Lead Generation for the Legal Industry
Case study.
Changing brand image (building trust and image of an institution that understands and helps)
Presenting the brand as a reliable, trustworthy partner
Acquisition of 50 leads per day (first target to be quantified, at the beginning of cooperation) for max. 10 PLN/piece
Increasing the quality of leads, which was understood to mean minimizing inquiries from those already in judicial proceedings, as well as eliminating duplicates.
Challenges
Lack of confidence in companies in this industry (debt relief)
Content requiring knowledge of industry nuances
Communication barrier (difficult service addressed B2C)
Target group lacking expertise Leads of poor quality.
How we did it
Simplifying the message
We have opted to communicate in plain language, putting the ordinary person with a debt problem who is seeking professional advice at the center.
The communication was based on several thematic blocks:
- know your rights as a consumer
- check what a debt collector is allowed and not allowed
- react before it's too late
- check what others are saying about us
- regain peace of mind because you have the support of professionals
Open dialogue with the audience
In addition, instead of deleting negative, generalizing comments, we focused on discussion and referring to success cases and explaining that disappointment over the ineffectiveness of other companies in the industry cannot give grounds for lumping us together.
Moderation on this profile was quite a challenge, as it sometimes required patient translation of professional terms and certain legal aspects related to debt relief, debt spirals, consumer bankruptcy.
Acquire 50 leads per day for max. 10 PLN/piece.
Top of funnel: cold traffic generated based on behavior and interest, including: debit card, selected banks, financing, etc.
Message: expert content, reviews, knowledge sharing, advice
Retargeting: based on activity on Facebook and on the website
Message: reviews, successes (number of cases won, amounts saved for clients, commissions recovered)
After three months of conducting activities at the top of the funnel, we launched conversions and FB lead ads. The result for the next 3 months:
daily more than 60 leads, cost: 5-7 PLN/piece.
Increase the quality of leads
All of the activities in point 2, and on top of that:
Use of exclusions (people who have sent a message to the site, people who have already left a contact).
Removal of all creations about "debt collectors" from the communication, so as not to accumulate the audience involved in this topic.
Effects
The success of these Facebook activities was determined by the presence of the target group on this channel and the ability to target it quite accurately, using the options available in the ad manager and the right creative. Paradoxically, Facebook's sensitivity to the creations that spelled the topic of debt relief, finance, etc. meant that we did not have much competition, the cost of reaching the target group was quite attractive.
