Digital Marketing for Law Firms
About the Client
Maryland Divorce Mediators is a Baltimore-based divorce mediation firm that specializes in ‘Collaborative Divorce Law’ – a concept where couples utilize mediation professionals to problem solve, rather than fight in court. Founded in 2017 by E. Jacob Wolf, a Baltimore area attorney, mediator, and business professional who knew there must be a better, cheaper way for couples to navigate the divorce process, MDM helps resolve disputes including child custody, alimony, child support, dividing retirement assets as well as assisting in drafting comprehensive separation or divorce settlement agreements.
What They’re Saying
“The team at Further Insights has been crucial to transforming my small, niche professional practice into a booming business. As a lawyer and MBA, I knew that my practice model was strong and could make waves in the market, but I did not have the know-how or wherewithal to reach my audience efficiently. Further Insights worked with me to understand the potential clients I was looking for, and developed strategies rooted in hard data to connect me with those people. My process—which continues to develop every month with their assistance— has gotten stronger, leaner, and more efficient, allowing the business to grow and drive down my cost of client acquisition.”
The Background
Further Insights works with Maryland Divorce Mediators to drive brand awareness and increase leads through a variety of digital marketing initiatives. At the outset of the engagement, Further Insights conducted a comprehensive analysis of MDM including a digital infrastructure audit, market research, competitive analysis, and keyword research to gather as much data and insight before implementing any active campaigns.
Based on this analysis it was determined that the client website was dated from a design, usability, and Search Engine Optimization (SEO) perspective. Additionally, the client did not have a digital Customer Relationship Management system in place. Furthermore, while the client had been running Google Ads, there was certainly room for improvement.
FI led the rebuild of the client’s website, set up a comprehensive digital infrastructure rooted in data, and continues to maintain and optimize these based on best practices and emerging digital requirements. The client is set up on and actively using best-in-class CRM Hubspot to track deal flow and customer relations. Additionally, FI has been able to dramatically optimize existing paid search campaigns on Google Ads and launch supporting retargeting campaigns on Facebook, driving a significant decrease in the cost per customer acquisition.
The Results
Website Engagement
Prior to a Further Insights-led website overhaul, MDM was not fully set up to track website traffic and related analytics. With the proper infrastructure in place, the client has insight into who is visiting their site and continues to see a significant increase in website traffic, engagement, and conversions.
Ads
Search
In implementing an infrastructure and strategy overhaul for the client’s Google Ads efforts, FI has been able to help the MDM better understand the efficacy of their paid search efforts. From setting up conversion tracking and attribution to developing a comprehensive keyword strategy rooted in an iterative data-driven approach, we’ve seen a dramatic increase in leads while achieving a significant decrease in costs.
Social
In addition to paid search, FI has introduced paid social to the client’s digital marketing mix. A multi-pronged Facebook Ads approach has led to a dramatic increase in Marketing Qualified Leads through both direct targeting and retargeting campaigns.
Customer Relationship Managemnet
As a certified Hubspot Partner, Further Insights has instilled a data-driven approach into all phases of the MDM’s business and helped them better understand the full lifecycle of a customer from initial lead all the way through to satisfied customer. Leveraging this software has streamlined the client’s ability to track where potential customers are in their funnel, unlock trends, and better communicate to nurture leads into deals. Additionally, Hubspot reporting continues to provide the client direct insight into which marketing channels are driving the best, most cost-effective outcomes.
