Content Marketing and Web Analytics: The Yin and Yang of Any Successful Law Firm Marketing Campaign

Good content has always been one of the best ways for a lawyer to establish and maintain a professional reputation. In the hands of potential clients, good content demonstrates your understanding of the law and your ability to do what you claim to do.

Let’s say you write an excellent article on the recently signed patent reform act.

Prior to the Internet, your options for distribution of that article would be limited. You could submit it to print publishers who could decide whether or not to publish it and how to edit it. By the time it appeared on a client’s desk, it might be three months out of date.

In addition, you could snail mail a copy of your article with a cover letter directly to your list of clients, potential clients and referral sources. You could include it in the firm’s print newsletter. You could mail it to reporters covering the patent law beat and hope that they give you a call next time they are writing a story on that topic.

And that was about it. You really had no way of knowing what happened to that hard copy – if the publication was read or if the envelope or newsletter was even opened.

Today, thanks to the Internet, the options for distributing a well-written and informative article (and all kinds of content) to a wide range of interested parties are vastly expanded. So, too, are the options for finding out if the article was opened, was read and prompted further action on the part of the reader.

In the Internet age, online content marketing is the best way for lawyers and law firms to establish their reputations and attract new business. And web traffic analysis is the best way for lawyers and law firms to measure the success of a content marketing campaign and move forward based on that information. Content marketing and web analytics are inseparable parts of the same strategic process.

Online content marketing for law firms

Online content marketing involves publishing content (like the article on patent law) on your law firm’s website (including mobile website version), client extranet sites or blogs. It involves the e-mailing of your article (or newsletter) to clients, potential clients, referral sources and media sources.

An integrated online marketing program is an essential part of a law firm’s marketing program. Content marketing involves distribution of your content using popular social media sites (like LinkedIn, Facebook, Twitter and YouTube) as well as successful content syndication sites (like JD Supra, LegalOnRamp and Scribd).

Each time your keyword-rich patent law article is published on one of these sites, it is indexed by Google and other search engines – enhancing results for searches on terms like your name, your law firm’s name, your geographic area and the relevant subject area.

The term ‘content’ applies to almost any kind of material your firm is publishing. It applies to documents like press releases, experience descriptions, attorney biographies (profiles), client alerts, blog post, white papers, email campaigns and e-books on legal subjects.

Content also includes non-written files, like an online ad campaign, courtroom graphics, a PowerPoint deck, or photos of an open house or employee charity event. It includes online surveys along with survey results. And it definitely includes audio or video recordings of a presentation, a seminar or a webinar.

All types of reputation-demonstrating content can be posted not only on your own website, but also to a wide range of (mostly free) social media and content syndication sites. Once posted, this informative content is available 24/7 and around the world.

Web analytics for law firms

Not only does the Internet facilitate the wide distribution of content,”it also allows lawyers and law firms to closely track distribution – to know how many visitors click on the content; how much time they spend reading, listening or viewing the content; and where (your website, search or some other site) they found the content.

Web analytics is a process for collecting visitor or consumer data, analyzing those data and generating reports on the overall performance of these different channels. It extends well beyond your website into virtually every online channel your law firm might be using.

In the early days, web analytics programs focused on the simple measurement of activity on a law firm’s web site. Today, a good law firm website still contains useful information about the firm and its services, but the site functions more like an interactive hub to which all of the firm’s online content distribution efforts are tied.

In addition, most social media sites have their own built-in analytics programs that can be accessed for more details about activity on your accounts on those sites.

The popular Google Analytics program is free and yields information about site visitors, including number of visitors (unique, new and repeat), page views, repeat rate, visit length, page view length, page view per visit, bounce rate (those who leave quickly from a given page), entry pages (where visitors enter you site), exit pages (where visitors leave your site) and referral sources (direct traffic, search engines and other referral sites).

Among other things, Google Analytics can chart data over time, compare data month-by-month or year-by-year, and internally compare different sets of results.

Other commercial web analytics programs allow the site administrator to ‘dig deeper’ into the data. Most analytics programs will record detailed information at the user level, allowing administrators to track the number of times a given user came to the site, which pages he or she viewed and, in some cases, the location from which that user is connecting.

At Tenrec, we combine basic Google Analytics with a program called Urchin (essentially, Google’s commercial analytics product) to obtain different levels of results for our clients. There are many programs out there. The one you select should be determined by how you plan to use the results.

It is important to remember that no performance metric is inherently bad or good. A limited number of the right kind of people visiting your content and reaching out to your firm is a better result than hundreds of visitors who take no action.

Strategic content marketing and web analytics for law firms

Web analytics programs are capable of generating a vast amount of information. There are far too many metrics for users to process and interpret. Measurement tools are only useful when there is something specific to measure.

The challenge is not to get more data, which can needlessly complicate your decision-making, but to get better data. Be strategic. What is the purpose of this online content campaign (within the context of our business goals), and which select measurements will indicate progress towards achieving this goal?

Let’s go back to that article on patent reform. You post it on your website. You reference it in your blog. You e-mail it to clients, potential clients, referral sources and media sources. You post it (with links back to your site) on a variety of social media sites and content syndication sites.

On your website, analytics will let you know who visited the page and how they got there. In addition, you will discover if they stayed a while, read the article and downloaded a copy.

If no one comes or if visitors take a quick look and ‘bounce,’ you know that there is something wrong with the content. The subject is not newsworthy. The headline or keywords need work. The article is too long or too short. It is too dense and needs shorter lines and subheads, to encourage skimming. It is too casual or too filled with legal jargon. In other words, it needs work.

An e-mail analytics program will let you know who opens the e-mail and clicks on the link. Other analytics programs will indicate how your article fares in the blogosphere or is shared or re-tweeted on social media and content syndication sites.

The information generated by web analytics is a valuable tool to help lawyers and law firms plan — and continuously improve — their content and their online content distribution campaigns.

Qualities of an Exceptional Personal Injury Law Firm

If you are involved in an accident whose occurrence was due to failure of another party to take reasonable care, the first step that you should take is to hire a personal injury lawyer. This will help you get compensation for the physical, mental, and emotional injuries you suffer due to the accident. However, for this to be possible, you will need to hire an exceptional attorney with all the relevant skills, experience, and knowledge to take on your case. Unfortunately, you cannot find such lawyers in any other law firm. They are only available in distinguished personal injury law firms. There are many law firms specializing in personal injury law. Nevertheless, there are those that stand out from the rest because they possess certain qualities, which makes it easy for them to win cases. These qualities include:

Qualified Staff

One important quality of an exceptional personal injury law firm is that its staff is qualified. Their staff should be knowledgeable on matters pertaining to this branch of law and have all the relevant skills and experience to see them through all injury lawsuits, specifically yours.

Capable of dealing with insurance firms

Most insurance firms do not like meeting claims. They will do everything possible to avoid compensating you for your injuries. An exceptional firm should have massive experience in handling representatives of insurance firms. The attorneys of such firms should be able to negotiating with the insurance company’s representatives so that they can reach an amicable solution and fair settlement or compensation for your injuries.

System of payment of contingency fees

A good law firm that specializes in this field understands that sometimes you might depend on the damages or settlement to pay their fees. Nevertheless, you are liable by law to pay for basic expenses. A good law firm however, will not force you to pay for the expenses until you recover a good amount or fair value of damages entitled to you. From there you can pay them. This is the ‘no verdict no fee’ or ‘no recovery, no fee’ or ‘no settlement, no fee’ type of system.

Specialization

To get an exceptional firm to handle your case, you must choose that which specialize in personal injury law. If finding such a firm is difficult, this is almost impossible, look for the firm with a personal injury law department. Such firms have all a lot of experience to help them deal with personal injury cases and have probably handled a variety of cases related to personal injury, as they are never the same.

Other specialization

Apart from the firm’s lawyers having good knowledge in the field, they should also have reasonable experience in litigation. They should have the necessary skills to carry out important motions. In addition, they should be skilled in paperwork, which the court and the insurance companies expect in civil cases and in insurance claims.

Use other professionals

The firm should be able to hire and retain the services of other professionals. To have all the necessary information to help them win the case, they will need the information that the government agencies have. This means they will need to hire private investigators to collect information as to the cause of the accident, the negligent party, and to protect evidence, which could solidify and protect your case.

Factors in Setting Law Firm Goals and Objectives

Factors in setting law firm goals and objectives are different from objectives and goals for any commercial or industrial enterprise. This is so because of the difference in the nature of the services rendered by the two. There are certain characteristics of law firms, other than the well-known differences between industrial enterprises and professional organizations, which can be set and defined to come up with a model for the organization. Basically, the process of planning and setting goals involves building a model to serve as the development guide for the firm and determination of the way to achieve the goals and the time it will take. There are a number of characteristics of a model which are the factors that affect setting of goals and objectives in a law firm. Throughout this article, the various factors that affect the setting up of goals and objectives in a law firm will be discussed.

Size

According to many lawyers, size is the status in the legal community, prestigious clients, the ability to handle more interesting as well as complex legal work and stability. In most case, these are accompanied by other characteristics like minimal opportunity for significant participation in management, impersonal atmosphere; need to follow the policies and procedures that are already in place and little direct contact with clients which are not attractive to some lawyers. Generally, lawyers in larger firms earn more as compared to those in smaller firms. This is because the large firms attract the large corporate clientele who pay higher rates. As a result, if the model objective is to be a considerably larger firm than the current firm size, a top notch litigation department should be emphasized.

Ownership

Ownership is one of the factors in setting law firm goals and objectives that should be considered keenly. Maintaining high partners to associates ratio in a law firm is a key factor in increasing the income of the partners. The associates actually are the ones that make profits for the partners and that is why the ratio of partners to associates in large firms is always between a third and two thirds of the lawyers. This ratio is mainly affected by: the turnover of associates, the general growth of the firm and the time required to become a partner. For instance in a firm where the rate of turnover of associates is high, the average time needed for an associate to become a partners is six months, there will be a phenomenal growth rate in order to maintain a low partners to associates ratio.

Type of law and client

The type of client and the type of law are two closely related factors that have to be looked at when setting the goals and objectives of a law firm. The large firms normally serve the professionals, the affluent and the corporate clients. These firms increase expertise in legal areas corresponding to their clients’ needs. On top of the regular law areas which include: tax, general corporate, real estate, probate and litigation, some firms are developing distinct specialties either by industry or by function. Some areas of specialization are: labour law, banking natural resources and health care.

Each of the factors in setting law firm goals and objectives explained above should be considered carefully by the law firms during their planning. Planning should be based on the current strengths and weaknesses of a firm. Other external factors like competition and the local economy should also be considered.