Rain BDM blog post
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HOPE IS NOT A STRATEGY – THAT’S WHY WE HELP FIRMS MONITOR AND TRACK THEIR MARKETING INVESTMENT.
Too often, firms commit to marketing activities without setting realistic expectations or establishing metrics to evaluate progress and success, what we call accidental marketing.
Accidental marketing is wasteful, inefficient, and can threaten your brand. The good news is that between various web and cloud-based tools (many of which are free) and your firm’s own systems, you have access to all the resources you need to properly manage and measure your marketing efforts and make educated decisions.
Because so much of a firm’s marketing activity funnels through its website and social media presence, diligent monitoring of visitor traffic, engagement, and conversion is an absolute must, robust applications such as Google Analytics and LinkedIn Company Page Analytics can be especially useful.
For offline marketing activities, phone tracking, RFP results and feedback, call handling and new matter inquiry tracking shine a light on what works, what doesn’t, and what needs to be improved. Similarly, client reviews and interviews – conducted by the firm or by a Rain BDM consultant – shed light on effective best practices and ways to strengthen valuable relationships.
Having a well-designed set of marketing dashboards populated by accurate data allows you to answer meaningful questions like:
- How are our marketing activities performing, both today and over time?
- How do we adjust a given marketing initiative to improve results?
- Are we properly deploying our marketing resources?
- How do we prioritize our marketing efforts?
- Most importantly, do our firm’s marketing tactics drive bottom-line results?