How Lawyers Can Measure Copywriting Success
At the end of each year, I recommend you take the time to measure your copywriting success. Doing so will help you put the right amount of time, money, and energy into an effective copywriting campaign. So, how do you determine if your yearly copywriting campaign has been successful? Read on to learn more.
What Should You Measure?
When you first develop your content marketing campaign, identify which copywriting tools (ex- webpages, blog articles, newsletters, and press releases) you should utilize to promote your law practice online. Once you determine the tools you will use, determine how you will measure its success.
Below I have listed the 4 primary values we use to measure our client’s copywriting success. Though the values may not apply to you, I highly recommend you review them.
1. Content Views
Measure the number of page views your publications received throughout the past year. Take this value and compare it to the previous year. This will help you identify whether or not your copywriting campaign outperformed the campaign from your previous year. If your online publications received more views in comparison to prior years, then analyze which methods lead to your success. You should use such methods to help you continue to increase your page views.
Additionally, measure the number of views a particular webpage, blog article, press release, or newsletter publication received throughout the year. Once you determine the number of views each copywriting outlet received, compare that number to your previous year performance to measure success.
If you notice that particular copywriting tools, such as blog articles, had higher views than the previous year, you should analyze what went wrong so you can increase your page views. The same applies to other copywriting tools that you use.
2. Social Media Shares, Likes & Comments
In addition to measuring your page views, factor in how many social media shares, likes, and comments your publications received throughout the past year.
If you identify trends of certain publications outperforming one another, analyze which methods you are utilizing that produces positive results so your other publications can perform equally as well if not better.
3. Search Engine Visibility
Measure how well your publications performed in search engines such as Google or Bing. For example, did your search engine page rank increase throughout the past year or decrease.
Take a look into which pages rank the highest on search engines and analyze the reasons as to why. For example, do the publications have a high number of backlinks, page views, and/or social shares that make the page rank higher? Analyze this data and find out how you can use it to make improvements on your other pages that are not performing well in search engines.
4. Conversion Metrics
Most online marketers tend to analyze conversion metrics. Determine which type of publications produce new client leads and/or conversions. If you notice that your blog articles outperform your newsletters when it comes to new client lead conversions, analyze the success factors as to why this occurs and use it to increase your newsletter leads/conversions. You can use Google Analytics to create and track conversion metrics.
I hope the tips above help. As we enter into the New Year, set benchmarks/goals pertaining to your copywriting success for 2014. For example, if you want to see a spike in your blog page views, develop copywriting methods that will help you reach that goal.
The staff of San Diego Esquire wishes you a happy and prosperous 2014!