Can following the rules be called rebirth?

Chapter 126, Section 124: The Data-Driven Era

We agreed to listen to the live show together, but we had to stay up all night until we got off work.

Would you consider this a case of "bitter before sweet"?

The next morning, Li Zhi sat at her workstation at Leying Law Firm, holding a large, steaming cup of water in both hands, and stared blankly for a while.

As mentor lawyer Zhuo Luxia stepped into the firm, her work assignments arrived as scheduled.

"Little lychee~"

"You know, we recently started working with Mingli Legal Consulting Company next door."

Zhuo Luxia smiled and moved a stack of files on the girl's desk, then continued.

"Put aside your current administrative work and come with me to assist our colleague next door and try to meet their needs."

"Ok, no problem."

The short-haired legal assistant is committed to getting things done and raising her voice.

The legendary Mingli Legal Consulting Company also has its offices near the Nanhu Industrial Park.

So at the appointed time of 9:30, several young people swarmed into the law firm.

The leader was an exceptionally fair-skinned young man, only a little over 170 cm tall, and very thin.

"Hello, hello, my name is Xiao Hui, and I am the team leader of the Mingli product team."

Xiao Hui shook hands with Zhuo Luxia, who then arranged for him and several employees to find a small meeting room, set up power and network cables, and use it as a temporary workstation.

After the hot pot was cooked on the rooftop, the employees present, regardless of when they joined the company, all had a wonderful experience.

Having dinner with the big boss once, even if it doesn't immediately lead to a promotion and raise, is a good thing, as long as it leaves a good first impression.

Soon, He Min made the decision to promote Xiao Hui to the position of product team leader.

The others also went with the flow and moved on to new levels.

Shi Fangfang is in charge of operations and promotion, He Ming is temporarily in charge of technology, and Wei Yifan is leading the sales team.

"Lawyer Zhuo, I'm so sorry."

In the center of the conference room, on a large table, Xiao Hui stared at the stacks of business introduction templates that Li Zhi had brought over, his brows furrowed deeply.

"The leader specifically emphasized that these are not what we want."

“These cannot be called legal service products in the true sense. Let’s integrate our business and start over.”

Zhou Mingyuan himself said this on that day.

Legal service products are actually a summary and refinement of the entire business process by lawyers and practitioners.

Without standardized, long-term operational processes, even the best products will remain unused and unused.

"How can we cooperate?"

Zhuo Luxia crossed her arms, looked at Li Zhi who was diligently taking notes beside her, and smiled.

Perhaps due to her close relationship with the other company, the short-haired girl appeared particularly dedicated today, with a gentle expression and patient movements.

“When designing products, I suggest considering it from two perspectives.”

Xiao Hui took out the memo in his hand and read it word by word.

The above is the essence of what he extracted after completely organizing his boss's thoughts.

"The first step is customer acquisition, which needs to be visualized."

Xiao Hui pointed to the unremarkable promotional brochure.

"On the customer acquisition side, what we really need are product promotional materials to enhance customers' recognition and trust in our value."

Why use visualization?

"Because lawyers face a high professional barrier when dealing with clients."

"If information and processes are not transparent enough, customers will feel uncertain and insecure, which will naturally reduce the payment rate."

Xiao Hui continued.

"At this point, we need to start with the customer's most pressing needs and tell them what to do."

"We showed the client how we helped him solve his problems step by step, letting him know that we truly understand him!"

“That makes sense. Go on, and have your assistant write down all the requirements.”

Zhuo Luxia seemed to be deep in thought.

Li Zhi always carried a notebook with her, her pen flying across the paper, writing furiously and incessantly.

"Legal service products need to be systematic. For example, you can use legal education products to attract customers, one-stop standard products to discuss cases, and then make a special plan for quoting prices."

"Taking marriage and family law services as an example, we develop a complete product system based on this approach."

Xiao Hui paused for a moment, shook the laptop in front of him, casually opened a Word document, and typed in the text.

"For lead generation products, we can create a 'Required Course on Marital Relationships and Property Security.' That shouldn't be difficult, right?"

"It's not difficult, not difficult at all."

Zhuo Luxia nodded decisively.

Even Li Zhi knew perfectly well that this kind of thing could be handled by those working nine-to-five jobs within the system, let alone the legal profession.

"Next is the 'One-Stop Legal Services for Marriage and Family Matters,' which will serve as the standard for case discussions in the next stage."

"Finally, there are the products for pricing. Here we can try to do two things: one is the 'Special Pricing Scheme for Marriage and Family Cases,' and the other is the '2014 Big Data Report on Marriage and Family Cases.'"

Xiao Hui sat up straight, his expression confident.

Have you noticed the difference between online and offline?

"Through this series of processes, clients can quickly see our professionalism."

"At different stages of the client interaction, we combine different products to present the law firm, team information, and legal service scenarios, processes, and content in a more targeted manner."

Zhuo Luxia took a deep breath, as if she had realized something, and narrowed her eyes: "It really is!"

She was a traditional lawyer who came from a traditional background, but after meeting a legal consulting firm that embraced internet thinking, she was able to grasp the essence of things in just a few words.

"Next, I'd like to talk about the delivery side."

Xiao Hui is young, but he has a lot of experience.

Having worked in both law firms and consulting companies, I understand the importance of finding common ground while respecting differences.

"The most crucial aspect of the legal service productization process lies in the entire delivery process."

"Standardization must be achieved at the delivery end."

At this moment, Zhuo Luxia interjected, "What is standardization?"

"Standardization means identifying the problems that customers frequently encounter in this business area, defining clear service boundaries based on the common needs of customers, and providing unified and effective solutions and tools."

"Therefore, at this time we need to standardize our case-handling experience and form a set of service content that can be repeatedly applied, including customer needs collection, case-handling guidelines, legal document templates, training materials, and a frequently asked questions database, so as to achieve batch replication efficiency."

"With standardized processes, when we complete search bidding and information flow promotion on the front end, we can catch this massive amount of traffic in a funnel-like manner."

Xiao Hui spoke with great enthusiasm.

"That sounds interesting. Let's try making it together."

Zhuo Luxia listened with great interest. She stood up and extended her right hand.

"Team Leader Xiao, it's a pleasure working with you!"

"Happy cooperation!"

In fact, without standardized operating procedures to support it, the designed legal service product is indeed an "empty shell".

This not only fails to gain client approval but also indirectly erodes the professional reputation of the company and law firm.

Creating legal service products is not easy, but it's not that difficult either.

Find a business area suitable for long-term accumulation, and start by standardizing, modularizing, and streamlining the business processes to gradually define your own service products.

Two flowers bloom, each telling its own story. The product team temporarily moved to the neighboring Leying Law Firm, merging with the firm to refine the product, while the other teams were also extremely busy.

Mingli Legal Consulting Company, Zone D, Nanhu Industrial Park.

"Your plan is being implemented rather hastily."

Who says that being reborn as a boss means you can be a hands-off manager?

On the first day of trial operation, Zhou Mingyuan completely overturned his original idea.

Ultimately, he himself possessed advanced thinking, tactics, and vision.

The grassroots employees who put ideas into practice one by one are nothing more than a makeshift team.

Every detail and operational aspect, once studied, is filled with numerous flaws.

Early in the morning, Zhou Mingyuan called Shi Fangfang to his office and expressed his dissatisfaction with her promotion and operations team.

"Isn't the plan too crude? With such high costs, how could it possibly work?"

The boss tapped his fingers on the table, sighed deeply, and then pulled over a whiteboard from a short distance away to personally explain the situation.

The "plan" he mentioned is a professional term for traffic targeting.

In layman's terms, advertising means that companies spend money to place ads in the native content feeds of various platform apps, or in news sections, video ad sections, pop-up ads, and other similar locations.

The content displayed consists of text and images.

The plans in this process are often based on a combination of keywords, and the target user groups are defined according to different cost bidding methods.

"I've always run it this way before, and the ROI (return on investment) is pretty good."

Shi Fangfang blushed, wondering what went wrong with her actions.

In which industry did you previously work in traffic acquisition and marketing?

"Teacher training".

"No wonder. Most of the companies involved in education and training are listed companies. They can afford to burn through budgets. The cost of a single lead is extremely high, so a lower ROI doesn't matter."

Zhou Mingyuan burst out laughing.

“We are different; we need to keep the ROI at least around 1:3.”

"So you need to optimize; every plan needs further optimization."

The man observed Shi Fangfang's expression and, seeing that she didn't react, continued speaking.

"Within a week, we should be able to launch several areas that are relatively standardized."

"For example, products related to labor, marriage, inheritance, real estate, traffic accidents, and work-related injuries."

"You should quickly coordinate with the product team and develop different promotional plans for different types of cases."

"Ok."

Shi Fangfang nodded.

Unexpectedly, after thinking for a few seconds, the boss asked another thoughtful question.

"Okay, come and log in to your campaign account page, I'll take a look at your campaign and keywords."

Zhou Mingyuan pushed back his computer chair, shifting his position slightly so that Shi Fangfang could enter her account and password.

Upon seeing this, the boss let out another long sigh.

It's no wonder he felt something was wrong everywhere he looked.

Leaving aside other industries, legal services are a semi-comfort zone for me.

In his previous life, he had thoroughly studied the entire process and knew every detail inside and out.

"Listen carefully, I'll only teach you once. As for how to optimize your campaign, you can figure it out yourself."

"Yes, Mr. Zhou, don't worry."

Shi Fangfang stuck out her tongue and said somewhat shyly.

"There are many keywords related to legal consultation, and many of them are sensitive words, so the initial keyword work needs to be done well."

"As for keyword adjustments, you need to explore and test them one by one according to the four-quadrant rule."

Seeing Shi Fangfang's blank look, Zhou Mingyuan decided to go all the way and began to explain.

"The four-quadrant rule, taking the education and training industry you are familiar with as an example, is to divide keywords into four dimensions: high conversion and low price, high conversion and high price, low conversion and low price, and low conversion and high price."

The man drew four quadrants on the whiteboard and, using art education as an example, explained them to Shi Fangfang in a simple and easy-to-understand way.

"Oh, I get it!"

Shi Fangfang's eyes widened as if she had discovered a new world.

In the era when internet giants were rapidly expanding their reach, the marketing and promotion industry was essentially feeling its way forward.

Most people who engage in advertising only have a superficial understanding of it.

In contrast, Boss Zhou Mingyuan not only understands the business, but also has theoretical support for it.
That's a bit too technical.

Shi Fangfang was completely taken aback.

But her real test is yet to come.

"And your landing page."

Opening your ad account in front of your boss is undoubtedly tantamount to a grand naked run in the sunlight.

Zhou Mingyuan looked disgusted: "Isn't it just being lazy?"

"Using the same landing page for all business campaigns, have you thought about that?"

The man crossed his arms and pointed to the silly version of the landing page in front of him, feeling both annoyed and amused.

A landing page is the first page that potential users click through to their site via in-site banners, external news feeds, search engines, or other channels.

Its purpose is to persuade users to complete a specified action.

The simplest example is filling out a form and waiting for a salesperson to contact you one-on-one.

"If you do this just to save time, the results will definitely be greatly reduced."

Zhou Mingyuan repeated: "We must design different landing pages for different legal services."

“Each item should be carefully designed by designated personnel, and advertising copy should be written around the product. Don’t be afraid of the trouble.”

This is, of course, based on years of work experience.

A well-designed landing page will increase the probability of success.

Traffic itself is not complicated; its core is respecting probability, respecting data, and respecting mathematics.

When potential users search for specific legal services through search engines or advertisements, a rich landing page can immediately guide them to a page containing relevant information.

This is not just about improving the user experience.

In fact, it reduces the steps required to obtain information and greatly increases the likelihood of conversion.

"I understand, Mr. Zhou."

Shi Fangfang lowered her head, wishing she could disappear into a crack in the ground.

My work was almost entirely rejected, yet the other party's arguments somehow made sense.

"Change it immediately."

she added.

"Take these tables back and study them carefully to find the direction for optimization."

Zhou Mingyuan took back the mouse, dragged out several Excel spreadsheets he had made from the desktop, and sent them to Shi Fangfang.

"It's not just your operations department; the entire company needs to let the data speak for itself."

"Data-driven is not just a slogan."

(End of this chapter)