Bona Law: Driving business growth through the power of social + email

b2b social media, lead generation

background

Bona Law is an antitrust law firm with offices in San Diego, Los Angeles, New York, Minneapolis, and Detroit. In an industry dominated by large firms, Bona Law provides the quality and experience expected of big firms but with the personalized, boutique feel of a small team.

brief

Bona Law competes with industry giants but their digital marketing presence didn’t reflect that. Their CEO, Jarod Bona, was looking for a way to grow subscribers and traffic to his three web properties while personally spending less time optimizing marketing.

our approach

We leveraged Jarod Bona’s deep expertise to help their sites rank for valuable search terms used by General Counsels and attorneys at small-to-mid-sized law firms.

Sculpt consulted on SEO across their web properties, launched retargeting campaigns to capture emails, and took over social media distribution to amplify the reach of the successful Antitrust Attorney Blog.

organic content strategy

During our kickoff meetings, Sculpt laid out an organic content funnel with three primary focuses: building thought leadership through in-depth articles, ongoing SEO and social to drive traffic, and updating email campaigns.

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email capture & nurturing

Bona Law already had a backlog of valuable content which they distributed through a newsletter. The next step was to capture more emails by updating onsite CTAs. Through continued testing of exit-intent pop-ups, Sculpt found a minimalist welcome mat form and in-line forms delivered the best conversion volume.

In addition to capturing new leads, Sculpt focused on nurturing existing subscribers. We upgraded the firm’s email service provider to HubSpot so we could better identify qualified leads.

paid social media optimization

Bona Law understands the importance of being top of mind. The most effective way to most consistently reach your audience is by leveraging the power of Facebook and LinkedIn targeting.

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reaching new visitors

Amplifying blog content on Bona Law’s organic social channels helped reach existing followers and subscribers but wasn’t overly effective at targeting new readers. We supplemented our organic efforts with paid campaigns, focusing on LinkedIn and Facebook. Using the powerful targeting tools on those platforms, we drove traffic to important articles and built awareness with key audiences.

re-engaging old visitors

Sculpt knew that email had the potential to be the most important owned channel for Bona Law. Using past website behavior to retarget visitors who didn’t convert, we built and managed a robust email capture campaign on Facebook. We tested and optimized new lead forms, capturing email info and growing Bona Law’s email list by converting passive readers into newsletter subscribers.

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our results

All of our efforts resulted in meaningful year-over-year growth (2018-2019). A more consistent brand presence on social media resulted in 217% follower growth across all channels and a 140% increase in traffic to the Antitrust Attorney Blog from social. We also saw a rise in the number of leads generated, specifically high-value leads, with an 89% increase in calls from the blog and website combined.

our impact

Bona Law expanded from a small remote team to a top-rated firm with experienced partners and new locations in LA, Detroit, and Minneapolis. Overall traffic to the site increased by more than 170% and the firm doubled their email subscribers, with no plans to slow down.

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