Reed & Reed: Digital Marketing & Advertising Campaign
REED & REED is a personal injury law firm in Brandon, FL. They started as a small father and son operation and have grown to over 10 employees in the last few years.
This is how we helped them do it.
REED & REED had been spending marketing budget on billboards, television commercials and SEO. Only a tiny fraction of attention was being given to social media as their search engine blog articles would get automatically posted there. It was a ghost town.
We started with a focus on organic reach to bring forward their brand’s personality and put it on display. The goal was to allow those who really liked what they saw to share it and organically grow the audience through curating content for the audience they wanted to grow. And use that content to impress and attract more of the same audience base.
After the initial growth more than doubled and the page had an audience, it was time to start bringing in all other forms of advertising to use the same branding so their brand had one cohesive message.
Finally, we pushed for allocated budget toward online advertising targeted after the audience that was similar to the one we had grown organically. The impression and engagement explosion was truly phenomenal.
Overall REED & REED have experienced exponential growth online with a community of followers that are local and highly engaged. They used to have a ghost town presence, and now it’s common for something posted to get hundreds of interactions.
Being top of mind is critical because the nature of Personal Injury Law is that you don’t need it until you do. Then you call on the name you can remember. Increased exposure and awareness are the goals.
When the phone rings and they ask how they heard about Reed & Reed it is now more common for them to hear, “we saw you online.”
How we achieved results.
We started with a consultation on branding and guidelines. Then we set to cleaning up their brand messaging which was scattered and inconsistent.
Their motto is, “It’s like having a lawyer in the family.” Awesome motto, and awesome lawyers who treat their clients exactly like that.
The story simply was NOT being told.
Focusing on organic growth of social media following and audience.
At first relying solely on creative content and organic news feed exposure. This was achieved through a balance of branded and live content. This phase was all about behind the scenes snippets, branded content, and tasteful testimony sharing in order to highlight others in the story of Reed & Reed’s growth.
We introduced advertising in a campaign format to bring even more brand cohesion to social media, television spots, billboards, etc. During this wave we also introduced heavier use of video, and pushed for them to allocate more of their budget to targeted, online advertisements.
Average Daily Clicks on Call-to-Action elements on page and ads (message, website visit, ask for directions, call):
0 Actions 2016
3 Actions 2019
Number of people who had Reed & Reed’s Page post on their screen daily from paid ads or post boosting.
0 Daily 2016
10K Daily 2019
Number of people who had Reed & Reed’s Page post on their screen daily withOUT paid advertising or boosting.