Ideas to Market Career Assessment Test for Lawyers

8 replies
I have a new client - it's a career assessment test (cost: $95) designed for attorneys and law students.

So far, we've done some paid advertising on LinkedIn, Facebook, Google Adwords (Search & Display), and nothing's yielded the kind of results I'm happy with.

I am pitching them on building a squeeze page and an aggressive content strategy of case studies and infographics. I think targeting forums and stepping up participating in LinkedIn Groups (linking to the new content) is going to be key.

Website is www.lawfit.com.

Any ideas appreciated.

Thanks!
#ideas #market
  • Profile picture of the author professorrosado
    I think you should first do some market research for this one. You need to determine your target market's behavior as it relates to your client's type of product / service. Also, do they purchase or feel comfortable with this as an online engagement? Do they even have the time? What would motivate them to take the time for this?

    You shouldn't guess with this level of IM. This must be done with market research for you to ensure good results for your clients and great success for yourself.
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  • Profile picture of the author David Micheal
    1. Know your customer. Who need your product the most?
    2. Know where your customer usually hang out and market your product there.

    BTW, you can try sell it at amazon and ebay.
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  • Profile picture of the author NeXtReview
    Originally Posted by carltonrsmith View Post


    Website is www.lawfit.com.

    Any ideas appreciated.

    Thanks!
    Here goes! I personally think your site is not the right kind to create great optin numbers

    Very distracting and not quick to load.
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    • Originally Posted by NeXtReview View Post

      Here goes! I personally think your site is not the right kind to create great optin numbers

      Very distracting and not quick to load.
      I agree. Too much time spent in loading the website will let the visitors to close the browser.
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  • Profile picture of the author DubDubDubDot
    Their website needs a redesign. Something that is more straight forward. It requires way too much clicking around for potential buyers to find out what's being offered and why they need it.
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  • Profile picture of the author dumitrumidon
    Hi all!
    Few good points marked here by @David Micheal and @professorrosado

    My few cents:
    NO redesign of the page is needed. I think you must create a landing page (on the same site) with strong headline and sub-headline and a call to action button. Your choice: collecting first mails and after this advertising based on the list or direct buy from the landing page.

    I can suggest also a contest(an iphone7 giveaway or more) with invite friends in order to collect a lot of mails. Promote your contest in law students circles(campus, offline advertising), also on law students forums(online). Reward the most active with the prize.
    You can start after this your campaign.

    Affiliates. You can use any of the affiliate networks available or you can set up your own on your site.

    ...a lot of other things may work here.
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    • Profile picture of the author Honest Tune
      Originally Posted by dumitrumidon View Post

      Hi all!
      Few good points marked here by @David Micheal and @professorrosado

      My few cents:
      NO redesign of the page is needed. I think you must create a landing page (on the same site) with strong headline and sub-headline and a call to action button. Your choice: collecting first mails and after this advertising based on the list or direct buy from the landing page.

      I can suggest also a contest(an iphone7 giveaway or more) with invite friends in order to collect a lot of mails. Promote your contest in law students circles(campus, offline advertising), also on law students forums(online). Reward the most active with the prize.
      You can start after this your campaign.

      Affiliates. You can use any of the affiliate networks available or you can set up your own on your site.

      ...a lot of other things may work here.
      Originally Posted by bizgrower View Post

      If you can replace "this" with "legal career assessment" in the headline to your post, you'd probably get more input.

      1)
      You should direct market to the people and law schools and law firms mentioned in paragraph one. Also the national and local bar associations. Maybe LinkedIn interaction. (I have not studied LinkedIn for this market.)

      2) The website navigation could be improved - easier to find the credibility establishing content such as testimonials and studies.

      A newsletter sign up box on the top right side of the website.

      .
      First off, thanks for all your input.
      I agree, NeXtReview, the site is not the way I would have wanted to design it. It was built in Joomla by a local company before I came along. I think it's not sales-driven, but there's not much I can change about it at the moment, so dumitrumidon, your advice is pertinent. Have been thinking about an iPad Giveaway, but I like your iPhone 7 idea better.

      I plan to start looking at affiliates - any particular networks y'all would recommend?
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      Founder of a virtual agency in Alabama. Roll. MFin. Tide.
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  • Profile picture of the author bizgrower
    If you can replace "this" with "legal career assessment" in the headline to your post, you'd probably get more input.

    1) Lawyers are generally kind of a macho crowd, so there would have to be discretion
    and there are barriers to pierce. And, they are generally self-motivated, intelligent and decisive and get a lot of this type of input through law school, friends and family (who are in the field), mentors, senior partners of their law firms, professors, internships, judges they clerk for... Additionally, they can always broadcast for Fox News if they don't like law. :<)

    Seriously, there is probably not a large market for this - I'd say 1 to 2% and generously guess at tops maybe 5% of younger lawyers/law students. 30ish years old or older thay are probably more set in their path. The client should have more exact demographics. And, your client is competing with Meyers-Briggs and other assessment companies.

    You should direct market to the people and law schools and law firms mentioned in paragraph one. Also the national and local bar associations. Maybe LinkedIn interaction. (I have not studied LinkedIn for this market.)

    2) The website navigation could be improved - easier to find the credibility establishing content such as testimonials and studies. Lawyers are more likely to want facts and figures - not marketing BS because they are trained and oriented to detect BS. Yes, maybe a squeeze page and newsletter that you should run by lawyers for appeal.

    A newsletter sign up box on the top right side of the website.

    3) Besides the pertinent stuff needing to be easier to find, the content of the site does not establish credibility. Who is behind the company? Why are they qualified? Credentials? History and criteria of the test development?

    Real prevalent WIFMs (What's in it for me?).

    Luck.
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    "If you think you're the smartest person in the room, then you're probably in the wrong room."

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