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As Henry Ford said, stopping advertising to save money is like stopping your watch to save time.

 

In essence, he is right.

Having a coherent marketing strategy is pivotal to your business success. It is not enough to have an efficient internal operation. Even the largest, most well-known firms still advertise. Whilst word-of-mouth certainly helps build up a reputation, it doesn’t go far enough to reach beyond the local community. You want your law firm to be in front of the right people at the right time.

Being able to measure your marketing success is just as important as the marketing itself. You need to know what works and what doesn’t to help inform future actions. At Cure Digital, we do just that. We analyse and interrogate data to create new opportunities for growth, whether that be on-page or off-page SEO, social media or PPC campaigns for law firms. This will save your firm money, through investing in strategies with the highest ROI.

This is where marketing attribution comes in. Being able to assess how a new client is acquired, and at which point they decide to convert can help you find out where to focus your digital efforts. This is what we do best.

 

Advertising landscape in the UK

Thanks to innovation in marketing and technological advances over the past century, marketing in the UK has flourished and become one of the most competitive in the world. In 2022 alone, the UK spent £39.4 billion on advertising, which was one of the highest in the whole of Europe.

Unsurprisingly, the digital landscape has grown over the past few years. According to the Interactive Advertising Bureau, in the first half of 2022, £12.5 billion was spent on digital adverts, with 40% of advertisers cutting their spending on offline advertising.

Advertising has become an integral part to any business and is not something that you can afford to ignore, as you will likely get left behind.

 

Law firm marketing statistics

With the majority of law firms choosing to advertise online, you need to stand out from the crowd. CallRail, a highly authoritative source who provides call analytics to marketers so they can improve their customer acquisition, has conducted several studies around law firm digital marketing. It found that:

  • 83% of legal firms hire external digital marketing agencies for help with their online strategies
  • The majority of law firms believe that social media is the best platform to market their services, but in reality, it is their worst performing channel
  • 51% of law firms state that their biggest challenge in their digital marketing strategy is website optimisation.
  • 95% of firms perceive a higher risk of revenue loss with their marketing budget, which means that it should be spent wisely.

At Cure Digital, we specialise in SEO for law firms, which involves optimising the website, making it user friendly, project managing web design, and a thorough legal content marketing and keyword strategy to target relevant prospective clients. We will take time to research your brand, goals, and values to assess what the best approach is, and use your budget to make improvements which have the highest ROI.

With more than 15 years’ experience, we know what works best. We have worked with many law firms, previous and current, and have the expertise and experience to take your firm to new heights.

 

Group of lawyers discussing digital marketing strategy.

 

Marketing attribution: why’s it so important?

“Half the money I spend on advertising is a waste. The problem is I do not know which half.”

If this thought has come across your mind with your digital marketing approach, marketing attribution is the solution. It is a vital addition to your marketing strategy and involves understanding which techniques and channels are most effective at converting visitors. This is done by giving conversion credit to different touchpoints, which is anytime a person interacts with your firm, and could be from a website visit, clicking your ad or contacting you.

It is such a vital element to marketing for your law firm, and can help scale your company through:

  • Measuring how effective your current marketing strategy is. Attribution will allow you to assess which channels and techniques are bringing about new cases for you. As well as informing you of how many new leads you are getting from each channel, you can determine the quality of these leads, so you can target your efforts towards channels which are going to generate more revenue for your business.
  • You can make results-driven decisions. Because you know where most of your conversions are coming from, you can make better decisions for your firm’s marketing. It can inform you of client behaviour, preferences and how they engage with your company through using tools such as Google Analytics. This means there are no educated guesses. You can use data to know exactly what is working best.
  • Saving your firm money. You can identify the channels which are giving your business the best ROI and which are a waste of money. You can then make choices about whether to remove those channels from your strategy, or to improve your marketing tactics in these areas.
  • Enhancing business generation. Ultimately, this is the largest benefit of marketing attribution. The limits are endless in terms of how many new clients you can gain, but the more you invest into a strong marketing strategy with a good ROI, the more revenue for your business.

 

How do you go about measuring marketing attribution?

There are two ways to measure marketing attribution, which is one-touch attribution and multi-touch attribution.

 

One-touch attribution

This is the easier model which gives all of the credit for the conversion to either a user’s first interaction, or their last, with your firm.

First-touch attribution means that the conversion is accredited to the first interaction that a client has with your brand. This is still true even if the conversion did not happen on the same day – they may have converted much later. On the other hand, last-touch attribution accredits the conversion to the final touchpoint before a conversion occurs.

As you can imagine, this data may not help you make the best decisions about your marketing campaigns, as it shows only part of a client’s journey prior to converting.

 

Multi-touch attribution

This is a more complex phenomenon which takes into consideration many different touchpoints that someone takes before they become a customer. It will then give a percentage of attribution to each touchpoint, known as conversion credit. There are many different models which use this approach, some of which include:

  • Linear attribution: This will give equal credit to all touchpoints involved. This allows you to see which channels are working best for engagement.
  • Time-decay attribution: This will place more emphasis on touch points before a conversion occurs, which could be helpful if your law firm has a long sales process.
  • The U-shaped attribution model: This will give higher credit to a client’s first and last interaction with your company, and will then give equal credit to the touchpoints in-between.
  • The custom-attribution model: This is the most complex of them all. Rather than a set of standard conditions, this will take into account your specific firm’s brand and how it operates to create a bespoke approach to attribution.

Deciding which model to use depends on what your marketing goals are, who you are aiming your services at, and the journey your client takes before a conversion. Ultimately, having a strong marketing attribution system can give you great insights into how your customers become leads  – and how these leads convert.

 

 

Cure Digital difference: how we can help increase your profits

At Cure Digital, we are experts in marketing attribution. We have been helping law firms to target budgets into channels and methods which are proven to work for their business for the past 15 years. This ultimately, saves them money in the long run, whilst generating a strong and clear ROI.

Our agency is data-driven: we will assess what the most effective strategies are and put our efforts into these. This takes the burden off your shoulders, and you can focus on what you know best-handling client cases.

Our team is reliable, responsive and will give you regular updates on progress, assessing the impacts of our approach on your new business generation.

If you would like help with your marketing attribution and how to apply this effectively to your digital marketing strategy, get in touch. We would love to hear from you.

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