Bernstein Law Marketing - Law Firm Marketing
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NO. 03 Kaleidico Digital Marketing KALEIDICASE STUDY The Bernstein Law Firm
description
The Sam Bernstein Law Firm engaged Kaleidico to re-engineer their Google AdWords PPC strategy and execution, as well as jumpstart their social media channels. One of the things that Kaleidico prides itself in is our ability to energize clients in-house marketing programs with new ideas, tactics, and strategy. This was precisely the role we filled for The Sam Bernstein Law Firm. // Google AdWords/PPC Campaign Strategy & Management During this engagement we re-engineered a very large Google AdWords PPC account. Kaleidico restructured several existing campaigns and created new optimized Ad Groups and campaigns, creating a more manageable and scalable AdWords PPC campaign architecture. Our engagement was successful in pruning thousands of underperforming keywords, ad text, and campaigns. As a result, this law firm immediately experienced increased profitability and improvement in the quality of their overall PPC lead generation campaigns. // Social Media Strategy & Design In addition, our engagement included a social media marketing program. As a part of this engagement Kaleidico focused on crafting an overall social media strategy, building the editorial calendar manage its consistent execution, and design assets to deliver engagement. A portion of this social media strategy was to create an engaging safety tips image posting campaign on Facebook. This, in addition, to several other like editorial strategies quickly gave the Call Sam Facebook Fan Page 6x growth in a short 30 days. // Sam Bernstein Law Infographics Finally, Kaleidico created a full inventory of educational infographics for The Sam Bernstein Law Firm to reinforce their philosophy of producing valuable educational content into the market, hoping to reduce personal injury.
Transcript of Bernstein Law Marketing - Law Firm Marketing
NO. 03Kaleidico Digital Marketing
KALEIDICASE STUDYThe Bernstein Law Firm
The Challenges | 1
THE CHALLENGES
• Humanize and improve the client’s imagewith branding and content
• Enhance the client’s social media presence
• Improve performance of the client’s
paid search engine marketing
The Background | 2
Numerous stereotypes persist for trial lawyers, most of which
aren’tparticularly kind. This client approached us looking to soften
their brand’s image while still portraying their firm as aggressive enough
to fight for their own clients. Further, this client was experiencing
increased pressure from competitors in their marketplace, and our
expertise was sought to improve the performance of their
pay-per-click (PPC) advertising efforts.
The Background
The Solution | 3
THE SOLUTIONSocial Media, Messaging Strategy, Blog and
Custom Content, Paid Search (PPC)
The Solution | 4
The Solution
To help convey the client’s self-styled portrayal as a civic-minded,
family-oriented personal injury law firm, Kaleidico first began a
social media campaign aimed at educating the public on how to
avoid injury in the first place. These came in the form of several
content series’, featuring tailored branding elements on Facebook
containing shareable public safety tips, timed to coincide with
an increase in summer usage of automobiles and personal
watercraft. These were then syndicated across social channels,
and supported with select, low-dollar, paid promotions.
The Results | 5
THE RESULTS
The Results | 6
The Results
Through branded educational posts to Facebook and Twitter,
inspired by both new and repurposed content, positive engagement
on social media channels increased, as did the frequency of
shareable, branded materials.
On the paid search front, Kaleidico discovered several important
keyword opportunities that were previously absent from the firm’s
campaigns. We had isolated specific search language used by
customers (the firm’s clients) that the firm wasn’t aware of.
This was another case where one of Kaleidico’s maxims--that
customers don’t always talk about your brand the same way that
you do--proved accurate. These previously neglected search terms
opened new PPC opportunities that continue to yield quality leads
and cases to this day.
