The importance of measuring campaign performance for your law firm

Measuring the performance of your campaign is a crucial ongoing exercise your firm needs to implement. Aside from understanding how your efforts have paid off, why is it so important to measure your campaign progress? We discuss the benefits below.

How close are you to reaching your goals?

You’ve set a goal for your campaign, perhaps surrounding increasing the number of leads generated, or new cases won, maybe it’s even a traffic-centric goal – whatever it is you’ve been working towards – if you don’t measure the performance of your campaign throughout the duration of the campaign, how will you know how far off your goal you are?

Measuring your campaign success at the end is a given, but measuring your campaign throughout, whilst it’s still running is vital; it can determine whether your campaign is a success or a failure. Being able to proactively amend and optimise your campaign as you see fit.

Is what you’re doing appealing to your target audience?

You want to make sure your target audience is engaged by your campaign, reading your content, slowly being pulled down the marketing funnel – so you can nurture them until they’re ready to make an enquiry. If your campaign doesn’t seem to be engaging your audience you need to figure out why before the campaign ends. Perhaps make adjustments to your email subject lines or amend the placements of your calls-to-action around your site, figuring out how you can continue to optimise your campaign to achieve the best possible results is an important part of the learning process.

Setting KPIs can help board members and partners

Setting yourself some key performance indicators (KPIs) can help you understand how well the campaign is progressing, of course, but they can also help other members of the firm understand the impact of your marketing tactics. It can be difficult to reassure and sell new ideas to the board, but if you can demonstrate the value your campaign can add to the generation of inbound case enquiries for the firm as a whole, then there’s more chance you’ll be able to experiment with new marketing techniques to help your firm make its mark in its niche going forward.

It’s important to get everyone involved and excited about the progress of your marketing campaigns. To make sure you can confidently measure your monthly campaign progress, we’re giving you access to these FREE campaign analysis templates. Just fill the tables with your data and watch the graphs reflect your progress. Download the templates here.