In June 2023, I joined Moradha Immigration Solutions, an immigration firm headquartered in Toronto, comprising a team of Latin professionals dedicated to serving the needs of Latin clients. Despite being in the market for seven years, Moradha lacked social media accounts, a website, and any online content.

Hiring a Digital Marketing professional marked a significant step towards establishing a new customer channel and transforming the firm into a modern and digitally savvy immigration company.

Allow me to share my journey of transforming a conventional analog law firm into a distinct brand with a vibrant digital personality.

I began by addressing the most pressing task: creating a professional and trustworthy website. During the initial weeks, my focus was on crafting content in English for the internal pages and developing mock-ups to visualize the structure.

Once that step was completed, the next task was to find a company or agency to execute the website development. I had the opportunity to collaborate with Dirley, a talented designer whom I had worked with a few years ago, and who had since established her agency. Consequently, we commenced the website-building process.

After biweekly meetings, improvements, and overcoming technical issues (due to the server change), we've launched our website. It's now an easy-to-navigate and intuitive platform for customers to find our services, explore blog content, and contact us.

Simultaneously with website development, I needed to create content for social media. However, before diving into that, I had to grasp the essence of the company and its brand.

This involved understanding their values, identifying the customer profile, and gauging the team's perception of their workplace.

To achieve this, I conducted a diagnostic workshop – the first of its kind dedicated to such discussions. Despite the novelty, I successfully extracted crucial insights about Moradha.

Through activities centered on brand archetypes and a methodology known as "The 5W": What we communicate, how, when, why (exploring the purpose of interactions), and where (referring to the channels).

This was the real challenge: use the information collected during the workshop and transform it into content. I started posting about the most simple and complex question at the same time: why people should pick us?

Then inspiration came from social listening. Every day I read social media groups, posts, and comments, and watch TikTok videos and reels to catch what people are talking about.

I have learned as much about marketing as immigration law in Canada, just to create useful content and reach a bigger audience.

Creating content on social media is proof of patience. Trying to produce the most catchy videos and designs is a hard job, but it's very satisfactory when you reach more than 100K or when you have hundreds of leads asking for your services.