It doesn’t matter if you’re the managing partner at a large law firm with an internal marketing department or are the owner of a mid-sized practice using an external marketing agency, you need to know what works and what doesn’t.
It is critical to stay up-to-date with the operations of your marketing team to ensure their strategies are making a real impact on your business.
Question 1) What are our KPIs and What is the purpose of the campaign?
Your marketing department (internal or external) should be employing tools to track ROI and campaign performance. By doing so, the team can determine what’s working and what’s not.
Before starting a campaign, ask the team what marketing key performance indicators (KPIs) they are going to track, and ask WHY they are tracking them.
It is important that you understand what is being tracked and why, this makes the marketing team accountable and makes it easier to answer questions like; how many leads have we gotten, and have we seen a ROI on this campaign.
KPIs are metrics that allow you to examine your results over time. Some examples of marketing KPIs are:
- Cost per lead
- Organic traffic
- Landing page conversion rates
- Social media traffic.
- Plus more.
It’s up to you to make sure your KPIs align with your strategic business objectives.
If your Marketing strategy and Business objectives aren’t aligned you may struggle to achieve your goals and see a ROI.
Seeing a result in your marketing may take time, there’s no silver bullet that will instantly give you ten new clients, however without tracking KPIs and monitoring performance you could end up sending £1000’s on a campaign that isn’t working.
We will be outling more questions to ask your marketing team in upcoming weeks, if you would like to book a time to talk about your current marketing activities, please contact us
