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Social media marketing has become one of the most popular and cost-effective ways for law firms to promote their services and attract new clients. While social media sites offer powerful marketing potential, measuring the impact of these sites on client conversion can be difficult. Firm leaders who are struggling with these metrics can use Google Analytic’s Social Media Report, which offers powerful tools to understand the strengths and weaknesses of social media marketing programs.
Running a social media campaign requires spending a great deal of time interacting with potential clients online. A felony defense lawyer serving Denver might spend upwards of 20 hours per week interacting with other attorneys and the general public via Facebook, Google+, Twitter and LinkedIn profiles. The Social Media Report will help to gauge whether or not spending so much time on social media marketing is worthwhile by reporting on visits, social actions, goal completions, goal conversion rates and goal values. Most firm leaders should pay particular attention to the overall value of social media-driven conversions.
Law firm leaders can use the results of the Social Media Report to make needed adjustment to marketing campaigns. For instance, the report might reveal that the majority of individuals navigating to the firm’s website from a networking site quickly navigate away from the site. This might mean that links to the website need to be refined so that social media followers can find the information that they need quickly. Adjusting marketing based on social flow is a sure-fire way to ensure the relevancy of a social marketing campaign.
The final blog post in this series will explore the browser report, which can help firm leaders pinpoint some of the most basic problems with their marketing programs.