Cate Humpage, our Account Communication Specialist and the go-to person who communicates on a daily basis with our clients, shares our mentality on reporting and measurement.
What is the AttorneySync approach when it comes to our client’s reporting and measurement?
All of our reports are custom made, so clients are not getting generic reports. Each client gets their own metrics and data for their account, based on what we’re working on and what is important for their campaigns.
These reports are pulled from analytics without any of our own analysis, so our clients are seeing real data, not just what we allow them to see. We do also include some custom design reports and what we’re really looking at is our most important metrics, the organic local traffic.
We also do share organic traffic nationally as well. We’re really interested in the business metric, which is how many inquiries or leads a client is receiving. Those could be phone calls, form fills, chats, or any other contact option the client has.
Also, any Google My Business phone calls as well. We tend to track that or we push the client to track all four of those things, but not all of our clients have chat. We’re really looking at just the growth of the organic traffic and the trends of that and then also those inquiries.
Why don’t our reports focus on rankings?
General rankings are something that people focus on but we try to kind of push back on that a little bit because generally ranking for “Attorney Philadelphia” isn’t a realistic or smart goal for most law firms.
When we get new clients, sometimes they are surprised to hear in our first reporting call that we don’t focus on ranking statistics. For us, the reason why we discourage it is that we find people put too much weight on rankings, and rankings are really just a snapshot of that day or that moment.
We have found that it is more effective to focus our energy on watching that organic growth and making sure that your all of your digital signals on your website and your Google profile are helping people find you organically.
Monitoring Our Client’s Competitors
One of the other things that we talk about with clients is learning from competitors. From a business perspective, it’s a good thing to look at your competitors, but make sure you are focusing on backlinks, content, and the campaigns they are running.
We use that data and that intelligence to inform our own strategy, so it’s already baked in with our initial consultation via the competitor analysis.
What is Your Agency’s Digital Marketing Plan?
Once we’ve gone over what we have already done and the results of those campaigns, we focus on what is coming next. It is definitely a different kind of reporting but we feel that our clients should know the strategy and have input on it.
For all of our clients, we do quarterly strategy so we are looking at our upcoming quarter roadmaps for all of our clients. We take time to walk our clients through a strategy that is all-encompassing. It’s about the different outreach campaigns we are going to be doing or the content pieces that we’re looking at. This includes blog posts, expanding your practice area pages, and then also that rich media content, your interactive pieces that have statistics or cool like widgets on them, things like that.
We walk our clients through that and then what you’ll find on month-to-month reporting calls, we want to have the time to talk about the work completed and the upcoming work. So often, our clients are only seeing the content that we’re producing, but we’re doing so much other work behind the scenes.
This includes invisible work or technical work, like plugins that were affecting the site speed or things like that. That’s not something they’re seeing, but we want to make sure that our client knows that we’re doing more than just publishing blog posts.
From these strategy calls, we need the feedback from the client, because then we can create a really great strategy that focuses on the kinds of cases a client wants. As an example, we’ve had a strategy call where it turned out that our clients didn’t want any more dog bite cases and our future strategy had a focus on them. We were able to pivot their digital marketing to help build up other areas of their business over the next several months.
That’s the whole point of our reporting calls. We can walk through the numbers, and the numbers matter, but it’s really more about making sure that there’s time for us to connect so the client understands what we’re doing and that we’re all on the same page to like achieve the client’s goals.
If you need help with your marketing strategy or want to understand more about how reporting works, contact us here.
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