The Niche Brand
What We Did:
Marketing audit, Total marketing overhaul, Digital marketing, Content marketing, Product development, Demand generation
Description:
A leading provider of “litigation visuals” — visual aids used by trial attorneys to maximize their case outcomes — had maintained an 8-10% average annual growth rate for more than two decades. However, it also lacked a coherent marketing strategy, with budgets and strategies shifting monthly. Our goal was to develop a marketing vision and amplify the company’s client acquisition.
We conducted a marketing audit of the company to identify areas for potential growth. This included segmenting the company’s target audience and prioritizing outreach. We also investigated how their target customers consumed information, as well as potential pain points that weren’t being addressed in their marketing content.
Over time, we made incremental changes to the company’s website, adjusting copy to focus on their value proposition, as well as incorporating terminology relevant to attorneys. This led to improved search engine optimization (SEO). Over the next year, leads generated through SEO tripled.
Email marketing played a cornerstone in their lead generation. We introduced strategic changes to their marketing copy and videos to make the content more impactful. This channel was already generated a large proportion of the company’s leads. However, these changes cause the conversion rate for those leads to jump nearly 10%.
We also reoriented the company’s advertising strategy, focusing on placing the company’s messaging in places where their target customers were most likely to engage. Their search engine marketing (SEM) was so successful in 2021 it was one of the highest sources of leads, trailing only email marketing and returning customers. In addition, we honed in their audience filtering for social media advertisements, improving reach and frequency among relevant consumers.
Moreover, we leaned on data to iterate and improve the marketing strategy. For instance, we ran regression analyses on the company’s marketing mix and found a bottleneck in their marketing strategy. By investing more in brand and need recognition advertising, they would be able to acquire and convert more leads. And that’s exactly what happened.
In addition, we investigated the company’s per-project revenue and identified a product development opportunity that is now in production.
At the end of 2021, we evaluated our progress. Lead conversion rate jumped from a yearly 20% average to over 27%. And where revenue normally grew 8-10% annually, that year it skyrocketed nearly 25%. We had increased their marketing budget that year by around $32K and had been able to generate over $500,000 in additional revenue — an ROAS of over 1,800%.