Background
The Law Society is the independent professional body for solicitors in England and Wales and is run by and for its members. The Society’s role is to be the voice of solicitors, to drive excellence in the profession and to safeguard the rule of law and increase market share. On behalf of the profession, the Society influences the legislative and regulatory environment in the public interest. At home it promotes the profession and the vital role legal services play in our economy. Around the word it promotes England and Wales as a global legal centre, opens new markets and defends human rights.
Digital Willow won a competitive pitch with The Law Society for a period of 3 years to execute digital marketing initiatives; during this period, Digital Willow will be providing a combination of services including digital marketing strategy, media buying, digital content marketing and marketing automation to name a few. One of the first projects Digital Willow embarked upon was to help the Law Society increase the market share of the Gazette Jobs board as competition in the recruitment space continues to charge ahead.
DW Approach
To achieve this goal Digital Willow executed extensive background research comparing Law Gazette Jobs to competitive offerings. There were many companies to review and assess across a variety of criteria such as: inventory, website traffic, number of legal jobs posted, data capturing, and more.
The next step was to focus in on the Gazette’s main paying customers – recruiters. We picked apart the reasoning behind ‘why’ recruiters partner with Law Gazette Jobs and – in some cases – ‘why not’.
Once a solid analysis was made we were able to construct a strategy to improve candidate traffic and focus on the influencing factors that led to a recruiter’s decision to advertise.
A clear output of the strategy was getting all stakeholders to agree on KPIs (Key Performance Indicators). With said KPIs in place, we were able to formulate a marketing plan of action and decide what areas to focus on to maximise efficiency.
Results
Whilst the project still continues, the results have already been fantastic. In less than a month, we have managed to get a job view ratio of 5.1; this means that for every £1 spent on advertising the Law Gazette received just over 5 job views. Considering it is still early in the campaign, we can expect this ratio to improve even more in the next few months due to campaign optimisations.
A supporting KPI was measuring the click-through rate (CTR) of the advertising. Here again the results are excellent, with management of Google Search and Bing outperforming the industry averages; Digital Willow achieved CTR of 3.82% Google and 4.02% for Bing, whereas industry average is 2% and 2.83% respectively. These figures indicate that the strategy is indeed reaching the right audience and working marketing spend to its highest efficiency.
Retargeting also played a big part in the few weeks this campaign has been running – over 36.5% of impressions of all channels have come through retargeting. Despite boasting the most job views, the retargeting channel also has the lowest cost per job view of only £0.15.
Getting good results early on in the campaign is always a positive sign. After collecting data for a period of time, we will conduct a thorough analysis on how Law Gazette Jobs is performing and create benchmarks. These benchmarks will shape the future strategy for years to come and solidify the journey we started towards increasing the market share of Law Gazette Jobs.