Increasing Website Traffic & Leads For San Diego’s Oldest Law Firm
Higgs Fletcher & Mack is a multi-service law firm that serves the diverse people and industries that call San Diego home. Founded in 1939, the staff of 75 lawyers in 23 practice areas have assisted clients in navigating even the most complex legal issues both in and out of the courtroom while keeping costs manageable.
From 2012 to 2015, Stalwart Communications handled the firm’s public relations with an emphasis on media relations and award management. While those activities increased awareness, Higgs was seeking to highlight its attorneys, and showcase the firm’s capabilities as well as involvement within the community.
“Our attorneys are active in various organizations, doing great things within the community and winning cases for clients,” shared Henry Angelino, Executive Director for Higgs Fletcher & Mack. “But nobody knew about these accomplishments. We had so much to share, but we weren’t doing anything with it. We needed to change that.”
Stalwart Communications heard the firm’s concerns loud and clear. In addition to managing the public relations side, the agency recommended spearheading a robust content marketing strategy. This entailed generating original, thought leadership, news-oriented content no less than twice weekly on relevant legal issues concerning one or more if the firm’s target audiences.
In order to achieve positive results, the agency stressed that all the activities must work in concert with one another. Therefore, Stalwart took the reins of the firm’s various social media channels and launched an email marketing program to leverage the content to the maximum.
Once this was established, the first task at hand was to collect story ideas. In addition to holding monthly meetings with Higgs’ executive team to become knowledgeable about recent happenings, the agency also attended monthly attorney luncheons to gain insight and learn about new trends in its various practice areas. Once the content was created, the next step entailed leveraging the firm’s social channels to distribute the material.
“Our team devised a strategy and worked with their attorneys to produce multiple content pieces to post weekly,” said David Oates, APR, founder and president at Stalwart Communications. “It was crucial that we communicated on a consistent basis and developed relationships with their attorneys to get the information we needed. In fact, our initial goal was posting twice a week and we’ve been able to increase that to three.”
Prior to launching the content marketing strategy, monthly page views were nearly 4,100 and unique visitors (users) totaled 1,009. Three months after launching the content marketing program, the agency witnessed a significant uptick in those metrics. From March 2016 to June 2016, the agency achieved an average of 12,339 monthly page views and 3,852 unique visitors (users) each month. That’s a more than 200 percent and 281 percent increase for each of those metrics.
More impressive were the leads that were generated over the first half of 2016; double that of the previous six months. The strategy didn’t just increase the brand awareness of Higgs Fletcher & Mack, but also cultivated new business opportunities.
“We’ve been able to produce consistent results month-over-month, which really speaks to our ability to create content that resonates with Higgs’ target audience,” said Oates. “In turn, social media engagement rates have increased as well because we’re producing content that results in interactions.”
“We needed to align our marketing budget to a quantifiable return on investment both as it pertains to our individual attorney’s book of business and the firm’s brand equity,” said Angelino. “Stalwart devised a strategy and the numbers speak for themselves. We’ve been very happy with the results.”