发力消费者每一个决策路径，基木鱼助力君申律所全链营销000

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mt_50" style="display:none;"> <div class="l"> <p class="big-title"><span>-24%</span></p> <p>线索成本</p> </div> <div class="l"> <p class="big-title"><span>+2.86%</span></p> <p>点击率</p> </div> <div class="l"> <p class="big-title"><span>+250%</span></p> <p>咨询量</p> </div> </div> </div>  <div class="main" style="position:relative;"> <div class="content-wrapper"> <div class="content"> <h2>营销背景</h2> <p>天津君申律所以婚姻家事、离婚类案件代理诉讼业务为主，面临市场双巨头占据天津70%份额，外地流量入侵竞争的情况，且由于此类业务利润点较薄弱，在一定程度上限制了律所的发展速度。</p> <p>当前面临三大营销困境：疫情持续时间过长导致整体市场大环境不好，行业成本飙升。由于案件量下降加剧了天津律师市场竞争，各所开始价格战。客户要涉猎刑事案件领域，但由于此类业务本地存在双巨头，加入巨头之争使得刑事成本极高。</p> <h2>营销目标</h2> <p>稳固现有离婚市场份额，逐步推进刑事类案件投放瓜分刑事市场。稳定A值以及CPA值，提高有效到所咨询量。</p> <h2>营销方案</h2> <p>基于客户需求，全方位打造营销方案，发力消费者每一个决策路径，助力君申全链营销，以用户为中心，通过效果广告，从四个维度扩大品牌认知，增强品牌公信力，提升品牌偏好度，同时引导到店转化。</p> <p>具体而言，开创天津法律行业营销新玩法——情景剧模式热点话题演绎+专业律师现象解读。创意营销集中输出，迅速聚焦关注，引发情感共鸣。</p> <p style="text-align: center;"><img alt="" src="https://bass-o-groove.cdn.bcebos.com/bass-o-groove/knowledge/4b534c47-5145-4e41-ba6f-161857550815.png" width="638" height="230" style="text-align: -webkit-center; white-space: normal; width: 638px; height: 230px;"></p> <p>针对《民法典》网友关心热门话题，出具公益栏目，输出品牌专业知识。以公益平台内容共建，定制化创新互动圈粉。</p> <p style="text-align: center;"><img alt="" src="https://bass-o-groove.cdn.bcebos.com/bass-o-groove/knowledge/4b534c47-9639-4243-63cf-161857553714.png" width="638" height="394" style="text-align: -webkit-center; white-space: normal; width: 638px; height: 394px;"></p> <p>依托百度APP亿级用户入口，输出品牌专业知识能力，为用户解答疑问的同时，树立品牌专业、权威的形象。</p> <p>通过搜索账户搭建，分词性定位不同受众，实现更精准用户触达。</p> <p>使用创意视频前卡玩法，提高点击率，与调整前相比，调整后的点击率提升2.86%。同时，定制化基木鱼页面，以内容性页面为主，专业引导用户。</p> <p style="text-align: center;"><img alt="" src="https://bass-o-groove.cdn.bcebos.com/bass-o-groove/knowledge/4b534c47-71f5-4c89-a339-161857566613.png" width="638" height="384" style="text-align: -webkit-center; white-space: normal; width: 638px; height: 384px;"></p> <p>使用oCPC分包数据呈现，按照案件类型拆分投放包，根据需求及案件类型采取不同扩量策略。</p> <p>通过门店搭建，引流核心客户到店转化，以门店推广支持多种投放方式，精准LBS定向和实时距离呈现，带动目标受众快速到所咨询/电话咨询。</p> <h2>营销效果</h2> <p>对基木鱼页面进行优化调整，微信日均复制添加数提升225%。</p> <p>通过oCPC+门店推广，即LBS精准定位+智能投放，精准投放目标人群稳定控制成本，获客成本账户整体平均降低24%，客户加增250%门店预算。</p> <p>与投放前相比，稳固了现有离婚市场份额，逐步推进刑事类案件，打破双巨头，“三足鼎力”进军，同时客户成本低于市场均值，实现了高效低成本!</p> </div> </div> <div class="gradient-overlay"></div> <button id="showMoreBtn" class="show-more-btn" data-toggle="modal" data-target="#free_consult_diy" ><i class="fas fa-chevron-down"></i> 免费查看完整版</button> </div>  </div>  <div class="newForm">  <div class="modal fade" id="free_consult_diy" data-backdrop="static" data-keyboard="false" tabindex="-1" aria-labelledby="staticBackdropLabel" aria-hidden="true"> <div class="modal-dialog"> <div class="modal-content"> <div class="modal-header"> <button type="button" class="close" data-dismiss="modal" aria-label="Close" style=" position: absolute; left: 0;"> <span aria-hidden="true">×</span> </button> <div class="modal-title 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