A newly formed bankruptcy law firm needs to compete in an ultra competitive market with well established players spending big dollars on both paid and organic initiatives. Getting traction with a traditional SEO/PPC campaign wouldn’t work for both budget and timeframe reasons.
Rather than spending big money on price ad clicks or focusing on the uphill battle for the ultra-competitive vanity terms, a non-traditional content strategy focused around the client’s insights was developed with for both paid and organic initiatives as well as offline advertising efforts. Detailed conversion tracking and analytics allowed further optimization to the tightly focused strategy resulting in quarter over quarter improvements in both quantity of leads as well as cost per conversion.
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