Information flow advertising strategy for the legal industry!

In the past two years, many industries have faced uncertain transformation, but the legal profession has been advancing by leaps and bounds, and is one of the few industries with a good trend.

Many financial industries have poured into the legal industry, started buying law firms, and began corporate operations. The wealthy bosses have been extremely aggressive in promoting and acquiring customers through the Internet.

However, the difficulty in accurately acquiring customers through the Internet has become a heavy blow to the legal industry. As a SEMer who has been deeply involved in the legal industry, I have developed a set of methods to improve accuracy through working in different positions and roles, which I would like to share with friends in this industry.

Lawyer & Law Firm Growth Rate

Since 2013, rule of law has entered the driving lane. During these seven years, the number of lawyers has increased at an average annual rate of 10%, and the number of law firms has increased at a rate of 7%. Thanks to the geometric growth in legal demand, some lawyers have made a fortune with the help of the Internet, while traditional lawyers have become anxious about case sources, and polarization is still spreading.

According to Baidu's data on regional traffic, the most competitive legal industry regions are Beijing, Shanghai, Guangdong and Chongqing.

If the promotion area is the most competitive region and you are facing a battle in the red ocean, it requires not only financial strength but also an endurance race.

Baidu search traffic filling space analysis

You can also launch a flank attack and choose Jiangsu, Shandong, Zhejiang and other regions for promotion. Legal demand is growing fast and it is still a blue ocean market.

You can also choose to "surround the cities from the countryside" and select Anhui, Hubei, Shaanxi and other regions to compete in less competitive niche markets.

Marketing promotion strategy

Different promotion areas have completely different tactics and methods. To enter the red ocean market, you must have elite troops, a professional operation team, and refined management. You also have to "consume" some of them. If you don't have a professional team, you will lack management or have insufficient funds.

Therefore, it is very important to promote marketing strategies and judge the current situation in the legal industry. Tactical diligence cannot make up for strategic laziness.

After formulating the strategy, the first tactical step is to carefully analyze the focus of different legal needs, as the focus determines the value and fees.

Focus points are the explosion points of demand, but they do not necessarily generate performance. It is necessary to analyze the value of different focus points and match and satisfy them through products.

Legal business segmentation focus

Different businesses have different focuses. The author will use the three most common core businesses [criminal, contract, and marriage] to illustrate.

Criminal proceedings: 24 focus points including case filing, sentencing, bail, criminal record, compensation, arrest warrant, private settlement, criminal lawyer, criminal detention, sentencing, and fees.

Contract economy: focus on failure to repay borrowed money, IOUs, debts, prosecutions, creditor's rights, etc.

Marital inheritance: divorce procedures, custody, property inheritance, quick divorce, property division, divorce agreement, separation and other concerns.

Business value analysis:

The impact of marriage business on value

The focus point is not necessarily valuable. Only when the focus point is linked to value can the significance of promotion be highlighted. Otherwise, it is just spending money without conversion.

An analysis of the value of marriage and inheritance services shows that only those involving marriage lawyers, divorce litigation and property inheritance have relatively strong demands and the parties involved have a strong willingness to pay. Only by focusing on promoting valuable services can we achieve “a small amount of money for a large sum of money”.

Search promotion traffic is gathered through words. Buying words is actually buying traffic and conversion. Before buying words, the traffic must be managed in a graded manner. Different words have different prices, and the grading also has a focus and is more cost-effective.

Lawyers promote the principle of buying words

Keywords are divided into two categories: industry common words and business demand words. According to the part of speech, it can be divided into general words, consulting words, business words, regional words, cost words and brand words (including competitive words)

Keyword Parts of Speech & Classification in the Lawyer Industry

The traffic of different parts of speech varies greatly. Common words in the legal industry have the largest traffic, which we define as first-level keywords. The traffic decreases from level one to level six, and the corresponding conversions are also less.

Part of speech distribution in the lawyer industry

Based on the author's experience in managing dozens of promotion accounts, after a large number of tests, it was found that common words are must-buy words, and business demand words should be purchased based on the value of the focus.

Other general demand words can be used to expand volume and reduce cost, but they are of little help in increasing value.

Creativity is divided into title, description and style components. The title and description must answer the "three questions" of creativity: Let users know who you are? What problem does it solve? What are the advantages. That’s qualified creativity.

Three questions about promoting creativity in the legal profession

When summarizing the creativity of the legal industry, Baidu’s marketing team proposed the “three elements” of difference, relevance and richness, which is a penetrating summary of the core connotation of creativity.

Three Elements of Creativity in the Lawyers Industry

The differences are reflected in different parts of speech and different units. You cannot use one creative idea. The relevance requires thinking about buying words, creativity and landing pages in a unified way. Richness needs to be achieved with the help of flash investment creativity.

In addition, Baidu Optimization Center has provided six major selling points to focus on in creative content optimization, and has given direction on the emphasis of creative content.

Six creative selling points for the legal industry

Based on the six major selling points, the copywriting is produced with a higher score, especially in smart delivery, which has certain extra points advantages.

In terms of style, Baidu tested CTR and found that the legal industry sub-chain + clue component + picture and text are better than other styles. It is recommended that SEMers use more long and short sub-chains, pictures and texts, and clue styles.

Creative components for the legal profession

In addition, after testing our Guangzhou account, we found that the CTR of video style is 3-5 times higher than that of pictures. Those with video capabilities can increase video creativity.

The landing page logic of the legal industry is basically divided into two categories, one is the PASS model and the other is the FABE model. FABE is more commonly used for general words, and both methods are used for business words. Some also combine the two categories to make landing pages.

Methods for promoting landing pages in the lawyer industry

The FABE model is composed of four elements: features, advantages, benefits, and evidence. It is a typical descriptive model for products or services and is currently the most widely used. Common words related to lawyers or law firms are basically created using the FABE model.

The PASS model shines in clarifying business demands. The PASS model is divided into pain points, analysis, solutions and success cases.

Pain point landing page

We often use this model for specific business terms, such as "one party disagrees with the divorce" and "how much does a lawyer usually charge" to dig out the intention and pain points behind the search terms and create landing pages.

Cost word landing page

In daily applications, there is no distinction between the two models. Instead, we use a combination of ideas to create landing pages, and use A/B testing to find pages with significant conversion rates.

The current mainstream search promotion delivery in the legal industry is oCPC and CPC. In recent years, basically all large-budget accounts have entered the field of intelligent oCPC delivery, and the CPC delivery model has basically been lost.

Lawyer industry investment model

The current threshold for oCPC delivery is zero. As long as the budget is greater than 300, it can be delivered. According to our delivery experience, oCPC delivery must adhere to the following key points:

CPC has good adaptability and is suitable for large and small accounts. CPC is the only option when the budget is limited, and the CPC cost and value are very easy to control. However, if there are too many operations, the workload for SEMers will be much greater.

According to official data from Baidu, lawyers currently account for 47% of accounts nationwide, and law firms account for 43%. Law firm consumption accounts for 69% of total consumption. Law firms are the major promoters, and 85% of accounts have budgets below 500 yuan.

The author manages accounts across the country. The recommended budget for law firms in Beijing, Shanghai, Guangzhou and Shenzhen is more than 3,000 yuan, and for individual lawyers it is more than 1,000 yuan.

For the 23 second-tier cities with a GDP of over one trillion yuan [excluding first-tier cities], the recommended budget for law firms is around 1,500 yuan, and for individual lawyers is around 500 yuan.

In other cities, a law firm budget of less than 1,000 yuan is completely sufficient, and 300 yuan is enough for an individual lawyer.

For competitive incentives, you can choose to invest in business, such as only investing in labor injuries, marriage and family affairs, or criminal matters. Basically just halve it.

There are too many people in the legal industry who are getting things for free, so optimizing quality is urgent. If we only optimize from the search bidding end, we will never achieve our goals.

The analysis method of network case sources in the lawyer industry

To improve the quality of case sources, we must start with case analysis. The case demands determine the value. According to our experience, cases involving major injuries, financial losses and restrictions on freedom are often more valuable.

Lawyer Industry Case Source Registration Form [Case Analysis]

Serious injuries such as death in a car accident; financial losses such as failure to repay debts [especially large amounts] and overdue payments for goods; restriction of freedom such as detention and sentencing, marital and emotional oppression, etc. When encountering issues involving this type of situation, people are more willing to hire a lawyer.

Next, we analyze the cases that have little value, mainly analyzing the reasons why they are worthless. Most of them are because they do not constitute a lawsuit under the law, the lawsuit requests cannot be achieved, the locations are relatively far away, and finding a lawyer is one of the ways to deal with them.

Then, trace the source through keywords, search terms and IP, find out the problems from the promotion end, and formulate countermeasures to improve them.

Lawyer Industry Case Source Registration Form [Search Word Analysis]

The search terms in the table are looking for free lawyers. People are unwilling to pay, and it is very difficult to persuade them to pay. The consultations with the Labor Bureau are basically about labor issues, which are basically of little value.

Finally, some keyword matching patterns were adjusted and search terms were processed to improve the quality of case sources from the source.

Improving the quality of case sources requires comprehensive thinking and the use of network case source analysis methods to optimize and improve each link. The promotion end, customer service reception, and lawyer case discussion all require a change of thinking to improve the input-output ratio.

In the legal profession, competition will become increasingly fierce in the future. Legal professionals who are interested in sourcing cases online must think carefully and learn quickly in order to survive the increasingly fierce competition. I hope this can help everyone avoid detours.

Note: Some of the pictures and data in this article are from Baidu Marketing Report and belong to the copyright owner. We would like to express our gratitude to them for their hard work.