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

Key Decisions

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

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