Axiclaim case study:
Pryers Solicitors
Like many smaller solicitor firms in today’s climate, Pryers needed to compete with the marketing juggernauts without having millions to spend on TV advertising. Clearly, Pryers would have to be smarter and fleeter of foot, thinking outside the traditional marketing box to compete.
Links:
http://www.pryers-solicitors.co.uk/
Company Overview
Axiclaim is a dedicated medical negligence claims service launched by Pryers, an established York-based solicitors specialising in medical negligence, personal injury and related services. Offering highly experienced specialist lawyers, Axiclaim is committed to giving victims of medical negligence the expert help they deserve.
Challenge
The legal service market is changing fast. The Legal Service Act 2007 ushered in a new wave of legal services ‘brands’, making for an increasingly crowded and confusing marketplace. Traditional law firms now vie for clients alongside retailers, insurers and other non-lawyer claims companies, impacting on victims of medical negligence who can struggle to find expert help.
Solution
Following a three-way pitch, Pryers appointed BlogStar to lead a content marketing, SEO and social media strategy.
BlogStar proposed that the business would struggle to compete online under its established Pryers brand, with its ingrained local business associations.
In a radical move, particularly within the conservative legal sector, BlogStar devised Axiclaim – a new medical negligence brand operating within a new legal services landscape.
To stand its own in a marketplace crowded with big marketing noises, Axiclaim would need to deliver its USP, namely, in-house specialist medical negligence expertise.
Partnering with SEO and digital agency Digivate and a design agency, bringing e-commerce and web design expertise respectively, BlogStar oversaw a website build for Axicaim.
Crucially, the Axiclaim site features new branding distinct from the Pryers website and has been designed to offer broad consumer appeal; unfortunately, anybody can suffer at the hands of medical negligence.
The site is fully optimised for social media integration, on-page content and digital PR objectives.
An on-site blog, In the Loop, sits at the heart of Axiclaim’s content marketing strategy, with a clear goal of becoming the number one repository for medical negligence related information.
A blog content strategy supports Axiclaim’s ambition of becoming the go-to news source within its niche, with SEO-optimised blog content supplied twice weekly by BlogStar’s team of experienced journalists. Every Monday, an In the Loop newsletter is delivered to 100-plus journalists, bloggers and legal sector influencers.
This regular flow of professional content is marketed through three social media channels; Facebook, Twitter and Pinterest, to drive engagement and increase web traffic to the Axiclaim site.
Throughout this process, BlogStar works continuously alongside Digivate to ensure that content is on-topic and hitting search targets. An ongoing SEO feedback loop ensures that Axiclaim ranks in organic searches for medical negligence- related terms.
BlogStar also partner with their sister company – Furlong PR to deliver a proactive online PR strategy. A dedicated account manager handles all media relations activity, focusing on securing high quality links from the likes of BBC, Sky and national titles. Syncing media relations activity with SEO efforts is fundamental to the strategy to both push Axiclaim up Google Search result rankings and establish all-important brand credibility.
Results
Results Overview
Pryers reports being very happy with the brand and its performance to date. While the long lead cycle of claims action makes it tricky to calculate the immediate financial impact of online content marketing activity, the Axiclaim brand is generating leads just three months since launch.
With website traffic and social media/blog engagement steadily increasing, the site is well-positioned to achieve its ambition of becoming the primary source of medical negligence information, while generating valuable leads for Axiclaim.
Campaign Measurement
An attractive element of online content marketing activity is that everything is trackable and measurable. BlogStar offers an ecommerce-like approach to measurement, tracking all activity at a granular level to offer complete lead transparency and a clear cost-per-lead breakdown.
