Measuring the effectiveness of your firm’s online marketing

Adam L. StockDirector of Marketing & Business Development

Allen Matkins

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

Your sales pipeline describes how you get business

Friends Clients LoyalClientsStrangers

How you move prospects through your sales pipeline defines your marketing and business plan

AdWords: MESOTHELIOMA LAWYER

$99 per click(now $255 per click)

Optimizing your online marketing spend

Cost

Audience qualification

AdWords: Accident Lawyer

$8 per click

Directories

$1-5 page view

Website, Blogs, Content Syndicators

Website/blog: 3-17¢Syndicators: 7-75¢

Impressions are increasingly driven through blogs and media syndicatorsImpressions/Page Views

Impressions are increasingly driven through blogs and media syndicatorsImpressions/Page Views

What is the cost per view?

Cost / View

Website $0.03 - $0.10

Blogs $0.06 - $0.17

Syndication $0.07 - $0.75

Directories $1.25 - $5.00

Aggregated data from four AmLaw 200 firms

Summary

1. Measuring is important

2. Distribution of good content is driving growth

3. Think about relevant messages for your audiences