How One Law Firm Achieved Success with Social Media and Email Marketing with McClatchy

Staying top of mind with clear legal marketing is important. When people need your firm, they need to know your name. One Florida law firm struggled with similar problems, leading to their partnership with McClatchy to reach and resonate with their audience.

Challenge:

Despite being among the top firms in the area, the struggle to reach victims of accidents and crimes that caused injury or death was difficult. Their firm needed a solution that resonated with potential victims before an incident occurred so that they would be the first firm the victim thought of when ready to seek the justice or compensation they deserved.

Solution:

The McClatchy team suggested attention-grabbing social media marketing and email creative that established the firm as an authority and provided the community with tips for preventing accidents.

First and foremost, their target audience was defined, and their most active platforms were identified — in this case, Facebook. From there, the strategies included targeting audiences with Facebook Carousel ads. These ads allowed the law firm to highlight multiple services they specialize in regarding accidents and injuries.

The firm delivered posts with content highlighting their expertise while reporting on local cases.

As for a targeted email marketing campaign, the law firm delivered e-blasts on domestic abuse, vacation 'nightmares,' and previous cases where they obtained verdicts of $24 million and $49 million. This was followed up with email newsletters that educated receivers on the frequency of accidents in common places people go to for enjoyment and entertainment.

Results:

Facebook paid ad campaigns achieved a 1.16% clickthrough rate (versus a .89% industry average). Facebook organic posts achieved 99% more engagement than before the campaign, with video being a major contributor. Email campaigns achieved a 21% view rate.

McClatchy's capabilities to help legal brands with social media, targeted email marketing, organic and paid social media strategy, and other digital campaigns extend beyond just one law firm.