What to Measure in Paid Media
By: Zach Parker
Legal

Paid media is no longer just for advertising professionals. From sponsored content and social media advertising to pay-per-click and display ads, there’s no shortage of opportunities for your law firm to promote content and drive exposure through digital paid media. The most successful paid media plan is one that reinforces your efforts in owned, earned and shared media as part of a comprehensive strategy that generates new business leads for your firm. However, with dollars and cents on the line, ensuring that your firm is getting the most bang for its buck is essential. Here are some tips on measuring different types of digital paid media.

How to Measure an Email Marketing Campaign

Have you ever wondered why you get so many emails from retailers, restaurants and other businesses? The simple answer is because they work. While it’s easy to complain about a cluttered inbox, the fact of the matter is email marketing that is valuable, informative and interesting to your target audience is a necessary inclusion for any successful paid media plan.

While measuring email marketing, it can be easy to get fixated on the subscriber count but a large number of subscribers is meaningless if they aren’t reading and engaging with your firm’s content. Open and click through rates are much more important for measuring an email marketing campaign. According to Mailchimp, the average open rate for legal marketing campaigns is 22 percent, while the average click through rate is 2.81 percent. Improving open rate could be as simple as tweaking the subject line to something more catchy and relevant, while click through rate is dependent on the interest in your firm’s content. Since law firms provide a wide range of services, consider segmenting your list based on audience interest and need rather than sending all subscribers the same content.  

How to Measure Pay-Per-Click Advertising

As the home of all of your valuable content and contact information, your website is a great centralized hub for your firm and an ideal location to drive prospective clients. Pay-per-click advertising is one of the easiest and most effective types of paid media for driving traffic. Your firm promotes a link and pays a fee each time someone clicks on it. Incorporating keywords relevant to your firm’s services can put your ad directly in front of those who are already searching for it. 

The price of pay-per-click advertising varies depending on the value of your selected keywords, so return on investment is one of the most important measures to track. While many ads can be had for as little as a few dollars through Google Ads, more competitive keywords can exceed $50 or more per click. However, the consistent use of relevant keywords in ads and content marketing practices will also improve your firm’s Google Quality Score, providing more ad clicks at lower costs. Hubspot Agency Digital 22 offers a simple formula for calculating pay-per-click advertising ROI: (Revenue – Cost)/Cost x 100 = ROI %. 

How to Measure Social Media Marketing

Available through Facebook, Instagram, Twitter, LinkedIn and other notable platforms, social media advertising, or paid social, is your firm’s ticket to reaching a targeted audience with a genuine need or desire for your services. After client research provides a better understanding of who your firm is trying to reach, social media ads can be delivered to an audience based on location, spending habits or personal interests. Depending on where a lead is in the buyer’s journey, paid social campaigns can be used for prospecting, retargeting or converting potential clients. 

While having your message seen organically in the buzzing highway of social media can be a challenge, determining the audience for your paid social media marketing is entirely up to you. With posts being seen by a targeted audience, increased likes, comments and shares is a reasonable goal to measure but for the purpose of improving leads and conversions, tracking the results of your call-to-action is more important. Whether it’s a link to click, phone number to call or something else, are people taking that next step after seeing your ad? If not, your firm is either targeting the wrong audience or sharing content that isn’t relevant. 

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Improving Leads and Conversions Starts With Goals

If improving leads and conversions is what your firm is after with paid media, it all starts with setting goals. Not only do these goals tell you exactly what you’re trying to accomplish, they also provide a benchmark for measuring paid media. As your firm increases its number of leads through e-marketing, social media ads and other paid tactics, your goals will likely shift to close the deal and secure a new client. Maybe you start a new segmented email campaign or retargeting social media campaign to provide unique content specifically to your most qualified leads.

Whether it’s a brand new visitor in the early stages of the process or a qualified lead who is ready to do business with your firm, it’s your job to be the guide for those traveling along the sales journey. Since different types of paid media will find users at different stages of the journey, tracking their progress will reveal the success of your efforts or any changes that need to be made. Of course, not every new lead is solely because of an optimized landing page, social media ad or email, but it’s still important to measure those that were driven by paid media to determine your ROI.

It’s no secret that today’s media influx has made it difficult to get your firm’s message heard organically. However, it has also provided a flow of paid media techniques to promote it. With your target audience constantly being bombarded with content from other businesses, paid media is your firm’s ticket to generate leads and drive conversions. Developing an integrated strategy of paid media and content marketing that increases leads and cases is the goal of our SAME 4-step strategic process. If you’d like to learn more about how measuring paid media can create results for your firm, let’s chat. 

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The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

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We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

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