“Marketing doesn’t work.”
When Joel was first referred to us he started the conversation by saying, “I’ve tried everything, and marketing doesn’t work.”
He said, “We’ve tried outsourcing our content marketing for 6 months with a company that did blog posts and we didn’t get anywhere. Before that, we had an SEO company come in and do backlinks and SEO and that didn’t work. We’ve paid for Ads and we didn’t get any good leads. We even hired someone internally to do admin work and manage our social media and we could never attribute a single deal to marketing.”
What we found.
We conducted a site audit and review of the practice’s past efforts and current setup.
What we found was the equivalent of yo-yo dieting in marketing form. Their website was built on a platform that was incompatible with Google search. Their content was sporadic. Their SEO company had employed some “grey hat” tactics and the resulting links were doing more harm than good. They sent emails on one platform where they never verified their sending domain so their emails largely went to spam. The emails they did send were long, wordy, and generic. They had no one at the helm of the ship, so while many efforts were made, none were made in a concerted and strategic way.
How we helped:
Step 1:
We rebuilt their website in WordPress and structured the site to be great for humans AND bots. (schema markup, meta tags and descriptions, XML site mapping, Google analytics, Search console, on-page SEO and off-page SEM)
Step 2:
We created a content calendar that looked at quarterly objectives and target markets and based topics on SEO research and insights into their competitors and partners.
Step 3:
We optimized all their social platforms and energized engagements.
Step 4:
We got a video schedule together to reinforce the content topics.
Step 5:
We looked at everything they were sending out and addressed some seriously outdated assets that were undermining their credibility with poor design and content.
Step 6:
We optimized their use of their CRM to get ready for their first prospect and client nurture workflows
How long it took to change the tide:
At 3 months of regular content, video, emails, social posts and SEO work we started to see their site traffic, keyword ranking and online engagement increase notably.
At 6 months we added paid search and promoted YouTube placements
Shortly thereafter the sales team started to get unsolicited calls from all over the country about their practice.
At 9 months we were able to track a significant increase in open rate and social engagement as well as specific campaigns that turned MQLs into closed won deals.
At a year the flywheel was working smoothly and well bringing in a steady flow of highly qualified leads (between 4 – 8 per month) which was the most the client could handle.
In fact, they had to bring in another attorney to handle the increase in cases.
We have been working with this particular client for 3+ years. Their domain authority has risen so their cost per click has fallen making their ad dollars go farther.
Their organic ranking for search places them on the first page and the first position on google searches for the expertise and many other “how do I “what happens if” types of questions that position them as thought leaders in their field of expertise.
We continue to reach out to new markets, new demographics, to structure their site and SEO to drive traffic to stay longer, learn more, build trust and become clients.
