Using the resources available from Google Analytics, you can pretty much track any of your legal web marketing efforts. In regards to direct mail, you can place a Quick Response (QR) code in your mailings, which is a special barcode that can be scanned with smartphones and other barcode readers. When the recipient scans your QR code, the data can be sent to Google Analytics for your analysis. A good way to get the consumer to scan your QR code is to tie in a promotional offer along with it.
Another method is to create an alternative, promotional web page on your site, and use Google Analytics to embed a tracking code on the page. This will track promotional traffic referred by the direct mailings. Be sure to place the promotional URL in the mailings! Adding both the QR code and promotional URL gives you a good chance of tracking the results. You also want to make sure you are adding parameters to the URLs that you create.
Tracking direct mail and other offline marketing campaigns can save you money and time. And, if you're already using Google Analytics for tracking your online marketing, you can view your offline results with the same account.
If you're not using Google Analytics and you'd like to, or if you want to have a professional look over your web marketing campaign, give us a call today at 888-886-0939. Foster Web Marketing has been incorporated since 1998, and our mission has always been to provide attorneys with all of their web marketing needs. Also, don't forget to download a copy of our book The 5 Biggest Mistakes 99% of Lawyers Make with Their Websites and learn how to avoid these mistakes yourself.