In the highly competitive world of personal injury firms, it can be tough to break through the competition. Established companies already control large portions of the market through advertising, and smaller companies can struggle.
Making the wrong marketing decisions can be costly and ineffective. Since the rate of personal injury cases can be unpredictable and take time to provide a return, an efficient marketing strategy is essential. This article will discuss a range of subjects to help you create a marketing budget and maximize its potential.
Problems with Personal Injury Lawyer Marketing
One key issue people have with personal injury cases is that they only pay out a percentage of the final settlement. You can’t always predict how long a case will take to settle or if it even will come to fruition. Similarly, it might take months or even years to see a return on a marketing investment, and the exact amount is also usually uncertain.
As cases can be few and far between, the personal injury lawyer market has become very cutthroat. This leads to firms spending massive amounts on marketing to try to secure as many clients as possible. A new business without an expansive marketing network will need to put forth lots of capital to get its name out there.
Creating a Budget
The biggest mistake that firms make is spending either too much or too little. An oversized budget can lead to diminishing returns and end up costing more than what it’s bringing in. But if you don’t spend enough, then the marketing will make a negligible difference. The average is around 15-20% of a firm’s fees per year, but the uncertainty surrounding cases usually calls for a more personalized budget.
This yearly budget can also be challenging to implement and spread out over a long period of time. It’s best to create a more specific budget based on individual cases, as securing these is the primary goal of marketing. To start, you’ll want to calculate the average cost per case of the firm.
You can do this by analyzing the past few years of cases as an estimate and then take 30% of this. That’ll give you a good starting amount to spend on marketing per case.
The personal injury market’s competitiveness comes from its over-saturation. With so many firms operating and advertising in the same space, it can be difficult to stand out. Marketing campaigns need to be a priority for your firm to ensure that potential clients can find you in the endless sea of other businesses.
Unaccountable marketing doesn’t produce trackable results. If you can’t tell what benefits have come out of your budget, you can easily overspend on an ineffective marketing campaign. You need to have set goals that result in noticeable outcomes before deciding how to spend your money.
Accountable marketing is the preferred option, because it’s where you receive a noticeable return on your investment. Whether it’s more website visits, a referral, or an appointment, there must be something tangible to quantify. This allows you to measure and analyze your spending results, which leads to smarter marketing choices and an efficient budget.
All marketing should strive to spread as much awareness as possible about your firm. Television, radio, and billboard advertising are guaranteed to reach many people every day, but they’re the most expensive. While these options might not convince people to contact your firm right away, the goal is to make everyone remember you for the future.
There are three main questions to ask when designing an advertisement:
- How many people will see it?
- How often will they see it?
- What will they remember from it?
A simple advertisement that conveys what you do will stick in people’s minds. Along with the right platform, it can be quite straightforward to promote your firm.
Stick with Your Brand
Each personal injury firm has its own brand, with different values and personalities. To make your advertisements stand out, you need to create a unique brand for your firm that’ll communicate your company standards. This will make your marketing recognizable and will build a reputation for your firm’s name.
Now that you have a brand, you have to make sure it’s reflected throughout your marketing campaign. Everything potential clients see regarding your firm should stay true to your values and not advertise you as something different. Along with potential legal repercussions for false advertising, staying authentic will help you attract a large number of customers, as people would rather choose an authentic brand over an untrustworthy one.
The Online Market
Of course, online marketing is the largest and most important area to target. Nowadays, almost everyone has a smartphone, providing instant internet access wherever they are. However, it’s not enough to only try and traffic potential customers to your website. You have to go further and find out what clients are specifically looking for, which can be done by analyzing direct communications.
Live chats and phone calls are the priority, as numerous services can examine these. Google has many options that allow you to find the specifics of web searches related to your services. This can let you create targeted advertisements for potential clients who are most likely to need help from your firm. Keyword research is crucial for search engine optimization, which we’ll discuss later on.
Social Media Platforms
You can customize advertisements for individual users thanks to social media. Other online marketing options include proximity, email, video, and mobile advertisements. Expanding your campaign with as many extra mediums as possible will stretch your firm’s influence as far as it can go.
Aside from marketing, social media is also a powerful tool for firms to connect with each other. Personal injury lawyer networks can keep you up-to-date on the industry’s latest trends, which can also help improve your marketing campaigns. You could even go a step further and offer your own thoughts and opinions, increasing your firm’s presence and reputation in the business.
Search Engine Optimization (SEO)
To get as much traffic to your website as possible, you want to optimize it with targeted keywords in an organic way. When people search for a personal injury lawyer through online search engines like Google, they’ll use certain words more often than others. If the content on your site has much in common with the searches, Google will put you higher up on the list of search results.
This is why collecting and analyzing information from the online market is crucial. By finding out what customers most commonly ask and search for, you can optimize your online presence. If your site lands on Google’s second page of results, the chance that someone will find it drops down to 25%. This SEO analysis can be expensive for smaller firms and takes time to provide returns.
Another important aspect for getting users to your site is reviews. You should always encourage clients to leave a review after connecting with you.
The goal should be to get feedback from at least 10% of all of your clients. It’s best to ask people to leave reviews on Google first, as these have the most visibility online. Having a review section on your own site will be much less effective, as most people won’t trust the feedback you publish about yourself.
The content you make available to users defines your online presence. The goal should be to post content that answers any potential client’s questions and convinces them to use your services. The number one way to implement good SEO is to use frequently searched keywords. By matching the recurring search terms with your firm’s online content, you increase the chances that someone will be directed to your site.
Doing this also makes you more appealing to Google. If your content proves more helpful to users, Google will prioritize you over other firms. This goes a long way to promoting website traffic, as many people check only the search engine’s top results.
Pay Per Click
The alternative to search engine optimization is pay-per-click (PPC) marketing. This involves buying advertisements to display online. Whenever someone clicks on one and gets sent to your site, you pay for that user’s visit directly.
This can be much more expensive than SEO, and you have little control over how many clicks you’ll get. While these advertisements are costly, the return on investment is much faster. This is because people will begin seeing the advertisements almost instantly. Since you are paying for them, you can also customize them for specific regions and demographics.
Search engines rank advertisements based on a Quality Score. This determines the position of advertisements on an engine and their cost per click. More people will see higher-rated ones, so a good score is essential for a successful PPC campaign. There are three ways you can boost your score and reduce the cost of your adverts:
- Ad relevance involves separating your ads into different groups. Instead of releasing them all under one campaign, you can assign a specific target to each group. This will make them more relevant to individual customer searches and increase people’s chances of clicking on them.
- After someone clicks an ad, they’ll be sent to your landing page. This can impact your score based on its design, usefulness, and relevance to the linked ad. The landing page should provide helpful information related to the user’s searched keywords. It builds trust with potential clients.
- The last score determiner is your click-through rate, which is the ratio of users who view your ads to those that click on them. By implementing the previous two points, you can create reputable ads. Users will start to notice that your marketing campaign provides helpful information if clicked on.
Legal directories are another service that can provide fast and easy exposure for your firm. Instead of hoping for customers to find your site online, the directory can send them to you. These allow users to filter by region, practice area, and any other specifics that’ll help them find you.
Another advantage of directories is a ranking and reputation system. By dealing with clients and taking cases, you can build trust with customers through the directory. Ratings and reviews can all be hosted here instead of on your site, making them available to a broader range of users.
It’s also crucial to have a reliable referral network to bring in a constant stream of potential clients. You can contact both referral services and other law firms to set up relationships. They can then recommend you to customers that require your specific services and have visited the wrong firm.
Usually, you need to make an agreement with the directory to pay a referral fee. The main benefit of word-of-mouth advertising is that people generally trust other people’s recommendations. It’s more likely that a client will follow up with your firm if directed there by someone else.
It can be daunting to try to create an effective marketing network for a personal injury firm with so many options. It’s vital to consider everything available and find what works best for you. Although expensive, marketing is essential for a personal injury lawyer to compete. It’s always better to have an expansive marketing network instead of focusing on a few mediums. This will bring in as many potential clients to the firm as possible.