US Legal Forms was a pioneer in digital document management and has been providing individuals, attorneys, and SMBs affordable access to state-specific forms since 1997.
It boasts the largest library of forms and form packages for just about any use case in any US state. Premium users can browse 85,000+ official forms and contracts, edit and save them as templates, eSign, and even securely eNotarize.
grew brand followers by 214% to 154.
amplified brand mentions from 0 to 154.
grew brand engagments by 765% to 744.
amplified organic brand impressions by 276% to 85K.
To go upmarket and increase the number of Premium users by creating a community of people who need a DIY legal solution
The US Legal Forms marketing team was focused on performance marketing (SEO, SEM, and PPC) and didn’t have the human resources to spend on giving social media the attention it needed to deliver business results. With the desire to go upmarket, US Legal Forms needed a strategy that would help with user retention and more importantly, move users from Basic plans to Premium plans. There was a need to capitalize on the share of voice in the legal tech market, especially digital document management. With other tools investing heavily into brand awareness, US Legal Forms needed a partner who could focus attention on jump starting their social media to help establish US Legal Forms as an end-to-end solution for individuals, attorneys, and SMBs to use, while at the same time build a community for people to share ideas and to everyday legal workflow problems.
A clearly defined strategy was needed to jump start US Legal Forms’s social media
To move US Legal Forms upmarket, pavdy helped Kyle Kelleher, Director of Growth & Corporate Development at airSlate set short-term and long-term goals for social-media-based brand awareness activities. These goals were accompanied by strict KPIs and comprehensive SMM-traffic funnels.
— Generate 40+ posts per month divided between Facebook, LinkedIn, Twitter
— Increase brand mentions by 20%/month per channel
— Increase brand impressions by 20%/month per channel
— Do direct engagements and give 10 likes and comments per day per channel
Create a content calendar with consistent posting, establish a tone and voice and design guidelines for social media, and make team members brand ambassadors.
A comprehensive SMM strategy and execution team for clear and concise marketing on social media
After the pavdy team completed the discovery phase, created the overarching and channel-specific SMM strategies, and the content calendar for US Legal Forms, content generation and community management could begin. For three months, pavdy focused on digging deep into the US Legal Forms user persona to understand how they use social media and what they want to see and interact with to spike brand trust and recognition across Facebook, LinkedIn, and Twitter.
Key metrics for social media growth in Q2 of 2021
With pavdy’s guidance, US Legal Forms was able to achieve several milestones to greater community loyalty and brand recognition.