Are you focused on the easy when it comes to Internet marketing? Clicks, views, subscriptions, and followers when measuring your marketing success with websites, blogging, and other social media.
Rather than focusing on something easy, widely respected marketer, author, and speaker, Seth Godin suggests that you ask:
What is it that you hope to accomplish? Not what you hope to measure as a result of this social media strategy/launch, but to actually change, create or build?
Focus on the real goal — where do you want to be at at the end of the day, not on numbers, per Godin.
An easy but inaccurate measurement will only distract you. It might be easy to calibrate, arbitrary and do-able, but is that the purpose of your work?
I know that there’s a long history of a certain metric being a stand-in for what you really want, but perhaps that metric, even though it’s tried, might not be true. Perhaps those clicks, views, likes and groups are only there because they’re easy, not relevant.
Law firm business development and marketing will always be measured by growth in business. The same is true with Internet marketing.
- What business have we retained from existing clients?
- What new business have we realized from existing clients?
- What business have we realized from new clients?
- What business have we gleaned from new industries or areas of law we have not worked in before but for which we developed a strategic plan to get after?