LegalHeros vej til god markedsføring

You’ve probably heard many times that if you want to succeed, you need to hire people who are better than you. Oscar Almstrup and Kristian Anker, both trained lawyers, learned this lesson when they tried their hand at marketing.

Although the name “Glitnr” had a good backstory and the guys thought it sounded fancy for a business, they quickly realized it wasn’t a great name. Therefore, they changed it to LegalHero.

“We had convinced ourselves that we should be called ‘Glitnr’ because it was a legal-historical term related to the god of justice in Norse mythology, who has a court called Glitner. We thought it would be perfect for our company, which is Nordic and deals with law.”

But the name didn’t quite have the effect on customers that Almstrup and Anker had hoped for.

“Even though we thought it was a cool name, it caused us a lot of problems. Not only because people couldn’t remember what we were called, but also because we spelled it ‘Glitnr’ thinking it was fancy. But people just thought it was spam, so we ended up being compared to something called ‘Glitnir,’ which, at the time, was the name of a bankrupt Icelandic bank.”

“We had realized that we weren’t the best at marketing, so without really knowing what we wanted, we started hooking up with some agencies. It worked, and tasks started rolling in, from people we had never heard of. But it was too expensive to get those customers in,” the founders say and continue:

“In 2018, we burned a lot of money on marketing. At times, we spent so much on customers that we thought our setup had broken down, because we were getting so few tasks compared to how much we were spending. This taught us that you can easily burn a lot of money on things like Google—Google will make sure your message gets pushed, but we could also see that it was being pushed to places that weren’t really relevant for us.”

The road to using Google for advertising wasn’t easy, and Almstrup and Anker don’t hide that fact. But it gave them a lot of knowledge and experience that they could put to good use.

“We could see that even when people were searching for things other than lawyers or legal services, we still showed up. We realized there’s a cap to how much you can get out of paying for searches. So, you can break through this cap and get your name out, but your ads also end up in places where they don’t necessarily need to be.”

The formula is found

“We started investing more in PR and organic results. We invested more in producing content, getting into newspapers, and generally working on that aspect of marketing. Luckily, the press is quite interested in entrepreneurs in Denmark, especially stories related to the legal profession, which is great for us,” Almstrup and Anker say.

LegalHero’s marketing strategy is slowly starting to take shape, but they are still in the experimental phase, where they need to try out different methods to create buzz about their company.

“We also had three months where we tried cold calling. We didn’t get much out of it, and we burned through all our good energy on it. It felt like we were the dentist calling to ask if people had toothaches.”

So, this is the approach where Almstrup and Anker realized that push marketing was fine, but cold calling was really just a waste of time.

“We felt like idiots. You could tell that businesses thought we were huge idiots.”

It’s essential to learn from others’ successes and challenges, and marketing, in particular, has been an area where Oscar and Kristian have learned a lot by making mistakes.

Today, the guys have found something that resembles a sustainable strategy—one they probably wouldn’t have discovered if they hadn’t taken the wrong steps along the way.

Table of Contents

LegalHero’s Path to Effective Marketing

The formula is found

Let's start a conversation

A risk free solution

Always know what you pay

Support

Solutions

Conditions

+45 89 808 404

hej@flexbuy.dk

LegalHero’s Path to Effective Marketing

The formula is found

For Pentia, staying updated is important - and they can do that with leasing

Five Easy Ideas for Employee Benefits That Can Boost Your Business

The most important things you need to know about a gross salary scheme.

A risk free solution

Always know what you pay