Case Study: 26% Revenue Growth Through Strategic Marketing: Family Law Firm

Author: Michael Scorcia Category: Marketing Case Studies Date: February 2, 2018

OVERVIEW

A New Jersey family law firm has been helping families with their legal affairs for nearly three decades – specializing in family law cases including divorce, custody & parenting time, alimony, child support, and executive compensation distribution. The firm, which has offices in Morristown and Flemington, New Jersey, is comprised of a team of compassionate listeners who are determined to advocate for their clients’ rights as they work to achieve the best possible outcomes.

The firms’ attorneys understand that family law can be emotional and difficult. As a result, the firm has earned a reputation for compassion and understanding while remaining steadfast in its mission to offer judicious counsel and guidance – all while moving clients toward the best course of action. Each attorney is familiar with his or her clients’ unique stories, which gives them a thorough understanding of the particular facts, dynamics, and timelines of each individual case.

THE CHALLENGE

The firm has had a successful track record of helping families move forward with their lives for quite some time. After years of establishing itself in Flemington, New Jersey, they recently opened an office in Morristown and became interested in increasing its brand awareness in Morris and Hunterdon Counties.

Paradigm was hired to develop a well-rounded marketing strategy that would coordinate efforts between all marketing vendors and the client’s internal resources. The goal of the plan was to build brand awareness in Morris County; position the firm as a thought leader in its industry; increase website traffic and social/digital engagement; and develop a marketing system that would drive leads to the firms’ website.

They also requested a system for measuring the firm’s progress so it could see exactly how much of its growth could be directly attributed to these new marketing efforts.

TAKING ACTION

To begin, Paradigm listened carefully to the firm’s needs through weekly calls with internal team members and marketing partner Peak Inbound Marketing, which specializes in PPC and SEO services. We then developed, executed, and monitored a cohesive marketing strategy that introduced automation in an attempt to streamline campaign initiatives.

Each initiative focused on brand building, new prospect acquisition, thought leadership, and/or prospect re-engagement:

• Ad campaigns
  • Focus: Brand building and new prospect acquisition
• SEO/PPC
  • Focus: New prospect acquisition
• Social media marketing
  • Focus: Brand building, thought leadership, new prospect acquisition and prospect re-engagement
• Webinar series
  • Focus: Brand building, thought leadership, new prospect acquisition and prospect re-engagement
• Email drip campaigns
  • Focus: Thought leadership and prospect re-engagement

Graphic design was another strong proponent of the campaign, which Paradigm created for the purposes of ad promotion, event marketing, web updates and branding changes.

Finally, we worked to develop a cohesive metrics reporting strategy that covered all parts of their new marketing campaigns, but most importantly website, social media, and ROI data. The purpose of this metrics reporting strategy was to provide the team with a solid understanding of their return for every dollar spent on marketing, plus it gave them a repeatable process that could be measured monthly so that we could help guide and inform them on their marketing decisions going forward.

RESULTS

The firm experienced a remarkable increase in business gross revenue – up 26% from the prior year. The firm’s success can also be clearly seen in its vast increase in website traffic over the past year, which was highlighted in our metrics reporting along with several other notable figures:

• 89% increase in unique users to website
• 73% increase in site sessions
• 305% ROI
• 72% increase in social media impressions