THRIVE SERVICES USED
Project Overview
A well-established estate, tax and business planning law firm in South Carolina partnered with Thrive Internet Marketing Agency to improve its social media targeting and get more followers to convert. The client came to Thrive displeased with its previous digital marketing partner because it was not getting results.
Thrive took over the law firm’s organic and paid social media campaigns in December 2021 and has delivered an impressive 15% increase in monthly average growth rate, a 5.7% increase in engagement rate month-over-month (MoM) and the highest number of reactions on Facebook.
With our continued partnership, the client’s audience growth rate and engagement continue to grow month-over-month.
The law firm had a small budget of $100 a month for the Follower Growth campaigns and one post a week for community engagement. And unfortunately, its original Facebook and Instagram pages are no longer accessible, so we had to start the campaign from scratch.
To maximize its social media budget and deliver results, we quickly set up new social media pages and focused on content and messaging that speaks to the older demographics. Within only three months, the client’s social media following grew from 0 to more than 200 followers.
In no time, Thrive’s combined organic and paid social media efforts delivered notable results month-over-month:
Click-Through Rate (CTR)
Cost-Per-Click (CPC)
Impressions
Page Likes on a $100 Campaign Budget
The Execution
Brand awareness and follower growth were the primary focus of the social media campaigns. Thrive conducted a competitor analysis to identify top-performing content and determine the best audience-targeting approach.
Results of the analyses showed more baby boomers are looking at estate planning compared to the younger generation. These are people with big families, those reviewing wills or trusts because a family member is having children or getting married/divorced, individuals in need of life or tax planning and those worried about tax laws.
Thrive also reviewed current pages to determine top-performing posts. Further, our social media strategists researched the content that generated the most interest and engagement. We used all these data to create the client’s paid advertising target.
Once we’ve gathered enough data and developed a strategy, we focused on the following tactics to deliver consistent growth:
- Creating new pages on Facebook and Instagram
- Running aggressive follower growth campaigns and organic growth strategies
- Using strong calls-to-action (CTAs) and linking the website/contact information where needed
- Using family-oriented imagery to help with messaging and relatability to the audience
- Sharing digestible posts to educate the audience on the importance of “How Tos” for estate planning, wills & trusts, etc.
