1. Measuring the effectiveness of
your firm’s online marketing
Adam L. Stock
Director of Marketing & Business Development
Allen Matkins

2. Background
• AmLaw 200 firm – 220 attorneys
• B-to-B firm focused on growing brand & referrals
• Measured the cost/benefit of different methods of
exposing clients and prospects to our brand

3. Your sales pipeline describes how you get business
Loyal
Strangers Friends Clients
Clients
 How you move prospects through your sales pipeline defines
your marketing and business plan

4. AdWords: MESOTHELIOMA LAWYER
$99 per click
(now $255 per click)

5. Optimizing your online marketing spend
Cost
Audience qualification

6. AdWords: Accident Lawyer
$8 per click

7. Directories
$1-5 page view

8. Website, Blogs, Content Syndicators
Website/blog:3-17¢
Syndicators: 7-75¢

9. Impressions are increasingly driven through
blogs and media syndicators
Impressions/Page Views

10. Impressions are increasingly driven through
blogs and media syndicators
Impressions/Page Views

11. What is the cost per view?
Aggregated data from four AmLaw 200 firms
Cost / View
Website $0.03 - $0.10
Blogs $0.06 - $0.17
Syndication $0.07 - $0.75
Directories $1.25 - $5.00

12. Summary
1. Measuring is important
2. Distribution of good content is driving growth
3. Think about relevant messages for your audiences