The only constant in the world of marketing is change. A seemingly endless movement of new technology opportunities and changing consumer behaviors require marketing directors to be both flexible and decisive in building their plans for a given year.
That’s especially true in legal marketing, where marketing budgets continue to grow. It’s now vital to introduce yourself to your potential clients where they spend their time not just to grow your awareness of your services, but also to position yourself as the best possible resource when a need for those services arises. Proactivity, in other words, is key to success.
That leads us to the below. Each of the 10 personal injury lawyer marketing tactics below is unique, and requires at least some investment of time and/or budget. All of them, though, are designed to succeed in 2021 and beyond.
1. Your Blog as a Free Resource
Blogging has been an essential marketing tool for a few years now. Done right, it can help optimize your website for relevant keywords (more on SEO later), provide frequent content for your social media channels and email marketing, and turn your website into a dynamic platform of frequently updating content.
In 2021, take it to the next level by ensuring that every blog post adds value to your audience, including helpful tips and advice along with explanations of difficult-to-understand personal injury topics and laws.
2. Active Directory Management
Many of your potential clients will find a lawyer through industry directories like Lawyers.com and Avvo. Make sure they find your practice by optimizing your profile, adding all necessary background information and qualifications. You can even spend some money to be featured at the top of relevant directory searches.
3. Google My Business Optimization
When potential clients Google your law practice or lawyers’ names, what will they find? Google My Business plays a major role in the answer. According to one study, it’s the first result for 92% of users interested in legal services. Optimize it by making sure all information is correct, your address and phone number is verified, and you actively manage any reviews your clients might leave.
Check out our Law Firm SEO Guide to learn more about GMB optimization for your law firm.
4. Website CRO
Conversion rate optimization (CRO) is the process of driving everything towards the next natural point in your clients’ user journey. For legal practices, that might be setting up a meeting or free virtual consultation. Take a close look at your website, and make sure that (through call-to-action buttons, clear language, and an intuitive navigation) they get there easily.
5. Targeted Social Media Ads
The American Bar Association estimates that more than 80% of law practices have a social media presence. The next step is taking your social media strategy beyond audiences who already follow you on Facebook or Twitter.
Social media ads are unique in just how specifically they can be targeted. Some of the most popular options include:
- Demographic targeting, based on the location as well as the typical age, education level, and interests.
- Behavioral targeting, based on actions such as recent travels or major purchases. New drivers, for instance, are more likely to get into accidents, and could be a relevant audience.
- Lookalike targeting, which allows you to send ads to consumers who share features and preferences with a list of current clients you upload.
- Re-targeting, allowing you to send follow-up ads and reminders to recent visitors on your website.
Each of these options comes with unique advantages and disadvantages. Ultimately, and if your budget allows, a mix of them can help you more effectively spread the word.
6. Branded Google Ads
Google allows marketers to place text-based ads at the top of search results for relevant keywords. While it’s an increasingly common practice among many lawyers, few place ads on searches for their own (or their law firm’s) name.
And yet, it’s a fruitful practice to pursue. First, it claims the search results page as your own, preventing competitors from swooping in. Second, research has shown that your ‘regular’ search results actually tend to receive more clicks when an ad is also present.
7. Split-Tested Marketing Messages
How well are your marketing messages, from blog headlines to social media ads, performing? Strategic A/B testing can help to ensure that you get the best possible results. It’s a simple process, easily enabled in many modern marketing platforms, that shows two slightly different versions of a message to random segments of your audience.
The option with the better performance gets to advance, improving your results over time and leading to valuable learnings about your audience’s preferences in the process.
8. Value-Based Email Marketing
You likely leverage emails to attract potential clients, follow up with appointment reminders, and/or re-engage clients who have worked with your personal injury practice in the past. But are you using it in a way that makes your audience want to pay attention?
The average person receives more than 100 emails per day. It’s a constant evaluation to determine which are worth opening and reading. Adding value to your emails increases the chances that your messaging breaks through. You can accomplish that through segmented audience groups who only receive what they can benefit from, descriptive and action-oriented headlines, and short, succinct content that your audience wants to read.
9. Visual and Video Messaging
We’re becoming an increasingly visual society, with video content far outpacing any other means of communication in terms of engagement, attention span, and recall. For your personal injury firm, you can leverage video in a few crucial ways:
- Introduce your law firm and everyone working for it in short, engaging video profiles.
- Share successful case histories while respecting the privacy of any individuals involved.
- Discuss helpful tips to prevent personal injuries in specific areas, like driving or traveling.
Those are just a few examples, of course. Turning to video content allows you to create messages that can be easily shared and re-shared on social media, email, and your website.
10. Search Engine Optimization
Finally, don’t underestimate search engine optimization (SEO) as a core client acquisition strategy. In fact, a few of the tactics above, from blogging, to optimizing your Google My Business Profile, can help you ensure that when a potential client turns to Google for legal help, your website appears as a top result.
Of course, SEO tends to be more strategic and comprehensive than a few of these isolated tactics. Your entire website strategy, in fact, should be built with SEO in mind. Learn more in our SEO Guide for Law Firms, then book your own law firm SEO audit today.