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New Matters was born in 2024. It is powered and brought to you by Chris Redshaw, Hadrien Brassens and Scott Pittman, who lead Reef Digital Agency.

We decided to create New Matters as a specialised digital marketing service specifically built for the needs of small to medium law firms requiring digital marketing solutions.

Our main value proposition is that you will get superior results, service and cost efficiency by having a complete growth team of strategists, designers, developers, ad platform managers, etc., versus an inhouse marketing hire. We are ready to start now with streamlined solutions designed to drive new matters.

In 2009, Chris worked inhouse at a major publisher who ran high traffic websites in the legal news and legal jobs spaces. After that, he worked agency side serving a large family law firm. In 2011, Hadrien and Chris launched a digital marketing agency and began managing the Google Ads account of one of Australia’s largest personal injury lawyers. Since then, we’ve worked in the employment, immigration, and criminal law spaces, and served a large law firm with franchises across Australia.

Beyond this, where we also aim to add value to our clients is with lessons learned from running our own professional services businesses since 2011. We are well-versed in methodologies like Scaling Up and Traction, and have first-hand experience with many of the challenges you face as a leader in your organisation. If we can be helpful with an experience share, we will be.

We are digital strategists who are strongest with advertising platforms (Google Ads, Meta, LinkedIn, Digital Out Of Home Billboards), SEO, Content Strategy, Landing Pages, Email, Measurement and Competitor Analysis. We work with partners for Design, Development and Video Production, which we manage on your behalf.

Yes. We are Google, Microsoft and Facebook advertising partners. We also hold certifications from Hubspot, StoryBrand and are growing our expertise in High Level.

There are many agencies available to choose from. We could be right for you if:

1. You want to effectively reach people matching specific criteria online, have them visit your website and inquire with you, and then be able to measure and track that activity for attribution. We will help you launch, optimise and scale digital campaigns to do this, from ads to landing pages, email, SEO, website redesigns and everything in-between. Our process involves understanding your goals, budgets and target audiences, then building and implementing an integrated marketing plan, gathering data-backed insights and continuously testing.

2. You prefer to work with senior personnel who know how to avoid mistakes, minimise waste and speed up results.

3. You want clear communication, transparency about exactly what’s going on and why, and an attitude of continuous experimentation and opportunity identification versus ‘set and forget’ business as usual.

4. You value professionalism and integrity, and dislike arrogance.

5. You want to work with an Australian team, many of whom are based in Sydney and surrounds.

6. You want to expand your digital capabilities via an agency partner who has skillsets both inhouse and via a network of consultants for specialty initiatives.

If you think we could be a good fit to work together, please get in touch to start a conversation.

Absolutely.

Google Ads – allows you to show ads in Google’s search results as well as across a network of websites like YouTube, Gmail and many others. With Google Ads, you can show your ads to people in specific geographies (e.g. post codes, cities, etc.) and apply targeting for gender and household income. For example, if you wanted to show an ad to men in a specific part of Sydney who were in the top 10% of household incomes and who were searching for a specific keyword, you can.

Microsoft Ads – show ads when people search on Bing (which has about 10% market share in Australia) and on LinkedIn. Advertising on Bing shares many of the targeting abilities of Google while LinkedIn offers you the ability to target audiences by job title, seniority, geolocation, interests, tenure and company size. If you wanted to show a LinkedIn ad to people with a certain job title at enterprise sized companies, you can.

SEO – in a search result, there are ads and the natural ‘organic’ results. Search Engine Optimisation focuses on getting your website into those organic results for the keywords your audience use when they’re searching for a law firm. Because Google is selecting your website, there is no ‘cost per click’ as there would be in the case of an ad. Further, one in four Australian’s have an ad blocker installed (IAB Study) so they will only see the organic results, and for those who don’t use ad blockers, there will be a preference for selecting an organic listing over an ad in many cases. The average click through rate of the top organic result is greater than all the ads in the search result combined, because people know the difference between organic and paid placement. Organic results receive an ‘endorsement effect’ because they’re selected by Google and thus perceived as the ‘best match’ for the search query. Practically speaking, we generally recommend that if there are keywords that are very valuable to you, it makes sense to be there with ads in the short-term and with SEO in the long-term, to maximise visibility.

DOOH – Digital Out Of Home allows you to put your ad on digital billboards. Digital billboards appear at train stations, in shopping centres, at bus stops, in doctors offices, in elevators and office lobby’s and a variety of other locations. For example: when you’re on an escalator at a shopping centre and you see a big electronic billboard, that’s DOOH. These billboards are fundamentally ‘slide shows’ where each slide plays for 6 to 10 seconds. As an advertiser, you can bid on the placement of your slide for your ad to show. Depending on the level of competition for a particular screen, DOOH can be very affordable given the reach and exposure. The drawback is that this type of advertising is ‘to the masses’, which is very different than advertising to someone who is searching for a law firm in Google. DOOH has its place as part of a branding exercise in a specific area and through careful screen selection (e.g. a criminal lawyer putting ads in the bus shelter in front of a police station or a personal injury lawyer advertising on a screen nearby a competitor’s office).

Content – website content is important for audiences and for SEO rankings. Audiences are hungry for quality information and the algorithms that determine rankings are looking for websites with the best content for searchers. We help our clients to identify opportunities with content and then to regularly publish so they receive benefits like increased SEO visibility and more informed prospects.

Meta Ads – show your ads to audiences across Facebook and Instagram. Meta’s advertising solutions allow you to serve ads to audiences on the platform by criteria such as age, location, interests and behavours. For example: a property lawyer could serve ads to people aged 25 to 45 who show an interest housing, mortgages and babies, and who are located in an affluent area of Sydney.

TikTok Ads – similar to Meta ads, TikTok Ads allow you to reach audiences by age group, geography, gender, interests, life events, recent engagement with similar content and more. For example: a family lawyer could show ads to people who recently engaged with content about child custody and divorce, and who frequently view videos about legal advice.

Google Analytics (GA4) – Google Analytics is a platform that shows you how people find and use your website. Using it, you can answer questions like “how many people viewed our homepage this month?” and “where did they come from?” (i.e. Google, Facebook, LinkedIn), and “how many of these visitors were new vs returning?”. Google Analytics is also useful for improving webpages by examining whether people are scrolling down or immediately leaving, and for tracking ‘Key Events’ such as filling in your contact form to complete an inquiry. Analytics data can then be linked to ad platforms for measurement and optimisation.

Microsoft Clarity – This free tool from Microsoft will show you screen recordings of people using your website. You can even watch sessions ‘live’ so you can see what real people are doing on your website right now. Screen recordings give you insight into what parts of the page people care about and what they don’t, which is useful for improving webpage performance.

Remarketing and Retargeting – Online, when someone visits your website and then departs, you can serve follow-up ads inviting that person to return via remarketing and retargeting. For example: a visitor reaches your website for the first time, views several pages, and visits your contact form but does not inquire. They then leave your website. Using remarketing and retargeting, you can show ad messages to that person encouraging them to return to inquire. They will see your ad messages the next time they visit Facebook, Instagram or LinkedIn, and can be served your ad for several days or months. To set this up, the requirements are having an advertising account with the platforms you want to use for remarketing and retargeting, then placing tracking pixels across your site. Those tracking pixels ‘remember’ the visitors to your pages, and let you target that audience once again.