Case Study
DarrasLaw
YEAR FOUNDED: 2010
SIZE: 5 attorneys
SCOPE AND SERVICES: Disability Law
The Challenge
Even though the firm has a storied history of success, DarrasLaw wanted to continue growing. The firm was looking to strategically raise awareness of their brand and services among higher-end customers. But they needed to find an audience that didn’t simply fit the “high-value” label, and was also large enough to be financially viable and able to be effectively reached online.
The Solution
The FindLaw team established key demographics of the firm’s ideal clients, which helped them identify nurses and certified nursing assistants (CNAs) employed in the United States as the target audience for a new integrated marketing campaign. Not only was this audience large enough to justify the effort, FindLaw discovered that there was a vast community of nurses online actively discussing the struggles and joys of being a nurse.
Unique people reached on Facebook
Post likes and comments
Post shares
Increase in blog traffic
“We’ve seen increased leads from nurses who wanted us to represent them. FindLaw’s personnel were creative, really thorough and terrific to deal with. We are definitely doing another campaign in the near future. ”
“We’ve seen increased leads from nurses who wanted us to represent them. FindLaw’s personnel were creative, really thorough and terrific to deal with. We are definitely doing another campaign in the near future. ”
Frank N. Darras
The strategy
How we did it.
A multi-channel content marketing campaign was designed to reach nurses and CNAs with targeted content and paid social promotion. The campaign spanned Facebook, popular nursing blogs and even organic web searches. The campaign ran over a 10-week period to position DarrasLaw to the nursing industry as an authority and to build engagement with this community.
CONTENT ANALYSIS
FindLaw research identified several topics that had received high-volumes of social shares, comments and inbound links among the target audience. These topics were included in the content plan.
CONTENT CREATION
FindLaw created multiple unique pieces of relevant content including long form blog posts, Q&A interviews and an infographic.
INFLUENCER OUTREACH
Popular nurse bloggers were contacted for quotes and contributions to DarrasLaw’s content campaign, which helped increase content visibility and the credibility of the firm’s posts.
TARGETED SOCIAL ADS
Targeted Facebook advertising optimized the firm’s content distribution. Paid social media posts placed DarrasLaw in front of an audience that was ready to read, share and engage with their content.
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