Rocket Lawyer - Marketing innovation for accessible law

Marketing strategies and engagement

1. Educational content
   Rocket Lawyer stands out for its ability to produce content that is relevant to its audience. Articles, explainer videos, and how-to guides address common legal issues such as creating contracts, divorce, or running a business. This content addresses users' immediate needs, thus fostering natural virality as it is shared by those who find direct value in it.
   

1. Partnerships and influencers
   By partnering with legal experts and influencers in the fields of law and business, Rocket Lawyer expands its visibility and gains credibility. These partnerships allow the company to reach a wider audience and build trust in its services.
   
   
2. Targeted advertising
   Using platforms like Facebook, Instagram, LinkedIn, and Google Ads, Rocket Lawyer delivers personalized ads that are well-targeted to the specific legal needs of its audience. These campaigns generate high engagement because they are perfectly aligned with user expectations.

4. Freemium model
   By offering free services (such as creating basic legal documents), Rocket Lawyer attracts a large number of users. This model not only promotes virality, but also encourages users to recommend the services to their friends and family, thus contributing to increased brand visibility.
   
   
5. Interactive Marketing
   To boost engagement, Rocket Lawyer offers interactive experiences like legal quizzes, live consultations, and social media events. These actions create authentic interactions with audiences, encouraging sharing and increasing brand visibility.

Audience targeting and objectives

Target audience

Rocket Lawyer primarily targets two segments:

• Small businesses and entrepreneurs : They are looking for simple and affordable legal solutions to manage their needs (creating contracts, protecting intellectual property, etc.).
• Individuals : Those who need one-off legal services (drafting contracts, divorce advice, inheritance).

Campaign objectives:

• Increase brand awareness by positioning it as an affordable and simple alternative to traditional law firms.
• Acquire new clients by attracting users to the platform for on-demand legal services.
• Retain existing users by encouraging them to recommend the platform and take advantage of premium services.
• Maximize conversions by incentivizing free users to upgrade to a paid subscription for more advanced services.

Results

The results of a successful campaign can be measured through several key indicators:

• Conversion Rate : The number of free users converted into paying subscribers.
• Impressions and Reach : The extent of social media campaigns and online advertising.
• Engagement : The volume of likes, shares, comments, and views on posts.
• Increased sales : The number of new subscriptions and purchases of paid services.
• Retention : The rate of long-term user loyalty.