Personal Injury Lawyer:

Marketing Ideas and Strategies

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Personal injury is one of the most competitive spaces in law services. To illustrate, law firms spend an average of two percent of their revenue on marketing their services. With personal injury lawyers, marketing can take up around 15 to 20 percent of their revenue.

This amount of spending indicates that it can sometimes lead to lawyers resorting to spending more to out-market their competition. However, this does not have to be the case with your law practice since spending more does not guarantee that your marketing campaigns will be profitable. This is where creating effective marketing strategies can prove more effective than simply spending more on your marketing campaigns.

Ideas and Tips for Personal Injury Lawyer Marketing Strategy

Personal injury marketing for lawyers does not have to be complicated or hard. With these tips, you can implement an effective marketing strategy to get more clients and retain previous ones.

01

Develop personas of your ideal clients

If there is one thing you must implement in this list of marketing tips, it is developing personas for your ideal clients. Client personas are research-based profiles of your ideal clients that help you identify them among your audience and understand how you can create personalized marketing messaging to attract, engage, and convert them.

To create your client personas, start with identifying your ideal clients. For example, you can get your ideal clients based on the cases you specialize in, the ones that you usually get, the ones you can expect based on the local demographics and environment, or the ones that generate the most revenue for you.

Once you have identified your ideal clients, create a profile for each major segment you find. You will then build each profile based on the key traits of the segment such as their demographics, interests, education, employment, interests, preferred online channels, goals, pain points, expectations, and concerns.

02

Conduct a competitive analysis before creating your marketing strategy

A competitive analysis looks into your major competitors to have significant insights into the services they offer, their client base, and their marketing strategies. Gaining this information can help you create effective marketing strategies to gain a competitive advantage and market share for your personal injury services. It can also help you find opportunities where you can outperform the marketing of competing law firms.

Aside from finding opportunities in the market, a competitive analysis can also help you improve your unique value proposition by seeing how you can differentiate your offer from your competitors even more. It can also help you identify gaps in their services, which you can take advantage of to expand into an untapped market or improve your reach in an existing one.

To conduct a competitive analysis, you must first identify your competitors. You will need to look into the services they offer, the pricing structure of their services, and the way they differentiate their services from other law firms. You also need to look into their current business development and marketing strategy so you can anticipate their moves and create the appropriate plans for marketing your personal injury law practice.

03

Align your personal injury marketing strategy with your business objectives

The goals of your marketing strategy must align with your business objectives. This may seem obvious since a law firm will always aim to have new clients coming in seeking professional aims. But, objectives will always vary depending on the stage of growth of a business. For example, a new law firm will focus on validating the demand for its services and its branding strategy for its market while a more mature law firm may focus on market penetration or expansion.

Because of this, you need to know first your short- and long-term business objectives before creating your marketing strategy. Once you know your business objectives, you can identify your goals in your marketing strategy and plan the tactics you will have to implement in every stage of the marketing funnel to achieve these.

04

Reach potential clients with targeted digital advertising

You can target law firm ads on search engine results pages and social media based on various data points. The data points you can target include basic demographics, interests, and browsing behavior. Through these, you can target those who are looking for a personal injury lawyer and those who have a good chance of needing one due to their demographics.

Moreover, since you can personalize the targeting of your ads, you can create advertisements that appeal directly to your potential clients. You can use your client personas as the basis for creating a different message for each of them. Doing so can help you create ads that are more effective in gaining their attention and attracting their clicks, and that do not interrupt the browsing experience of your target audience.

05

Optimize your website content for search engine traffic

Optimizing your website for search engine traffic requires a variety of processes to be implemented on your website. This includes making sure your website can be crawled and indexed by search engines, optimizing your visitor’s user experience, creating content relevant to what your target audience needs, and implementing strategies to optimize website conversions.

Organic search is one of the best channels that you can use to gain brand awareness and generate leads for your law firm. Search engine users are actively looking for information due to their current situation or interest. They are more open to the information they found in their search results. As a result, you have a better chance of creating a positive impression for your brand, establishing a relationship, and converting them into leads.

06

Optimize your business for local search

Optimizing your business for local search increases the chances of attracting potential clients from a particular zip code, city, or state. Since local search users often have an immediate need for the services they are searching online for, the local search traffic that you can attract has a good chance of scheduling a meeting with you immediately. In some cases, they might even visit your office upon seeing your office address in their search results.

Optimizing your business for local search is a bit different from general SEO. You will still optimize your website for keywords relevant to your local audience. But, it also involves optimizing your profiles in the various search engine business listings like Google My Business, Bing Places, and Yahoo! listings. This involves making sure you have consistent information across these profiles, on your social media pages, and on your website.

07

Attend local networking events

Although networking is an old method of marketing your business, it remains an effective method of building connections. Moreover, doing it is as simple as attending relevant events for your profession and services then striking up a conversation and exchanging contact details with potential clients and other legal professionals. These connections could turn into new clients in the future or, at least, have them recommend your services to people who need a personal injury lawyer.

The best networking events are those that involve businesses that your potential clients would likely go to after experiencing a personal injury. These include physical therapists, chiropractors, insurance agents, and auto-body shops. You can also go to legal conferences to meet local law practitioners and connect with them. You will never know if another lawyer will refer a client to you (in exchange for a portion of the legal fees). This often happens when a client needs personal injury counsel but they do not specialize in it.

08

Create content about personal injury law and cases

Using content to market your business is an effective way of demonstrating your knowledge and experience in personal injury cases. You can publish articles that provide relevant information and address the concerns of your target audience. For example, you can talk about different types of personal injury cases and dedicate an article for each type for an in-depth discussion. This will not only provide incredible value for your audience but also allow your website to appear on the search results of their search results.

You can also create content that entertains your audience by analyzing viral videos on social media that may lead to personal injury cases. You can react to these videos and provide your opinion on the course of action of those involved and if there is any chance for the subject to win the case. Doing this provides an entertaining way for your target audience to get to know and engage your law firm on social media.

09

Take advantage of social media and its reach

People spend a significant amount of their time on social media. Using it to promote your business will give your law firm the best chance of increasing people’s awareness of your brand and attracting inquiries about your services. Moreover, social media is also an effective way to keep in touch with your clients and maintain your brand on top of their minds, both of which will help in having them again as clients in the future or recommending your services to their friends and family.

To market your law firm on social media, you need to post content with intent. Your content must attract potential clients, build up your brand as an authority in personal injury, drive traffic to your website, or engage with potential clients. Doing any of these on a frequent and consistent basis will go a long way in marketing your services on social media.

10

Encourage satisfied clients to refer their friends and family

Previous clients will more likely recommend your services to their friends and family who may need your personal injury law services. Of course, this requires that you deliver your services in a manner that will please them regardless of the case’s results. Moreover, you can maintain your relationship with them and keep your brand on top of their minds through monthly email newsletters or social media engagement.

Do You Need a Comprehensive and Personalized Solution for

Your Personal Injury Lawyer Marketing?

It will take more than a list you found on the internet to create a competitive marketing strategy for your law firm. Here at Big Market Solutions, we can help you create one that is specifically made for your firm and that accounts for the unique value that you can offer to your potential clients. Contact us today to schedule your free marketing consultation with us!
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