When it comes to your law firm, it can be hard to let go of certain aspects due to the fact you’ve built it from the ground to where it stands today. In some cases, you won’t need to let go of any control, but when it comes to your business expanding to the point of success that doesn’t allow you to run the day-to-day operations, you have to be able to trust those you hire to do the job.
When we do choose to expand our business, one of the first port of calls is usually hiring a marketing team, but how can we tell if we have made the right choice?
Discuss targets & goals
Being able to set targets for your marketing agency to hit, and goals for the company to reach is an important step when expanding your business. Discussing them with your agency will help build rapport and set out what’s expected of them. Recurring meetings should be happening periodically to check the progress of your marketing team and this can be done in a few ways. It’s best to keep it simple, to begin with, and not overcomplicate anything.
Return on investment
ROI is a simple but very effective way to check to see how your business is progressing. A simple definition is that ROI is a performance measure used to evaluate or compare the efficiency of an investment. This works by using a calculation to directly measure the return of an investment based on its initial cost. The result of this calculation will leave you with a percentage that is very easy to evaluate against any targets you may have set for your marketing team. You can find out more here if you are unaware and don’t know how to measure ROI. Using a calculator can be a useful and time-saving tool that will allow you to evaluate your teams’ performance with ease.
If the target you’ve set for your marketing team is anything to do with engaging with new customers, then analytics gives you a perfect platform to see how they are performing. All online social media platforms, as long as you’re set up as a business, will allow you to see several different statistics from the age of people your posts are reaching to where they are in the world. They can also give you the number of times a post or webpage has been clicked on, which is a very useful tool in discovering the conversion rate of visitors to customers. If you have given your team a target of growing your social media following by 1000 in a year, then analytics will show you which posts have been successful and which haven’t had much traction.
Check the process
At any time you should be able to ask the agency what they have in place to achieve the goals you have set out for them, any good team will happily explain every step they have and how it is benefiting your company.
Search Engine Optimisation
SEO is key these days for successful marketing campaigns and your agency should be providing this. This is a tool that is used for a company to get the best ranking amongst search engines, making their website easy to find when searching for a related keyword. Most of the time when someone uses a search engine they are looking for an answer to a question they have, so if a potential customer is searching “I’ve had a car crash, what do I do now?” then the results of the search should end up with web pages that are full of information about car crashes. This is done by linking a number of things.
- Keywords – These are words or phrases that match a potential customer query, it’s good to do some research into what keywords are most popular in the area you’re marketing for.
- Descriptions – also known as meta descriptions, these are short explanations of the content of the pages.
- URL – this is your web page name and how its structure matters. They should be relevant and simple, but as informative about the page as possible.
This is any information on the web that can be consumed that has the main goal of attracting Search Engine Traffic, content should be quality, never plagiarised, and always original. Rehashing the same content over and over again won’t get you any higher in search engine rankings. This is important when it comes to marketing strategies so you should always check the content that’s being created for your company.
When it comes to hiring a marketing agency, always check testimonials first and ask them if they will realistically be able to deliver what you want. It’s ok to be forward in this situation and no decent agency will get angry with you asking questions. Start with small campaigns and build up a relationship between the two of you and you’ll be able to see if it’s worth pursuing, having a good marketing agency on your side is one of the best ways to build and grow your business so don’t settle for anything you think isn’t brilliant.
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