The Cycling Lawyer
FROM BRIEFS TO BIKES
Advertising personal Injury law services online is very competitive—and expensive. We helped Joel Zanatta not only break (or pedal) into this space, but reach a niche audience within it and earn their trust.
- 100% Increase Social Followers
- 100% increase in mailing list size
- Increase in Brand name searches
- Established brand presence
THE CHALLENGE: DIGITAL MARKETING IN A COMPETITIVE SPACE
Personal Injury law is an extremely competitive space, containing some long-standing players. With the cost-per-click on some personal injury law terms reaching well over $100 per click, it can be almost impossible for new players to enter the space.
This is the situation Joel Zanatta faced when setting up his passion project.. A successful lawyer and mad keen cyclist, Joel saw the need to inform and protect cyclists from the accidents that regularly befall them.
And so, The Cycling Lawyer was born—a network of lawyers with experience and expertise representing cyclists.
But how do you break into the personal injury space when it is so expensive and you are only looking to reach a niche.
THE PROJECT: GET THE MESSAGE OUT TO A NICHE AUDIENCE
- Paid Search
- Paid Social
- Data & Analytics
When he approached Binary & Co with this challenge, Joel had already worked with Freebird Agency to develop a brand and website. Now he needed people to visit his site and join his movement, which is where Binary & Co came in.
Joel aimed to build a community for cyclists that could support them in all aspects of their cycling life. This way he could not only help cyclists enjoy the sport they loved, but also help them when they got hurt. Just as importantly, he could advise them on what to do to stay safe on their bikes.
Our mission was to help Joel build The Cycling Lawyer as a trusted name in the cycling community, so that when cyclists did run into issues they felt he was the lawyer best placed to help them out. We jumped at the chance to work on such a unique project with such worthwhile aims.
“Because we had generated brand recognition further up the funnel we were able to avoid the expensive personal injury terms and focus on the terms that drove people to the landing page to contact The Cycling Lawyer.”
THE SOLUTION: A FULL FUNNEL MEDIA CAMPAIGN SPANNING THE FULL CUSTOMER JOURNEY
We built out a full funnel media campaign to capture users across all aspects of the customer journey.
Initially we launched a top of funnel campaign that focused on delivering engaging and informative content about cycling to the target audience. Joel developed a series of blog articles and Facebook posts and Instagram posts covering a broad range of cycling topics—from what you should wear to how you should cycle. We supported this work with paid content promotion to audiences across Facebook’s advertising platform.
From here, we encouraged users to sign up to receive more information and join the monthly newsletter. This mid-funnel activity was designed to keep users engaged with the brand and have them consistently interact with it. Once signed up to the newsletter they would get an introductory pack and receive a monthly newsletter that would contain all the latest posts from the blog as well as tips & tricks related to cycling. For this we created lead generation ads so users were able to easily sign up and start receiving the newsletter.
“In just six months, The Cycling Lawyer established a trusted brand presence in this niche area of personal injury law.”
Next, we wanted to ensure that if users were looking for legal help that they would be able to easily find and contact Joel and his team of lawyers. For this we created a simple paid search campaign that focused on the key brand phrases. Because we had generated brand recognition further up the funnel we were able to avoid the expensive personal injury terms and focus on the terms that drove people to the landing page to contact The Cycling Lawyer.
We also created a robust local seo campaign so that anyone searching for Joel and his team in Vancouver would be driven to the site easily and quickly.
THE RESULTS: THE CYCLING LAWYER IS A TRUSTED BRAND IN A NICHE AREA
In the space of six months we were able to take the social media profiles from 0 to over a 1,000 users on Facebook and 2,000 followers on Instagram. What’s more, posts from The Cycling Lawyer gained traction with multiple comments, shares and likes on each post. Even though it was a small community, it was a highly engaged community (a major aim of Joel’s) and the organic reach of each post grew significantly.
We were also able to grow the mailing list and continue to retain people on that list so that they were consistently reminded of the brand and its connection to the cycling world.
We saw brand searches for both The Cycling Lawyer and Joel Zannatta increased dramatically over this time. With this increased number of searches coming from people actively seeking out the brand, the level of enquiries for people wanting help from The Cycling Lawyer team also grew.
In the space of just six months, The Cycling Lawyer established a trusted brand presence in this niche area of personal injury law. By not going down the tried and tested route a lot of personal injury law firms choose, we were able to develop a unique place in the market that resonated with Joel’s audience.
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