In this post, we’re talking about the fourth and final of the four laws of content marketing, which is to track the right results. (If you missed the first, second or third laws, go back and check those out!)
When it comes to content, depending on the industry, things like clicks, engagements, and views become overrated. Most people don’t make money just because of their clicks, their views, or their engagements.
So when we’re talking to lawyers, what really matters more is whether or not your content is making all of your marketing work better. But how do you know if that’s happening? For starters, are you getting more referrals from your existing network? That’s one of the ways that we know a good content strategy works because it helps you stay top of mind.
Also, are you able to charge the rates that you want? When you are putting out an effective content strategy, you are building up yourself and your firm as the experts and you’re often able to command the rates that you want and deserve. There is going to be a better conversion on your existing marketing.
In order to make sure your marketing strategy is working, you need to track the data. For example, I had a client once who was running pay per click ads with another company. He kept doing those ads and then, after implementing a content strategy with Spotlight Branding that had nothing to do with those ads, actually found that those ads were performing better because the people from those ads were going to the website and engaging the blogs, videos, and the social media accounts that we were managing. So one way to track your results might be to track your existing marketing and see if better results are there.
It might mean more referrals, better conversion on your marketing, or charging the rates that you prefer. Another thing is getting more of the kinds of cases or the kinds of clients you want because your content is focused on addressing that audience, practice area, case.
When that happens, you build up your reputation in that area and hopefully attract more of that kind of client or that kind of case. Don’t get too caught up in clicks, opens, engagements, views, and things like that. Instead, focus on your average case value. Focus on your referrals. Focus on the conversion from your existing marketing activities, which doesn’t just mean paid marketing activities (see our third law). It even means things like networking and speaking. What’s your ROI from those things? Because a good content strategy should actually help those things.
The final thing about all of this is that no marketing company can actually track, at least oftentimes can’t track, the most valuable ROI. That’s going to be things like more clients, more referrals, and your ability to raise your rates and charge more. These are often things you have to track internally, whereas a lot of marketing companies just want to send you things like open rates and clicks, which is just vanity.
A good marketing company will help you track those things, but ultimately also help you track the right results. Know what those results are, and understand that the right things are usually things that you probably have to track. Your marketing company should work with you to help you see that, understand it, and know where to look for it.
We hope you enjoyed learning these four laws of content marketing. If you’re ready to implement this strategy for your firm, contact us today.