VITRO DIGITAL HELPS XYZ BECOME A MARKET LEADER IN A COMPETITIVE LAW FIRM INDUSTRY
A New York City Law-Firm find their edge online in a competitive environment
Background
The New York City law industry is highly competitive with high volatility in client acquisition and challenges in meeting the operational costs of running a successful legal services business. Our client XYZ Law Firm approached us with some key issues. The company was unable to generate enough leads to sustain its business and the cost of client acquisition was quite high. The ongoing costs of operations such as office rents and administrative expenses put great pressure on the company management to generate predictable and stable income.
Key Objectives
- Create awareness about the firm and its services in the New York City
- Generate leads in a predictable and cost-effective manner
- Increase the number of leads generated for the firm each month
Strategies Used by Vitro Digital to Meet Client Objectives
Before the initiation of any marketing campaign, the first task is to study the best target market that is most likely to convert for the business. Since our client specialized in legal separation services, we decided to target clients based in locations that had the highest divorce rates. The market was further defined using other demographic variables such as age, income, and gender.
After identifying the target market, the next step was to map the client journey right from clicking the advertisement to sales closure.
Step 1: Ad Creation and A/B Testing
The first step was to create an engaging video advertisement that showed how our client solved legal separation issues for clients and was willing to offer help for free. Two different video versions were run to determine which version performed better and gave a higher return on investment.
Step 2: Retargeting
After the initial preview of the ad to a selected audience, retargeting was used to show them newer advertisement versions that offered higher value and had a well-defined call to action in the form of a landing page with the legal consultation form. This step had a 30% conversion rate.
Step 3: Automated Lead Generation
Since step 2 had a 30% conversion, we decided to enhance lead conversion automatically by using retargeting through an automated Facebook messenger bot that interacted with those customers and collected all the data.
Results
The results were recorded between April 12 and May 27, 2020.
- Ads reached 50,000 people.
- 43 leads were generated with a cost per lead of $6.99.
- Budget spent = $717
- Average Value of Each Lead = $1,000
- Total Cost of Leads Generated = $43,000
- Number of leads closed in the first month = 12
- Revenue generated in the first month =$12000
Our client is happy with the results and has decided to work with us in the long term. Our marketing campaign helped the client in ensuring a predictable flow of monthly leads with an income of $12,000 generated in the first month.
