Eurobiometrics Case study
Context
A well-established legal team, with years of experience in the industry, ventured into the legal translation market by launching a specialized legal document translation company. Despite their strong reputation, they faced a significant challenge in reaching their target audience—individuals and businesses seeking accurate, certified document translations for both work and personal purposes. With no existing digital presence or marketing strategy, the company needed an expert approach to enhance brand visibility, generate high-quality leads, and position themselves as a trusted authority in legal translation. The goal was to build a comprehensive solution, from website development to strategic marketing campaigns, to ensure sustained growth in a competitive market.
Challenge
Though the company had significant legal expertise, they lacked an established marketing presence in the translation sector. Their target audience included a wide range of clients—individuals needing personal documents translated for legal or immigration purposes, as well as businesses requiring translations for contracts, legal filings, or compliance across multiple languages. The company needed a strong digital presence to differentiate themselves in this niche and capture both local and international clients seeking specialized legal translation services.
Strategic Plan
Market Research & Competitive Analysis
Objective: Understand the behaviour and needs of individuals and businesses seeking legal document translations.
Action: We conducted a thorough analysis of the legal translation market, identifying competitors and uncovering opportunities for differentiation. This included assessing the demand for specific languages and types of documents, such as contracts, immigration papers, and official certifications, allowing us to tailor the company’s messaging and positioning effectively.
Website Development with SEO Optimization
Objective: Establish a professional, SEO-optimized website to enhance visibility and attract organic traffic from search engines.
Action: We created a user-friendly website with a clear focus on the company’s niche services. The site was optimized for search engines, featuring keyword-rich content that targeted phrases like “legal document translation” and “certified translation services.” Key elements included:
Service pages dedicated to specific types of translations (e.g., work visas, immigration, corporate legal documents).
A streamlined user interface designed to convert visitors into leads through clear calls-to-action and easy navigation.
Mobile optimization to ensure accessibility for users on all devices.
Content Marketing Strategy
Objective: Position the company as an expert in legal translation, engaging the target audience with valuable content.
Action: We developed a robust content marketing strategy that addressed the unique needs of individuals and businesses:
Blogs and Articles: Explaining complex legal translation processes, including how to ensure accuracy in sensitive documents and the importance of certified translations for legal compliance.
Case Studies and Testimonials: Showcasing successful translations of legal documents for both personal use (e.g., birth certificates, immigration documents) and business purposes (e.g., contracts, legal filings).
White Papers and Downloadable Resources: Offering in-depth insights into legal translation for businesses, available in exchange for contact information, thereby generating leads.
PPC Campaigns and Lead Generation
Objective: Drive immediate traffic and generate leads through highly targeted advertising campaigns.
Action: We launched a series of Pay-Per-Click (PPC) campaigns on Google Ads and social media, targeting specific high-intent keywords like “certified document translation” and “legal translation services.” These campaigns were designed to capture the attention of individuals and businesses actively searching for legal translation solutions, resulting in high-quality leads and conversions.
Social Media Marketing and Thought Leadership
Objective: Build brand visibility and engage with potential clients on relevant platforms.
Action: We established a social media presence on LinkedIn and Facebook, focusing on sharing industry insights and practical tips on legal translation. This helped build trust with both individuals and businesses seeking expertise in complex translations, as well as positioned the company as a thought leader in the space.
Local SEO & International Outreach
Objective: Increase visibility in local searches while also expanding to international markets.
Action: We optimized the company’s Google My Business profile to capture local searches for legal translation services, ensuring their business was visible to those needing immediate translation help. Additionally, we implemented international SEO strategies to appeal to clients from diverse geographic locations seeking document translations in various languages.
CRM Integration & Email Marketing
Objective: Ensure seamless lead management and nurture potential clients into long-term partnerships.
Action: We integrated a Customer Relationship Management (CRM) system to organize leads and track client interactions. Automated email campaigns provided personalized follow-ups, ensuring potential clients received timely and relevant information, keeping the company top-of-mind for future translation needs.
Results
Increased Online Visibility: The newly designed website, combined with targeted SEO, improved the company’s visibility significantly, leading to a 200% increase in organic search traffic within six months.
Growth in Lead Generation: The PPC campaigns and SEO efforts resulted in a 50% increase in high-quality leads from both individuals needing personal document translations and businesses requiring complex legal translations.
Enhanced Authority in the Market: Thought leadership content and case studies established the company as a trusted expert in the legal translation niche, leading to a higher conversion rate from inquiries to paying clients.
Improved Local and International Reach: Local SEO and international targeting efforts expanded the company’s reach, resulting in a 40% increase in inquiries from both local clients and international businesses.
Conclusion
Through a tailored, multi-faceted marketing strategy, we successfully positioned the legal translation company as a recognized leader in its niche. By creating a high-quality website, optimizing for both local and international SEO, and launching targeted PPC campaigns, we enhanced the company’s online visibility and generated a steady stream of high-quality leads. Our expertise in digital marketing ensured the client not only reached their ideal audience but also achieved measurable growth and long-term success in a competitive market.