Scottish solicitors secure digital success thanks to digital PR experts
WHEN BOYD LEGAL acquired the client business of a long-established Musselburgh law practice, the firm wanted to ensure the news got out to digitally-savvy clients.
So, the team contacted digital PR experts at Holyrood PR to come up with a solution – and we put in place a short, but high impact digital campaign linked to traditional media targeting.
This involved creating a week-long social content plan to showcase the transition, provide reassurance on the continuity of service, introduce Boyd Legal in general and promote their services – with a social media post being uploaded daily to Facebook and Twitter.
In addition, we created a promoted post on Facebook that was specifically targeted – at low cost – to audiences in Musselburgh/East Lothian.
The outcomes were hugely impressive:
- 14,755 audience reach through a single Facebook ad in the span of seven days, achieving double than the estimated reach
- 28,693 total impressions
- 1,032 engagements
- 144 link clicks to the Boyd Legal website
- A significant boost in content performance metrics across all social media posts, positively aligning with the social media platform algorithm
- Successfully targeting set target audience with determined demographic and location parameters
These results ensured the acquisition of Somerville & Russell’s client business was not only an important step in the firm’s growth ambitions – but also a digital PR success story.
We solved a sizeable problem for Boyd Legal – because the team had been concerned about how best to get the news out to Somerville & Russell clients to let them know of the new position and to reassure them that the transition would be stress-free and efficient.
Meanwhile, our campaign also ensured that those longstanding clients were introduced to the wide range of additonal legal services that Boyd Legal can offer.
However, the digital success did not stop there, because our media release on the acquisition appeared in the East Lothian Courier digital edition – with the story becoming the ‘Most Read’ on Wednesday, March 10.
With the East Lothian Courier securing more than 252,000 unique visitors, that’s a massive extra profile boost. But in addition, the placement will have hit thousands more eyeballs on “dark social” – with people sharing and forwarding the piece through their own channels and apps such as What’s App, email and SMS/text messages
The results delighted the Boyd Legal so much that Holyrood PR has been commissioned to handle a number of other digital campaigns to promote the firm’s specialist services.
Read the full story about the acquisition of Somerville & Russell’s clients:
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