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The Marketing Strategy that Grew a Personal Injury Law Firm by $178,494,704 | PT EP 542
25 ideas de marketing sacadas de «The Marketing Strategy that Grew a Personal Injury Law Firm by $178,494,704 | PT EP 542», de Perpetual Traffic. Sobre…
- 25 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 59 min
- Publicada en 2023
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Canales de adquisiciónPara maximizar la rentabilidad de las campañas publicitarias, se recomienda comenzar optimizando por eventos de volumen inicial (llamadas o leads) y, al conseguir escala, alimentar las plataformas (como Google y Meta) con conversiones offline desde el CRM basadas en clientes que realmente pagan.
you fix your tracking and in this particular case we used uh offline conversions which is a way to get in this case from their CRM imported back into into Google and in this case also into meta in order to optimize for the event that they really want what are definitely is the foundation so since we're using um offline conversions we were trying to the aim was to start optimizing our ads for either phone calls or leads but then ultimately to optimize all of the ads through this offline conversion event for what's known as a signed case so if you're ultimately want to optimize your ads for…
Escúchalo en el minuto 20:40
Medición y experimentosAntes de diseñar o invertir en la automatización de un proceso, conviene construirlo y ejecutarlo de manera manual hasta recibir señales claras de validación que justifiquen su sistematización.
so many businesses are just let me just automate everything I am very much a ready fire aim individual like I want to just get stuff going see if it works give me a signal and then if that signal is positive then I think of ways in which to automate it so build things manually
Escúchalo en el minuto 0:00
Autoliquidación de costes publicitarios en retos online mediante pases VIP
ConversiónPara amortizar el gasto publicitario de un reto online antes de presentar la oferta principal, se debe ofrecer un pase VIP con beneficios exclusivos (como sesiones privadas de preguntas y respuestas al final de cada directo y acceso a las grabaciones), promoviendo la actualización como llamada a la acción en cada sesión.
Nugget within the Nugget here is if you run an online challenge um you can get really close to self-liquidating if you VIP and the way you do that is you run the challenge the way that you saw we did today Ralph and then at the end you have a special Q&A section only for VIPs and we said hey if you want to go to the Q&A upgrade a VIP and you'll notice a a tax relevant number of people upgrade a VIP and then when people ask for the recordings say yes recordings are available only to VIP if you want the recordings upgrade to VIP every single day the call to action is to upgrade a VIP and I…
Escúchalo en el minuto 7:02
Modelo ACC para combinar canales de tráfico y reducir costes publicitarios
Canales de adquisiciónEstructurar la estrategia multicanal bajo el modelo ACC (Awareness, Consideration, Conversion) permite generar sinergias entre diferentes fuentes de tráfico, facilitando el escalado y disminuyendo los costes publicitarios en cada plataforma individual frente al uso de canales aislados.
this show which we refer to as the awareness consideration conversion model or the ACC model which we've talked about quite a bit where you're blending different traffic sources together to reach not only scale but also Synergy and lowering costs on each individual platform as a result of this strategy so
Escúchalo en el minuto 19:29
Efecto halo de Meta Ads sobre la tasa de conversión y eficiencia en Google Search
Canales de adquisiciónAl multiplicar por diez la inversión en Meta Ads (de 7.000 a 75.000 dólares) manteniendo plano el gasto en Google Ads (224.000 dólares), un bufete de abogados aumentó sus conversiones en Google un 98%, incrementó su tasa de conversión un 40%, redujo el costo por conversión un 50% y logró un costo por caso firmado de 408 a 411 dólares, demostrando cómo la notoriedad en redes impulsa búsquedas de marca más rentables…
specifically because we had created the consideration and a level of awareness over on meta and then as soon as they go over to Google and Google the name of the law firm boom what do they see they see our ads and as we started to increase the volume of that our cost it our cost for our Google ads in the time when we ramped up our Facebook ads stayed the exact same the we did not spend any more on and you can see that we spent about $224,000 which actually isn't really as is our conversions increased by 98% so almost doubled with the same spend with only an increase in spend of right around…
Escúchalo en el minuto 45:21
Fórmula de retos como lead magnets: resultado tangible en un plazo cerrado
ConversiónLos formatos de 'reto' (challenges) funcionan como lead magnets altamente atractivos porque sustituyen promesas genéricas e inalcanzables por un resultado concreto, medible y verificable dentro de un periodo de tiempo estricto (resultado Y en tiempo X).
uh I think that if you give people a promise in a finite period that's maybe the most compelling lead magnet type music in this period of time there's like this specific output this specific time period um that's the challenge but I think challenges work because it's a really specific tangible output in a very specific amount of time that you can measure you know if you say two pound seven days I did or I didn't you of before him but it is it's promise this result in x amount of time y result
Escúchalo en el minuto 10:06
Canales de adquisiciónComplementar campañas de Google Search con anuncios de consideración en Facebook genera un efecto cascada ('waterfall effect'): la alta frecuencia y recordación en redes sociales impulsa las conversiones finales en el buscador, facilitando el cierre de demanda y reduciendo los costos globales de adquisición incluso en sectores basados tradicionalmente en intención de búsqueda puntual.
Facebook to supplement our Google ads I a search based interest somebody goes to worked phenomenally well and it Juiced Google beyond what Google was able to of the way that like you're saying Ralph Google and Facebook can interact and can just this and it just shows the fact that the the platforms do work together you're mistaken there is this waterfall effect for both sides now what this was that what we're really doing is driving these cons consideration ads to the bottom of the funnel conversions over at Google which then ended up being you know the six-inch putt for Google and in most…
Escúchalo en el minuto 42:02
Reducción de costos de reconocimiento con anuncios en Meta sin llamada a la acción
Canales de adquisiciónPara abaratar al máximo los costos de alcance en la fase inicial de reconocimiento de marca (Top of Funnel), se recomienda pautar anuncios en Meta sin llamadas a la acción (sin CTA) y sin optimizar para eventos de conversión en el sitio web.
scale which we just started is on the awareness side where we're launching Facebook ads and meta ads that are top of funnel no call to action literally and those are the cheapest ones because there there's no call to action we're not using the website conversion objective here so that's sort of the
Escúchalo en el minuto 52:45
Validar manualmente los flujos de conversión antes de automatizarlos
Medición y experimentosAntes de implementar automatizaciones complejas, conviene ejecutar y probar los flujos de datos o conversiones de forma manual para verificar si generan tracción real; apresurarse a automatizar sin validar puede escalar ineficiencias o eventos de conversión irrelevantes.
just get stuff going see if it works give me a signal and then if that signal is positive then I think of ways in which to automate it so build things that was used from the CRM the point is is that we manually did it and then realized okay we're on to something and we can automate it so start manual go to automation everyone is in too much of a rush sometimes to get to automation automating the most or the least important conversion event then all you're getting is just a crappy business
Escúchalo en el minuto 25:10
Optimización básica de landing pages orientadas a llamadas telefónicas
ConversiónPara maximizar la conversión en negocios que captan leads por teléfono, se debe ubicar la información clave arriba del pliegue (above the fold) e integrar un enlace de llamada directa (click-to-call) en el número telefónico, evitando pasos intermedios o redirecciones innecesarias.
here we cleaned up the structure we put the most important information above the fold on their landing page we added phone number uh at at the top of it people could actually click the phone number and it would click and actually call imagine that as opposed to a banner that says click to call and then it goes to another page oh no so like little clarified the copy made the you know the fonts easier to read that kind of thing
Escúchalo en el minuto 26:22
Escalar mediante campañas de consideración intermedia cuando la conversión directa se estanca
Canales de adquisiciónCuando las campañas publicitarias dirigidas a la conversión final tocan techo o se aplanan, la solución suele ser reforzar la etapa de consideración intermedia (captación de leads, solicitudes o llamadas) para capturar a clientes que no están listos para comprar o contratar de forma inmediata, en lugar de recurrir únicamente a campañas masivas de reconocimiento de marca.
take a middle path because usually when we see conversion campaigns capping out or conversion campaigns looking like they're starting to maybe taper off or Flatline or just not be able to grow we will usually amp up the consideration side of our campaigns which often is a middle of the funnel conversion and in this case for calls so these are midf funnel consideration type of conversions not the end result which is signed cases of those secondary people who maybe aren't calling right after the car accident maybe considering it maybe lying on the couch you know feeling are piling up searching…
Escúchalo en el minuto 37:08
Medición y experimentosAutomatizar por completo la importación de conversiones puede perjudicar las campañas publicitarias debido a falsos positivos generados por bots y spam; incorporar un filtro de validación humana antes de importar los datos asegura que las plataformas se optimicen solo con prospectos calificados reales.
the manual importation I know everybody wants to build things that scale SC and are automated and that they don't have to worry about the problem with that is is especially with the increase in spam bot solicitor and click Farm traffic automatically importing conversions can hurt campaigns as much as help them because you have so many false positives so what I really like about offline conversion tracking like you're doing here manual impation is a person actually had to look over this lead and say Yes I want more of these and that ends up being way cleaner data so I know actually really…
Escúchalo en el minuto 23:54
Limitar el cupo y filtrar por competencia técnica para sostener el valor de una comunidad
Retención y relación con el clienteFijar un límite estricto de miembros y aplicar filtros de cualificación técnica elevados permite crear un grupo de inteligencia colectiva donde el valor proviene del nivel de los pares, facilitando el reemplazo de bajas mediante una lista de espera calificada.
them in a room together it's 500 bucks a month and uh it's really meant to be about the community so you know we we learning but the hope is the value really comes from the membership um just Google and it's by application only so we're vetting people you have to manage at least $10,000 a month in ad spend you not and we're capping 100 you're not Center the problem is is it's all getting so hard that we know we're not very long and so the idea is man if we can take all the smartest media buyers and put them in a a container that we have full visibility to we now get to stay ahead of the curve…
Escúchalo en el minuto 2:17
La hipersegmentación del avatar potencia la credibilidad de la promesa en un reto
Investigación de mercado y clienteLimitar el público objetivo de un reto a un avatar muy específico (por ejemplo, madres primerizas o gestores de tráfico de ecommerce) permite que la promesa sea mucho más precisa y creíble, aumentando la conversión frente a propuestas abiertas al público general.
should have gone after a more specific Avatar like you could go after just e-commerce uh ad managers or just lead generation or just agencies or just Freelancers 100% yeah and then and then the promise gets more specific too like after a very specific Avatar it strengthens the promise with specificity right yeah specificity is
Escúchalo en el minuto 12:37
Superar el techo de Google Ads incorporando anuncios sociales en etapa de consideración
Canales de adquisiciónCuando la captación de demanda directa en Google Ads se estanca porque solo atrae a usuarios en fase de conversión inmediata, se deben sumar campañas de anuncios en redes sociales dirigidas a la fase de consideración para atraer a usuarios que aún no buscan activamente una solución.
is we had sort of reached a level of flattening growth in the early part of 2023 and so even though we had reached a what we found is that because of those two avatars all we were really getting was the first avatar the one who just we but we weren't getting the other one that maybe hadn't considered this considered because there is conversion consideration is the next type of system that we knew we could attract through social ads and that's typically done in a different way in a different methodology than Google Pay Pro click
Escúchalo en el minuto 31:37
Captación de servicios de alta urgencia en redes sociales atacando la fase de consideración
Canales de adquisiciónAunque se asume comúnmente que los servicios de urgencia o legales solo se buscan en Google por intención inmediata, una parte significativa de los clientes requiere tiempo de consideración y evaluación posterior, haciendo que la publicidad en Meta sea altamente rentable para capturar esa demanda.
which is all really really top of funnel more consideration than in the moment I need to call a plumber you're not going to go to Facebook for that you're going to go to Google right so it's the same kind of thing here hey I've been a car accident I'm going to go to Google well a lot of their customers go that way but a lot of them that we found end up needing a little bit more consideration a little bit later on that's the reason why uh The Meta side of the equation works so well so those
Escúchalo en el minuto 51:46
ConversiónLos modelos de captación digital orientados a ventas de alto valor que cierran offline mediante consultas (como servicios jurídicos, franquicias o centros de salud) requieren una inversión frontal considerable y paciencia en los plazos, ya que el ciclo de venta es largo pero el retorno final compensa el desembolso.
service-based business this works no matter what like we're doing this in many other niches aside from just Pi law where there is an offline conversion where there is a high ticket sale which also involves some kind of franchises but you know because of the size of the payoff typically you have to invest upfront and we saw the payouts payoff but they had a cash out L and the patience to be able to do it
Escúchalo en el minuto 56:28
Segmentación de clientes por urgencia temporal: búsqueda activa vs. demanda latente
Investigación de mercado y clienteEn servicios de resolución de incidentes o necesidades urgentes coexisten dos avatares: el usuario de alta intención que busca en el momento exacto del suceso (captable vía anuncios en motores de búsqueda) y el usuario retrasado que no actuó de inmediato (captable mediante prospección en redes sociales).
town highly competitive keywords what we we found was that we were only getting a those Search keywords are Done In the Heat of the Moment maybe the day of the accident the time of the accident maybe there's an avatar one is the person who's just been in a car accident and then there's Avatar 2 who has been in a car accident but maybe never called a what we were getting was the first avatar in our Google ads the person the car accident they call immediately they secondary Market was where we really felt like there was a lot to be uh to a lot of scale that was not being picked up and as a…
Escúchalo en el minuto 27:54
Recuperación de $20.000 sobre $50.000 de inversión publicitaria mediante pases VIP previos al reto
Medición y experimentosEn un reto en vivo con unos 450 asistentes y una inversión publicitaria de $50.000 en Google y Facebook Ads, se recuperaron $20.000 antes del inicio del evento únicamente mediante la venta de accesos VIP.
have a VIP group so we spent about 50 Grand U marketing this Challenge and before the challenge even started we made 20,000 of that back by allowing for and you let everybody know we had about 450 some odd people in the live group 50 Grand worth of uh Google and Facebook ads I actually think we spent more in Facebook than we did in Google it was all Google and YouTube if you want to
Escúchalo en el minuto 7:09
Frecuencia de saturación en campaña publicitaria geográfica en Facebook Ads
Canales de adquisiciónEn una campaña local de servicios legales con una inversión adicional de aproximadamente $70.000, se generaron 16 millones de impresiones sobre una base de 1,3 millones de personas, alcanzando una frecuencia de exposición de 15 a 16 impactos por usuario utilizando imágenes estáticas con mensajes directos.
60 well almost $70,000 I think I said $60,000 today but really an additional $70,000 in ad spend on top of what was a area literally in a state we did 16 million impressions for 1.3 million people which is a very high frequency if you can do your math here that's a 15 or 16 frequency so we
Escúchalo en el minuto 40:23
Canales de adquisiciónAl incrementar $70.000 en inversión publicitaria en Meta enfocada en consideración, un bufete de lesiones personales generó 546 casos firmados con un acuerdo mediano de $99.000 ($54M en acuerdos totales), lo que representó aproximadamente $16M en honorarios para la firma al 30% de comisión.
we got 546 signed cases at the median of $99,000 that's 54 million in settlements $54 million in settlements to uh their clients which means 30% of that goes to the law firm and that's 16 million in Revenue which is about the average so uh here these guys made $178 million in Revenue based on an increase in $70,000 of AD spend that's a pretty good return
Escúchalo en el minuto 50:44
Las estrategias avanzadas de adquisición exigen presupuestos consistentes y meses de maduración
Medición y experimentosOperar estrategias sofisticadas de adquisición en sectores competitivos suele requerir presupuestos mínimos de 10.000 dólares al mes, equipos especializados de 7 a 9 personas y varios meses de ejecución continua antes de ver resultados consolidados.
idea of spending $10,000 a month is a tremendous amount of work that goes into this like this this is a team of nine PE seven or eight or nine people it takes months to perate and they have to be patient and communicative and yeah you
Escúchalo en el minuto 55:56
Aumento del 50% en captación de casos legales mediante optimización en Google Ads
Canales de adquisiciónLa optimización de campañas de Google Ads en el sector de lesiones personales permitió incrementar el volumen de casos mensuales firmados de 200 a más de 300-320 por mes, logrando un crecimiento sostenido del 50% antes de llegar a una meseta.
getting about 200 or so signed cases per continues to 2023 so we were getting 200 or so signed cases uh per month but then once we optimized our Google ads in this space we were getting well over 300 320 here like we got this growth which is a 50% which is a significant amount of of growth from 200 cases per month to 300
Escúchalo en el minuto 30:14
Escalado de inversión publicitaria y volumen de casos captados en Meta Ads
Medición y experimentosAl escalar la inversión publicitaria en Meta Ads de 7.000 a 75.000 dólares mensuales (un incremento de más de 10x), un despacho regional incrementó sus casos firmados mensuales de aproximadamente 300 a más de 500 en un lapso de 6 a 7 meses.
cases signed cases in the 300s low 300s to well over 500 in a matter of six to seven months and that is a huge increase tremendous results of 300 plus cases per month to well over 500 as you can see February and we ramped up from about a $7,000 a month ad spend you can see here February 1st um of 2023 about seven Grand a month to about 75 grand a month so a pretty dramatic increase like a 10
Escúchalo en el minuto 38:26
La inversión en medios tradicionales impulsa picos diferidos en búsquedas digitales
Canales de adquisiciónLas olas de inversión publicitaria en medios tradicionales (televisión, radio o patrocinios) catalizan la demanda en canales digitales, produciendo aumentos en el volumen de búsqueda y tráfico digital con un desfase temporal que va desde 24 horas hasta un par de semanas.
traditional media spend that's broken down in 60-day intervals and wherever the peak of that media spend is that catalyzes search and digital traffic and so if you ever look at the radio television whatever and so you have wherever the media spend Spike Happ happens that there's some time delay sometimes it's 24 hours sometimes it's two weeks it depends on the type of
Escúchalo en el minuto 33:27
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