrong, you want to change so it doesn’t adversely affect your legal marketing. Analytics software is helpful because it generates concrete data so you know for a fact what’s working in your campaign. This means you aren’t relying upon speculation or merely a hunch, which takes much of the guesswork out of marketing.
If you are using multiple social networks to advertise, you can find out what the impact of each one is and could put more attention on the heavy hitters. In terms of SEO, predictive analytics will tell you which keywords that search engine users are finding you with. This information can then be used when selecting future keywords to optimize your content around.
3) Better Understand Your Audience
You can also gather a wealth of information about your demographic including their age, gender and location. This is valuable because you will know what demographic to tailor your campaign around. You can keep this in mind when creating articles for your blog, posting on social networks and when choosing future marketing channels. The end result should be a better connection with your audience and rapport can be built more easily.
4) Save Time and Money
Without tangible data, it’s like throwing arrows in the dark and hoping that one hits its mark. Not only can this waste your time, but you may end up funneling lots of money into marketing channels that aren’t getting results. Using analytics is smart because you can make more confident decisions and get the absolute most from your time and financial investments.
With a variety of predictive analytics platforms available to meet pretty much every need, there’s no reason to not get on board. Some like Google Analytics even provide comprehensive metrics for free. After getting familiarized with a platform, you can use it to fine tune your efforts and your firm’s marketing campaign is likely to see some significant improvement. To learn more ways that you can use technology in your campaign, check out Marketing for Next Generation Law Firms.
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