With so many ways to market legal services, it can be hard to choose the right strategies for your law firm. Some marketing tools provide short-term results while others improve the results you achieve over time.
Blog monitoring is an overlooked strategy that helps you improve your marketing messages, acquire new clients for your practice, and learn more about your target audience.
What Exactly is Blog Monitoring?
Blog monitoring consists of the activities related to your content and its distribution. Having a system in place to monitor your blog helps you identify the elements that impact your marketing results.
Your blog’s visitors, traffic sources, keywords, conversion and bounce rates, and inbound links must be tracked in order to achieve the highest return on its investment.
Blog monitoring may also include tracking the blogs of your competitors. Seeing what works (or doesn’t) for other legal professionals gives you insights that improve your blog’s performance and search rankings.
Who are You Blogging For?
By monitoring your blog, you can track the number of visitors you receive and determine what messages resonate with them the most.
If you notice a sudden increase or decrease in blog visitors, you should identify what factors may have influenced this change. Marketing initiatives, media coverage, and website performance issues can impact this metric for better or worse.
Monitoring your blog’s audience helps you identify the blog posts that have generated a higher number of shares or comments.
This lets you focus on those topics and themes that will be more successful in the future while gaining a better understanding of who your audience is and what they need most.
Where are Your Blog Visitors Coming From?
In addition to search engine results pages, visitors may be referred to your site from social media posts, guest blog posts, industry websites, and other important sources.
You can identify the keywords that are used when visitors are driven to your blog. These keywords are entered into search engines and are used as the anchor text of inbound links that direct them to your website.
Having this information helps you optimize your blog so that you achieve consistent results.
Audience Behaviors and Activities
The actions that your audience takes when engaging with your blog’s content is equally important. Pageviews, bounce rates, and the time spent on your site can be used to optimize the design and performance of your blog.
The pageview metric lets you see the pages that visitors engage with after they’ve landed on your blog. Blog posts can use calls-to-action to drive visitors from one page to another.
Monitoring your pageviews helps you improve conversion rates and identify ways to improve those pages that have high bounce rates.
Bounce rates measure the number of visitors who leave your site after only viewing the page on which they landed. Combined with the pageview metric, bounce rates allow you to further improve the performance of your blog.
The time that visitors spend on your blog is another key metric to monitor. It’s not enough to generate traffic to your blog. You must keep visitors engaged through compelling and relevant content.
Without monitoring these and other metrics on your blog, you limit the results you achieve through your content marketing efforts.
What blog monitoring tactics have worked for your law firm? Are you struggling to generate more traffic and improve conversion rates on your blog? Let us know in the comments below.
Blog monitoring is an important strategy used in online marketing. But many law firms overlook this critical step when creating and managing their blogs.
Knowing the metrics that impact your law firm’s online success and understanding your audience will support your business objectives and provide greater value to your current and future clients.
