the marketing moment | issue 02

It's summer, and the heat is on, and so is the marketing! We have a fun second issue for you this month. Let's dive in and cool off!

This Month's Highlights

• The Rise of Dark Social | Sounds like the next Hocus Pocus reboot, but it's not, we promise! 👻

• Caring is Actually Good Business | Learn how other industry brands are using their commitment to clients to walk the talk. 🥰

• Want benchmarks for success in social media? 🤔 | Watch our FAQ Friday on measuring success with your new social media hire.

• The Cookie Monster: UTMs - Tracking Your Campaigns in a Cookieless World 🍪 | Find out why you need them and how to set them up.

The Rise of Dark Social

Dark Social sounds ominous, doesn't it? But it's really just social media marketing that isn't trackable via our traditional analytics platforms.

Typically, dark social shows up on your analytics platform as direct traffic and is hard to track because it's shared via private channels, like Slack, Microsoft Teams, text messages, DMs, and messenger apps. Our desire to be more privacy-focused has actually made us more apt to share content on more private channels.

So, why should you care about dark social? Well, if you're spending money on a marketing campaign, don't you want to be able to measure if it's worth the investment? Absolutely. And this is where dark social can throw a wrench in your plans since it's technically not totally trackable.

What should you do? For now, set up some UTM parameters and track everything you can. More on UTM parameters later in this newsletter.

More on Dark Social

Caring is Actually Good Business

We want to bring you a really great example of a brand that walks it like they talk it when it comes to caring for their clients and how their commitments are paying off.

We know that lawyers pride themselves on providing "Exceptional Client Service" because almost every single one uses this as a tagline on their website. (Ahem. If this is your tagline currently, please consider updating it.)

Thus, we wanted to share one of our favorite examples of what truly exceptional client service looks like with Chewy, an online pet supply company. Read the tweet below. ⬇️

The incredible part about this tweet is not this one singular client's experience. Instead, it is the sheer number of additional clients who responded to this tweet with similar experiences when they lost a beloved fur family member.

This isn't a single incident of exceptional client services - this is a badge of honor and pride by which the company lives and breathes. Can you say the same about your firm?

More on How Chewy is Mastering Customer Care

Want benchmarks for success in social media?

"Is that good?"

This is the most common question about social media metrics and KPIs. In other words, when we sit down to review metrics, data, and reporting, the first question every lawyer asks me is this one question.

So, this week, we decided to provide some benchmarks we like to see in our first 90 days of working with a firm to explain what we're looking to achieve and how we decide if retooling is necessary.

Related:
Marketing Metrics for Law Firms
What to Include in a Digital Marketing Audit
Hiring a Digital Marketing Professional for Your Team

The Cookie Monster: UTMs - Tracking Your Campaigns in a Cookieless World

Remember how way in the first section of this newsletter we mentioned UTMs could help you track dark social? Well, it's true.

But beyond tracking dark social, UTMs are the key to tracking your marketing campaigns in the privacy-first cookieless world we're all finding ourselves in.

UTMs are snippets of code that are added to the end of a URL that help tell your analytics platform how someone came to visit your website.

Here's an example of a UTM website URL.

And here is how these campaigns display in Google Analytics.

When you use UTMs, you can better track the copying and pasting of a website URL across platforms, like messenger, DMs, and Slack. Pretty cool, right?

We're personally a pretty big fan of Google's UTM builder and tools like Bitly and Rebrandly to make all our UTM branded links look pretty. From long gnarly link to pretty link.

Learn How to Leverage the Three Most Common Email Formats to Attract Attention

This month we launched a brand new video on email marketing for lawyers and launched a free sample pack of our favorite email formats for crafting attention-grabbing email campaigns.

Need some help building a better email campaign, then download our email sample pack to start realizing the full potential of email marketing for your firm.

Download the free sample pack here.

We want to hear from you.

Don't forget to weigh in with your input on the most cliché / overused marketing copy for law firms. We want to hear it!

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