Get The Most Out Of Campaign Tracking

Campaign tracking for the legal services sector, especially will writers and probate practitioners, isn’t as straightforward as it would be for an eCommerce company.

That said, just because your business isn’t providing a physical product, it doesn’t mean that campaign tracking has to be difficult. Here are a few pointers to get you started… 

Identify your KPIs

The very first thing to do before you start your campaign is to identify your key performance indicators (KPIs). This might include: 

  • Amount of quotations requested 
  • Number of people providing their contact details  
  • Brochure / other file downloads 
  • Website traffic overall  

KPIs measure the success of your campaign and determine whether or not your chosen marketing method increases return on investment (ROI) – saving you valuable time and budget wastage.   

How to track email campaigns

The two big ones are MailChimp and MailPoet, with the latter used as an extension in WordPress. MailChimp in particular is one of the most effective ways to track your campaigns – especially if you use it in conjunction with Google Analytics.

As a standalone campaign tracker, MailChimp monitors the number of opens, which links were clicked and how many times, social shares, unsubscribers and so on. This is extremely useful for subscribers who open your email multiple times.

You can assume they’re at least interested in your service and can create a whole new subscriber list for warm leads. If you link your MailChimp account with Google Analytics, then you can explore your data even more in depth.  

Social media campaign tracking

Whether you want to measure a paid or boosted ad on your social channels or simply an organic post, then the advent of platforms such as HootSuite can make campaign tracking for social media so much easier.

Not only can you use the social media channels themselves, such as Twitter Ads and Facebook Ad Manager, HootSuite can integrate all your social channels using just one interface. A lot of companies don’t tend to know about the campaign tracking features of HootSuite – and it’s fairly straightforward to set up.

You can track your campaigns by teaming up your HootSuite account and Google Analytics by creating a custom URL parameter to use for each link you would like to track. 

What about offline marketing?

Of course, a lot of will writers and probate practitioners still use offline marketing tactics because it’s one of the most effective ways to target an older demographic. So how can you track the effectiveness of offline marketing strategies? With print advertisements for example, a great method of getting around this is to purchase a vanity domain or create a dedicated landing page – this means you’ll definitely know where your conversions originate from. 

To get the most out of your marketing campaigns, talk to Solve Legal – Experts in PR, Marketing & Design For Law Firms & the Legal Sector.


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