9 Personal Injury Marketing Tips and Tricks for Law Firms
by Arina Smith Marketing 01 November 2018
You may be the best personal injury lawyer in your region, but if you don’t have the right personal injury marketing strategy, you’re not going to get the business you need to succeed.
Word of mouth can only do so much to get you, new clients. Marketing, on the other hand, is what can give you a consistent stream of client leads. It’s a tool which helps those with personal injury cases find you and choose you above other lawyers.
It makes them get to know who you are and how you can help them, which leads to more clients — and hopefully, more cases won — for you. You have figure out how to win at marketing first, though.
Here are the 9 tips you need to make all your marketing campaigns successful.
1. Know Your Audience:
Are you a personal injury lawyer who defends those hurt by a personal injury, or who would rather work with those victims file a case against? Do you like working with both accusers and defendants?
Either way, you need to know your audience, and this is only the first step in identifying your market. You also need to think about the kind of personal injury cases you may be dealing with like domestic abuse, dog bits, or auto accidents.
Specific demographic details help create a clear customer identity, too. These include details like where your ideal client lives, how old they are, and how much money they have to spend on legal services.
2. Set a Budget:
Speaking of money to spend, consider how much you’re willing to invest in your personal injury marketing campaigns. If you have the means to invest in content marketing, print marketing, and paid ads, do it. If you have to pick and choose where your money goes, you have a little more thinking to do.
First, decide how much money you can spend right now and how much you’ll be able to invest in new campaigns later on. Think about all the up-front costs of different marketing opportunities and consider the possible ROIs as well.
3. Figure Out Your Biggest Opportunities:
Once you have an idea of how much money you can spend, think about what you’re going spend it on. There are all kinds of marketing opportunities out there. You can pretty much do anything you want with them, but you may not be able to do everything.
Some popular marketing tools to use are:
- Social media marketing
- Content marketing
- Print advertising — billboards, posters, magazine/newspaper ads
- Radio advertising
- TV commercials
Weigh the pros and cons of each. Think about where your consumers are most likely to come across your ads and what kind of action you’d like them to take when they do.
4. Make a Personal Injury Marketing Plan:
Keep in mind you don’t just have to pick one single marketing tool to invest in. Even if you’re working with a tight budget, it may be worth spending some money on SEO efforts as well as Pay-Per-Click ads. You could want to invest in social media marketing too, or maybe put a radio commercial out there.
There are so many opportunities to choose from. The trick is to set a clear objective for your marketing plan, then build a timeline and use different tactics to achieve your goals.
5. Be Unique:
One of the most important rules of marketing is to stand out as much as you can. You want to make your brand shine when creating your campaign. You need to find ways to share your values, work ethic, and level of expertise with your audience.
This is what will set you apart from other personal injury lawyers. It’s what makes people remember you when they’re comparing all their options, and what may be the difference between getting a new client and struggling to do so.
6. Be Consistent:
As much as you want to have fun with your marketing efforts and be unique from other lawyers, you also have to be consistent. This is what builds brand recognition in your audience. Consistency helps users remember who you are and what you do.
Being consistent boils down to something as small as using the same logo on everything. It’s as big as the brand voice you use when writing blogs, emails, and copy for print ads, too.
Every detail matters in marketing. It’s up to you to find the balance between switching things up and veering too far from your brand.
7. Create Clear, Interesting CTAs:
No matter what marketing tool you’re working with, you always want to offer a clear CTA making users want to engage further with your business.
This means putting your contact information at the end of a radio ad. It means placing links and opt-in forms strategically on your digital marketing campaigns. It also means doing A/B testing to see which CTAs have the most potential to succeed.
8. Adjust Your Strategies As-Needed:
The thing about personal injury marketing is it’s not something you do once then leave alone. It’s a constant effort you have to learn from and build on.
Once you start a new campaign, keep an eye on it and look at how well it’s performing. Then, decide whether to keep it as-is or if it’s worth tweaking a few things before the campaign ends.
More so, make it a point to learn from past marketing campaigns. Identify which tools and strategies work best for you and keep using those. Scrap what doesn’t work as soon as you can.
9. Always Remember the Consumer Perspective:
If you’re ever in doubt about a campaign or not sure what to do next, just think about your consumer. You always have to create campaigns with the consumer’s perspective in mind.
What do potential clients want to know about personal injury cases? Are they even aware they may have the rights to open a personal injury case? Do they know what to expect once a case begins?
Some may be looking for the signs they need to hire an attorney, which Bond & Taylor Injury Lawyers have turned into a valuable article for their audience. Some consumers might want insights on how to choose the best attorney in their region, which is a need you can leverage when creating your content.
Think about what clients are wondering before they even contact a lawyer. The better you get at doing this, the more effective all of your marketing will be.
More Marketing Tips and Insights:
No one is expecting a personal injury lawyer to also be a top-notch marketing professional. But, it does do your business a lot of good if you know a thing or two about how personal injury marketing works.
You can leave the big tasks to the marketing professionals you decide to work with. If you make an effort to educate yourself about marketing, though, it’ll be easier to collaborate with them and come up with amazing, effective ideas together.
To learn a little more about how marketing works, click here.