--- title: Marketing Strategy Review — 2025-11-17 type: article created: '2025-11-17' updated: '2026-04-05' source_docs: - raw/2025-11-17-axley-marketing-meeting-asymmetric-office-102263266.md tags: - axley - client-meeting - marketing - adwords - seo - salesforce - family-law - campaign-optimization - waukesha - madison layer: 2 client_source: Axley Law industry_context: legal-services transferable: false --- # Marketing Strategy Review — 2025-11-17 ## Overview Quarterly marketing review with Axley covering ad campaign performance, SEO priorities, and Salesforce data integrity. Key outcome: shift Waukesha AdWords budget to Madison, focus Family Law SEO on high-net-worth Waukesha County clients, and schedule a post-holiday Salesforce session to preserve 2025 YTD revenue data before the January reset. **Attendees:** - Mark Hope (Asymmetric) - Paul Buniel (Asymmetric) - Sebastian Gant (Asymmetric) - Nicole Hadaway (Axley, external) **Source:** [Fathom recording](https://fathom.video/share/PrxTUx5h4DCjdXqb124ff1_SXTV_vx4n) --- ## Key Decisions | Decision | Detail | |---|---| | Cut Waukesha AdWords to $500/mo | Campaign underperforming; savings redirected to Madison | | Launch Madison AdWords campaign | Reallocate freed Waukesha budget | | Family Law = next SEO priority | Target high-net-worth Waukesha County clients; keyword focus on complex asset division | | DWI spend reduction | Attorney capacity is constrained; consider pulling back | | Personal Injury geo-narrowing | Review statewide targeting; consider restricting to southern Wisconsin | | Salesforce 2025 revenue field | Create permanent static field before YTD resets in January | --- ## Ad Campaign Optimization ### Waukesha AdWords - Budget reduced to **$500/month** (from current level) - Campaign was underperforming; freed budget moves to a new Madison campaign - Remaining Waukesha spend focused on **Family Law within Waukesha County**, targeting high-net-worth clients ### Madison Campaign - New campaign to be built using reallocated Waukesha budget - Location pages (Waukesha + Madison) to launch this week to support campaign landing destinations ### DWI Campaign - Attorneys are at capacity; reducing spend is under consideration - High-value edge cases (e.g., 6th/7th offense) make a full cut difficult, but overall spend may be trimmed ### Personal Injury Campaign - Currently budget-constrained; cost per client is ~$2,500 — poor candidate for increased spend - Geographic targeting is statewide; most attorneys won't travel north of Wausau - **Recommendation:** Narrow to southern Wisconsin to improve conversion rates and cost efficiency - Google's own recommendation was to increase to $1,000/day — declined as unreasonable given lead quality --- ## SEO & Content Strategy ### Family Law — Next Priority - Waukesha County is a high-wealth market; ideal fit for complex divorce/asset division content - **Keyword focus:** stock options, LLC ownership, complex asset division, high-net-worth divorce - **Existing asset:** Tracy Barrett article on prenuptial agreements and asset division — can be repurposed/expanded - SEO and AdWords strategy aligned: both targeting Waukesha County Family Law simultaneously ### Location Pages - Waukesha and Madison location pages to go live **this week** - Madison page will use a photo in place of a map embed (location is confusing to navigate) - Pages will be linked from practice area pages via snippet links - Goal: signal to Google that each page is dedicated to a specific office location ### Domain Authority Service - $1,500/month domain authority service under consideration for next year - Asymmetric to research and bring back a recommendation --- ## Google Business Profile - **Problem:** Review score has dropped below 4.5 - **Root cause:** One user created three separate email accounts and left three 1-star reviews after being referred out to the state bar - **Action:** Nicole to send Sebastian examples of the fraudulent reviews; Asymmetric will escalate through their Google rep contact - Strategy: file repeated complaints until the reviews are actioned (same approach used successfully with Amazon) --- ## Salesforce Data & Reporting ### Critical: YTD Revenue Field Reset - **Problem:** The "Year-to-Date Cash Receipts" field in Salesforce is populated from the accounting system (via Jitterbit) and resets to zero in January, permanently destroying historical revenue data - **Solution:** Create a static **"2025 Revenue"** field and import current YTD values as hard numbers before the reset - **Process:** 1. Export current YTD report as CSV (include Salesforce IDs) 2. Create new custom field: `2025 Revenue` 3. Import CSV — map Salesforce ID → revenue amount into new field (not linked to any live formula) - **Timeline:** Post-holiday, before ~January 10th reset; Sebastian Gant to visit Axley office for a shared-screen session ### Web Form Lead Mapping - **Problem:** The "Preferred Office" dropdown on the Axley website contact form is not mapping to Salesforce — leads cannot be sorted by requested office location - **Action:** Investigate the WordPress-to-Salesforce automation (likely a simple field mapping fix) - **Enhancement:** Add a hidden IP address field to the form to capture approximate lead geography (imperfect due to VPNs, but useful) ### Year-End Performance Report - Asymmetric to prepare a 2025 summary report for Axley internal stakeholders - **Key metrics to include:** - SEO progress (Criminal Law rankings, Domain Authority growth) - Website traffic and performance trends - AdWords lead volume and cost-per-lead data - Sebastian to provide a formal list of desired KPIs; Asymmetric will workshop the format before delivery --- ## New Channel Exploration ### Spotify Ads - Discussed as a potential channel for **Business Law** targeting - 15–30 second audio spots; audience is passive but can be demographically targeted - Previous Facebook Ads attempt (Personal Injury) went poorly — "ambulance chaser" perception - Spotify may be better fit for business/professional audience - **Action:** Asymmetric to research Spotify ad pricing and options --- ## Action Items - [ ] **Nicole (Axley):** Email Sebastian examples of the three fraudulent 1-star Google reviews - [ ] **Asymmetric:** Cut Waukesha AdWords to $500/mo; shift budget to new Madison campaign - [ ] **Asymmetric:** Build Madison location page from provided mockup; launch both Waukesha and Madison pages with snippet links this week - [ ] **Asymmetric:** Research Spotify ad pricing and options for Business Law; report back to Axley - [ ] **Asymmetric:** Research $1,500/mo domain authority service; bring recommendation for next year planning - [ ] **Asymmetric:** Prepare 2025 year-end performance report (SEO, website, AdWords) - [ ] **Asymmetric + Axley:** Schedule post-holiday session (Sebastian on-site) to create `2025 Revenue` Salesforce field and import YTD data before January reset - [ ] **Asymmetric:** Investigate WordPress-to-Salesforce mapping for "Preferred Office" field; explore adding hidden IP field to contact form --- ## Related - [[clients/current/axley/_index]]