Constellation Marketing
How one agency is using Citation Builder to gain first page rankings and leads for their clients
About Constellation Marketing
Constellation Marketing works with solo practitioners and small law firms across the world who want to grow their businesses through marketing but don’t have the time or knowledge to do so themselves.
Their goal is to harness the power of Google to remove customer acquisition challenges, so clients can get on with what they do best.
Their model is simple: use cutting-edge digital marketing services designed to elevate clients’ online presence and deliver sustainable growth. They pride themselves on their eye for innovation and can-do attitude, and how their honest and transparent services drive success.
“The challenge for many law firms is that when they start their own business the majority of their new clients come from referrals,” Patrick Carver, Constellation Marketing’s CEO. “But referrals can be infrequent and ultimately not scalable.
“So what we try to do is grow their presence beyond what is available on their existing referral network. We do that by understanding the types of cases they want to get, then we look at what people are searching to find those services and then work to put our clients in those organic search results so they can get found and ultimately make connections with the people that they don’t already know.”
The Challenge
Affordable and Efficient Citation Building
Constellation Marketing’s journey with local search began when they identified that local SEO was a growing area that could provide their clients with more opportunities to be seen online.
After some research, it became clear to them that citation consistency and visibility played a huge role, so they decided to offer it as a foundational service for their clients.
“We knew that offering citation services for our clients would be time-consuming if we were to do it manually, and that we’d need a way for it to be more efficient,” explains Patrick. “Our previous provider, Moz Local, did a certain set of actions but it was expensive, and as our client base grew from five to 10 clients and upwards we knew we needed to keep the costs down for our clients but still provide a high quality of service.
“So we decided to look for a service that would provide us with the tools to get our clients’ information out there on big information directories, but in an affordable way.”
The Solution
Time-saving and Trust-building Services
Patrick discovered BrightLocal and hasn’t looked back since adopting it as a core part of Constellation Marketing’s client package.
“BrightLocal gives us some really positive and important things. First of all, it saves us a tremendous amount of time when it comes to both building and keeping track of citations. To know that it’s being taken care of and we don’t need to put in any additional effort tracking, checking or doing quality control gives us real confidence,” says Patrick.
“Another tremendous advantage is the ability to go in and make a change to a business’s information and have it distributed across citation sites. We’ve been in situations where the name of the firm changes because they bring on a new partner, or their address changes. In this situation, the first thing we do is go to BrightLocal and make that change there. That way we know that the dissemination process can begin and is pretty much taken care of.”
BrightLocal’s white-label reporting has also proved valuable to Patrick and his team: “Some clients aren’t interested in what goes on behind the scenes, but others are really interested, and in some cases they’ve worked with companies like ours before but have never seen any real results.
“So we use the reports in BrightLocal to not only demonstrate the value we’re providing, without having to do any additional work on our side, but also to be more transparent and educational for our clients, which goes a long way to building trust.
BrightLocal Tools Used
The Results
First Page Positions and Lots More Leads
Each month, Patrick and his team look at the number of first-page positions they’ve generated on Google organic results for their clients, and since adopting BrightLocal they’ve seen some great results. In one month they generated 4,599 first-page positions for their 46 clients, and over 2,000 leads.
“We’d absolutely recommend BrightLocal to other marketing businesses,” Patrick continues. “When we speak with clients at the beginning of the process they’ll often mention citations and that they’ve heard they’re important, so it’s really nice to be able to point directly to BrightLocal and say ‘look, this is the best in the business, we believe in it, we use it all the time and you’re going to be taken care of’. It’s such a well thought out, nicely packaged and effective product.”
