Enhancing digital marketing of a small International Fiscal & Law Firm

Desired outcome

AP Legal Services - Multilingual lawyers and tax advisors

AP Legal Services first opened in 2003 in San Javier (Murcia, Spain) - one of the main locations for real estate success in the San Javier, Mar Menor area. The founder, Adriana Pérez, has given her assistance and legal advice to thousands of clients, both residents and non, since opening her Law firm. The company´s mission is to make the Spanish legal and tax process accessible and easier for her clients.

Our team at APLS is diverse and multilingual. We specialise in Real Estate Law (conveyancing, extinction of co-ownership, rental ), Family Law (inheritances, incapacity, divorce/separation, custody), Fiscal Law (Non-resident taxes & Resident Income tax) as well as Litigation and Business Law.

We are not your usual law firm. Our international backgrounds, expertise in different legal fields, attention to details and customized legal approach for every client, make us the right choice to handle both your legal and tax affairs in Spain.

Main service offered to clients:
• Conveyancing property purchase
At AP Legal Services we understand that the prospect of purchasing a property in Spain can feel overwhelming. We provide our clients with total guidance from the day they choose their dream home, to the day they get a hold of the keys. This process can be a daunting task , especially in a foreign country, without the right legal advisors. We are here to help you through this.

Other services offered to clients:
• Conveyancing - Property Sale
• Tax law
• Inheritance process
• Management Services, etc.

The main goal of the challenge: Increase the leads generation through comprehensive digital marketing plan, focused on SEO and SEM campaigns.

Initial Problem Description

Currently, the company performs well in marketing towards its main target customers, international clients who are geographically based in Spain, permanently or temporarily.

The marketing efforts oriented to this market segment, gave good results, and the company has the ambition to reach out to more clients in their country of origin (customers that are based outside Spain), and wish to buy property in Spain.

Context

The target customers mostly come from other European countries, such as Belgium, Netherlands, UK, Luxembourg, Germany, etc. They are mostly non-Spanish speakers, without knowledge of Spanish laws and tax system, with the need of legal-tax assistance and guidance. The age range of the target customers is +30.

They mostly hire the company for the purpose of purchasing their dream home in Spain, either with the goal of moving to Spain or with the goal of owning a secondary residence.

The main challenge consists of targeting those clients, looking for this kind of services, based outside Spain, as little effort has been made so far to target them.

We are looking for a team of talented and creative international students, capable of achieving this goal for us and make our small company visible to the world!

Connection to cross-cutting areas

Digitalization is the main cross-cutting are connected to this challenge, taking into account that the comprehensive digital marketing strategy is expected from the team.

At the time when digital technologies are ever transforming our world, it is of utmost importance that SMEs keep up with the pace.

Input

The company already has a strategic marketing plan in place, focused on customers already based in Spain, that should be used as a basis and guidelines to students. They should use their own analyses capacity and local insights to develop the marketing strategies adapted to the target markets.

The company will provide the information needed about the market trends in the sector, the competition, as well as the profile of current clients, to support the team in the challenge solving.

Expectations

We expect that the team is able to design a digital marketing plan that allows the company to increase lead capture in the main search engines. The main goal of this campaign is to capture and convert leads coming from search engines.

This should be achieved through comprehensive digital marketing strategy, focused on SEO and SEM campaigns in the target countries (Benelux, UK, Germany, etc.). It should be accompanied with concrete plan of actions, as well as estimated budget calculation for the strategy and actions proposed.

Desired Team Profile

We are looking for a talented and diverse team, capable of delivering a meaningful and applicable solution to the company´s challenge.

Taking into account our target markets, in terms of countries where the clients come from, the team should ideally include students from those countries (Benelux, UK, Germany, etc.), along with students from other European countries.

Additional Information

The company can provide additional information to the selected team, if needed, once the team starts resolving the challenge.

Related Keywords

• Digitalization
• Communications
• Consumer related
• Other
• Finance, Insurance and Real Estate