FULL SERVICE DIGITAL MARKETING
The Blue Line Law Firm
The Blue Line Law Firm (BLLF), specializing in criminal justice, accident, injury, and estate planning, recognized the need to grow their estate planning services. Despite previous efforts, this segment did not experience significant growth until SharpShell Digital implemented a targeted digital marketing strategy.
The success of BLLF’s estate planning campaign demonstrates the potential of a structured, data-driven digital marketing strategy. By scaling these efforts, the firm can establish itself as a leader in its field, attract diverse demographics, and drive sustained growth.
Key Strategies And Tactics
- Content Marketing
- Monthly blog campaigns addressing estate planning topics: Estate Planning Overview, Wills and Trusts, Special Needs/Disability Trusts, Probate.
- Email campaigns synchronized with blog topics to drive traffic and engagement.
- Social Media Integration
- Platforms leveraged for humor, education, and emotional connection.
- Seasonal themes such as “Estate Planning Horror Stories” for Halloween and uplifting narratives during the holidays.
- Unique campaigns like “Dumb Ways to Die” to engage younger audiences.
- Landing Pages and Search Ads
- Dedicated landing pages linked to each campaign topic, optimized for conversion.
- Search ads with estate planning-related keywords enhanced visibility and targeting.
Success Metrics
Audience Engagement
Social Media Growth
Success Metrics
Success Metrics: Tracking Engagement, Traffic & Conversions
Website Traffic
800 new visitors per month, highlighting increased interest and visibility.
Email Open Rate
47% (industry average: 32%), showcasing highly effective email targeting and content.
Click-Through Rate
1% (consistent with industry benchmarks).
Social Media Growth
Increased followers by 60%
Increased followers by 130%
Conversions
Consultations
Averaging 52 consultations per month, demonstrating the campaign’s ability to drive action.
Direct Phone Calls
Identified as the primary source of conversions, confirming client preferences for personal interaction.
Campaign Outcomes
By expanding the strategies implemented for estate planning to other services we were able to accomplish the following:
- Enhanced Firm Visibility: Broader awareness across legal specialties.
- Increased Conversions: Higher engagement through tailored, channel-specific efforts.
- Sustained Growth: Continuous pipeline of inquiries and consultations.