In 2024, a family law firm approached us with a new set of clear business goals: to increase their client base, improve client retention, and strengthen their digital presence. Having worked with us for two years, they were looking to take their digital marketing efforts to the next level. We collaborated closely with the firm to develop a tailored strategy that would help them achieve these objectives and deliver measurable results.
The Strategy
To meet the firm’s objectives, we designed a marketing plan focused on building long-term engagement, generating high-quality leads, and converting potential clients. Below is an overview of how we structured their campaign:
Quarterly Webinars: Establishing Authority
The firm hosted four webinars throughout the year, each designed to provide valuable information and insight into family law matters. These webinars not only helped build the firm’s credibility but also acted as key drivers for lead generation and client engagement. They were strategically planned around common client concerns and legal issues, ensuring that the content resonated with the target audience.
Comprehensive Webinar Campaigns
To maximize the effectiveness of each webinar, we implemented a multi-channel marketing campaign that included:
- Lead Generation Ads on Meta
For each webinar, we launched targeted lead generation ad campaigns on Meta (Facebook/Instagram), focusing on both new and retargeted audiences. This approach allowed us to reach a wide range of potential leads while also engaging those who had already shown interest in the firm’s services.
- Email Marketing
We used the firm’s existing database to send strategically timed emails before and after each webinar. These emails were designed to build anticipation, drive registrations, and remind attendees about the live sessions. After the webinars, follow-up emails provided valuable takeaways, keeping the firm top of mind for participants.
- Social Media Content
A consistent stream of posts and videos promoted each webinar. We used engaging visuals, clips from past sessions, and client testimonials to encourage sign-ups and generate excitement. Social media played a crucial role in amplifying the campaign and driving traffic to the registration page.
4. Budget Allocation
To ensure effective reach and maximize impact, the firm allocated $1,200 for each webinar, following our recommendations for focused, intentional ad spend. While a high budget isn’t always necessary, being strategic with resources is key to achieving results.
To ensure effective reach and maximize impact, the firm allocated $1,200 for each webinar, following our recommendations for focused, intentional ad spend. While a high budget isn’t always necessary, being strategic with resources is key to achieving results.
The Results
The results of these concerted efforts showcase the power of a strategic, multi-channel digital marketing approach:
- Registrants: A total of 286 people registered for the webinars. While not all registrants attended, the webinar campaigns significantly expanded the firm’s database and introduced them to a wider audience of potential clients.
- Leads and Consultations: Out of the 286 registrants, 17 individuals reached out to the firm for consultations. Importantly,8 of these were qualified leads:
- 5 clients retained services
- 3 had consultations but chose not to retain services
It’s worth noting that the 9 leads who did not convert immediately still represent future potential clients. As their legal needs evolve, many may return when the need for family law services arises.
- Revenue: From the 5 clients who retained services, the firm collected approximately $19,616 in retainer fees. This figure highlights the immediate financial benefits of the campaign and the value of long-term relationship-building with clients.
- ROI: With an ad spend of $1,200, the firm achieved a return on investment of 1,534%. This result illustrates how effective the strategic ad placements, targeted audience, and content-driven engagement were in converting interest into actual revenue.
Insights and Lessons Learned
One of the most important takeaways from this campaign was the power of consistent effort. By committing to quarterly webinars and maintaining a regular schedule of promotions and content, the firm was able to build sustained engagement over time. Consistency in content creation, promotions, and follow-ups helped keep the firm visible and top of mind for potential clients.
The combination of Meta ads, email marketing, and organic social media content ensured that the webinars received maximum visibility and interest. Each channel reinforced the other, creating a cohesive experience that encouraged registrants to take action and attend the webinars. This cross-channel approach proved to be more effective than relying on one platform alone.
By retargeting existing audiences and reaching new ones through Meta ads, we effectively filled the firm’s sales pipeline with qualified prospects. Meta’s robust targeting options allowed us to hone in on individuals who were more likely to be in need of family law services, ensuring a higher conversion rate from ad impression to actual leads.
Achieving Marketing Excellence
This case study underscores the transformative power of a well-executed digital marketing strategy. by using webinars to establish authority, paired with targeted advertising and consistent outreach, the family law firm not only expanded its client base but also achieved an outstanding return on investment.
At SocialEyes Communications, we specialize in crafting tailored digital marketing strategies that deliver measurable, real-world results. If your firm is ready to elevate its digital marketing efforts and achieve similar success, we’re here to help you navigate the path to growth and client acquisition. Contact us today at 1-888-762-1285 or email info@socialeyescommunications.com