Case Study: A law firm gains brand visibility and increases traffic across channels
Murray Plumb & Murray, a mid-size, general practice law firm based in Portland, Maine, engaged Fluent shortly after a recent brand refresh. The firm needed to increase visibility of its modernized brand and had a particular interest in growing traffic to its revamped website as well as positioning attorneys as thought leaders in their fields.
Recognizing that the firm had a wealth of internal expertise, and that video is a highly engaging form of online content, we recommended that the firm develop a Q&A video series for priority practice groups. We assisted the attorneys with topic development and script writing and served as creative directors with our videography partner. Original scripts were turned into blog posts to build the brand’s inventory of owned media collateral, improve SEO ranking, and draw traffic to the firm’s website. We developed an integrated plan to leverage the videos on YouTube, through targeted Google Display ads, on Mainebiz and Portland Press Herald channels, and through social media advertising.
After the success of the initial campaign, we assisted in developing a second series of Q&A videos to further build out the brand’s collateral. In two years, the project resulted in 24 educational videos (and corresponding blog posts) on evergreen topics that serve as resources for existing clients as well as collateral to build brand awareness.
When COVID hit, MPM attorneys were quick to address meaningful topics that would be of assistance to people looking to law firms for guidance. As content was created, Fluent promoted this free information to targeted audiences across channels. We also drew audiences to free webinars via paid online advertising and email campaigns. We focused on earned media outreach to further solidify attorney positioning as area experts and secured coverage in Mainebiz, the Portland Press Herald, and Bangor Daily News.
In 2019, Fluent helped MPM increase web traffic by 18%. With the ongoing promotion of existing collateral and addition of COVID-focused marketing efforts, web traffic through Q3 2020 had increased by 86% over the previous year.