ARC Costs: Reducing Reliance on Paid Advertising Through Organic Marketing

The Challenge

ARC Costs had historically invested heavily in paid advertising to maintain visibility and generate new business. While advertising could produce immediate results, relying heavily on paid campaigns meant continuing to spend to maintain that visibility.

Our objective was to develop a stronger organic presence that could support lead generation over the longer term and allow ARC Costs to reduce its reliance on advertising.

What We Did

BSD Legal Marketing developed an organic marketing strategy combining SEO, AI optimisation, content, LinkedIn and email marketing.

Rather than producing generic legal costs content, we focused on the questions solicitors and other legal professionals were actually searching for, alongside commentary on important costs judgments, procedural developments and industry news.

We also used LinkedIn to distribute that expertise directly to ARC Costs’ professional audience, while email marketing helped the business remain visible to existing contacts and prospective clients.

This meant that individual pieces of content weren’t simply published on the website and forgotten. They could support search visibility, social media, email campaigns and wider business development.

The Result

The stronger emphasis on organic marketing has allowed ARC Costs to reduce its advertising spend while continuing to maintain its visibility and generate opportunities through other channels.

The project demonstrates something we regularly discuss with clients: paid advertising can be extremely useful, but it doesn’t necessarily need to be responsible for your entire pipeline.

By investing in SEO, content and an audience you can continue communicating with, marketing becomes less dependent on continually paying for every click.