King & Siegel LLP

About Project

After establishing their own law firm focused on employment and consumer law, King & Siegel found themselves faced with a question nearly all businesses experience in their quest to maximize profits — how do we create a sustainable and steady stream of incoming leads? And more specifically, how do we increase the number of leads for high value cases that fall within our areas of expertise?

Client website
Category
Strategy & Execution
Client
King & Siegel LLP
date
March 2019
6.02%
Conversion Rate
100+
Leads Created
150k+
Impressions
our Approach

Work Process

6.02%
Conversion Rate
100+
Leads Created
150k+
Impressions
01

The Challenge

After establishing their own law firm focused on employment and consumer law, King & Siegel found themselves faced with a question nearly all businesses experience in their quest to maximize profits — how do we create a sustainable and steady stream of incoming leads? And more specifically, how do we increase the number of leads for high-value cases that fall within our areas of expertise? To answer these questions, King & Siegel turned to digital marketing and began running ads on their own in an attempt to generate qualified leads for their firm. Unfortunately, these efforts proved ineffective, and ultimately, drove King & Siegel to reconsider their approach. As a result of this reexamination, King & Siegel partnered with Duo to plan and execute their marketing strategy and generate leads within one of their most important areas of expertise: pregnancy discrimination.

02

Finding The Solution

In order to generate highly qualified pregnancy discrimination leads and establish baseline campaign metrics, we implemented the following strategy over a brief test period:

  • Ran paid social ads on Facebook and Instagram
  • Tested several different ad messages and creative images to uncover the best performing concepts
  • Utilized multiple audience-targeting methods to test the effectiveness of different target groups 
  • Designed and developed conversion oriented landing page to generate new leads and test against leads submitted directly on Facebook/Instagram
  • Monitored and periodically refined marketing efforts to optimize ad spend and decrease cost per lead

03

Facebook & Instagram Ads

150,000+ Impressions | 100+ Leads Created | 6.02% Conversion Rate

As the largest social media platform in the world with robust and unique targeting capabilities, Facebook proved to be an extremely effective platform for engaging women who have experienced some form of pregnancy discrimination. Equipped with a multitude of ad messages and creative images, the campaign successfully generated over 100 qualified leads, while laying the framework for an optimized campaign designed to minimize cost per lead. 

 

04

Landing Page Design

In order to test our hypothesis that lead quality increases as the number of actions needed to submit a lead form increases, we developed a conversion-oriented landing page to test against leads generated directly on Facebook/Instagram. Designed to optimize the customer journey from advertisement to lead submission, while reinforcing King & Siegel’s brand identity, early data trends suggest landing page leads to be more responsive and likely to engage than leads generated directly on Facebook/Instagram — and thus can be deemed “more qualified”. 

"Grant & Taylor are truly experts in their craft of putting compelling ads in front of the right people. They've helped us at Defendry to bring in leads consistently and continually refine our messaging to tell the right story. It's an honor to have them on our team."
Kyle malkin
DIrector of Marketing
Defendry

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