90 days of proven effectiveness, 4 new methods for account building!

SEMers will try new jobs after a period of time. How to achieve results in a "short, flat and fast" way to keep their jobs?

The first lesson when joining the company is to set up a new account . The structure of the account depends on ideas, ideas come from insights, and insights come from practice and verification.

Therefore, as a "newcomer" in the industry, it is recommended to build multiple account structures to verify the effects, quickly trial and error, and find performance breakthroughs in the shortest time.

As a veteran SEMer, I will share with you the specific ideas and methods of setting up an account based on my own practical experience, which can be used right away. Below I will explain several ways to set up a search account using the divorce business of legal services .

Before promotion, you should first understand the population portrait and know who are the people who are looking for lawyers to get divorced? Why divorce? What is the essential need for divorce? Through market research, we can draw up a portrait of the crowd and understand for whom we provide services so that we can target our efforts.

Who wants a divorce? (crowd)

Mainly young mothers (1-3 years old) aged 95 (25)-80 (40)

Why divorce? (reason)

Infidelity, domestic violence, separation, cold war, incompatibility of personality and habits (flash marriage, marrying far away), most of them do not have much property.

The essential need for divorce? (need )

Get rid of the bad man (live a new life), be alone (children become the only support)

Table 1: Crowd attributes and essential needs of divorce demand

Tips: The research method is: case data from the past year, interviews with divorced women in the same city, big data from authoritative departments (courts), and brainstorming by the promotion team. (This example is taken from a city in the Pearl River Delta and does not represent other regions)

With the crowd portrait in hand, we started to build accounts with various structures for testing. There are many ways to build accounts. Here I will introduce 4 very practical methods.

1. Behavior path disassembly and construction method

Starting from the thinking structure of the customer (someone who wants to divorce), the account is built step by step through behavior. The advantage of this method is that it is derived from the perspective of the behavior generated by customer cognition , the process is highly logical, and each marketing node is well grasped.

Through the stages of the cognitive process, it can be divided into the hazy period, cognitive period, thinking period and decision-making period . Different keywords correspond to different units, which can leave an impression in the early stage of decision-making, provide solutions through consultation in the middle stage of decision-making, and provide advantages in the late stage of decision-making to gain customers.

This approach can combine brand and effect to capture customers, such as using information flow to "teasing" and stimulate demand, searching to "capture" demand at different stages, and using brand advertising as a "closing."

2. Most Valuable Customer Building Method

Starting from the company's business itself, find out the most valuable business (customers are willing to pay high fees) to build an account. The advantage is from the perspective of high returns, so the ROI will be better.

Remember: SEMers can make money for the company, which is the kingly way. Spending money is our job, and making money is our duty.

The needs of divorce lawyers mainly revolve around property inheritance rights , fighting for child custody , filing for divorce (one party disagrees with the divorce) and divorce by agreement (writing the agreement on behalf of others);

However, the most valuable business is property division, and divorces between rich women and rich men are very popular. This proves a truth: people are most eager to solve money problems (property division, inheritance disputes) and are more willing to spend money.

After sorting out the business, we find out the MVC (most valuable customer) from the business value and understand the business management account based on the 80/20 principle, so that we can do the right thing and get rich rewards.

Remember: When it comes to money issues, people are more motivated to spend money to solve them, and all we have to do is serve them well.

For example: after improving your academic qualifications, you will immediately get a promotion and salary increase; after hiring a lawyer, you can immediately get a few more houses.

3. Cognitive Level Building Method

The legal profession is a highly specialized industry. There are few people in China who truly understand the law, and even fewer who use it. Many people simply do not understand some professional terms (prosecution, litigation, lawyer's letter), and it is impossible to search for terms that they cannot even think of themselves.

Considering the clients’ level of knowledge about the law, we have specially placed our campaign in certain small cities (third and fourth tier cities). Only common words (lawyer words) can generate searches. So when setting up the campaign, just focus on the common words. Too many professional words are a waste of energy.

SEMer therefore needs to understand the market, talk more with customer service, and optimize our promotion through the back-end (business digestion end).

4. Regional intention degree construction method

Legal services are highly regionalized services, and the service industry is more regionally oriented (especially local life services: car rental, flower delivery). Customers tend to choose services based on proximity , so more precise regional terms represent strong demand.

In addition, as a customer, it is convenient and fast to find someone in a nearby city (town) to handle it, and the trust cost is low. Therefore, we start from the direction of regional words, so that we can capture the most interested customers at the first time and complete the transaction and collect the payment quickly.

By mastering the above four methods, you can cater to different markets, adapt to different company KPI assessments, choose the most appropriate method to launch, and use the four methods to quickly trial and error to find the optimal solution.

Due to the requirement of confidentiality of commercial data, and the many different factors such as time and region for each account, successful experience requires successful conditions and is difficult to replicate. Therefore, the data is not convenient to disclose.

It is better to teach a man to fish than to give him a fish. The thinking and methods of "fishing" have been shared. Let's quickly "weave the net" and start working. Readers are welcome to criticize and comment. Thank you very much.

Note: Client: In the legal industry, the client is called the party concerned. For the convenience of understanding, we will use the client terminology.

MVC: (most valuable customer) translated as most valuable customer.

Author: Wu Xueya

Source: Wu Xueya