In February, Joe Giovannoli, founder and CEO of 9Sail, discussed how to track and measure marketing spend with two law firm digital marketing experts: Bryan Pattman, partner and Director of Operations at 9Sail, and Dawn Sheiker, Director of Client Relations at Morris James LLP. Read on to hear some of their thoughts on best practices for making the most of your marketing spend.

Key Takeaways

• In any law firm marketing campaign, it’s important to focus on client experience mapping so you can have a clear understanding of who you’re speaking to and what your end goal is.
• All roads in your law firm marketing strategy should lead back to the sales funnel, ready to convert interested users into potential clients.
• In cases where metrics are more difficult to measure, tracking return on objective (ROO) can give you perspective on the entirety of your campaign in order to analyze your growth and see the success of your marketing spend.
• Creating a plan and staying on track in the long term will help avoid unnecessary marketing spend in the short term.