If you’re a personal injury attorney you know the potential revenue you can get for you or your firm per case. It is a substantial amount and well worth investing in digital marketing to attract those people who are searching for your services in your city. If you are located in a larger city you most likely already know how competitive your marketing is, with dozens of personal injury lawyers fighting to get the same client to hire them.
With high competition, you must work with a marketing agency who implements a multi-channel approach and uses creativity to outsmart your competitors. There is so much opportunity out there that is left on the table my law firms who have ineffective marketing, or are just relying on word-of-mouth referrals.
High Settlement Ranges
According to Lawyers.com the average personal injury settlement $3,000 up to $75,000. This is worthy of investing smart marketing dollars on a monthly basis to attract and land some of these PI clients.
Every business owner should base the success of their marketing on ROI. Return On Investment is a key indicator of your marketing investment is working or not. With settlement numbers being on the high side the ROI is nearly a no-brainer. One $50,000 case can pay your marketing for an entire year and the rest of the cases you get are all positive ROI.
Marketing Strategies For Personal Injury Attorneys
Every marketing is different. So no marketing agency can have a one-siz-fits-all strategy. It all depends on the demographics of your area and the competitiveness as well. The more competitive it is, the bigger the budgets and more creative your agency needs to be.
Multi-Channel Marketing That Works
Your firm’s goal should always be to be found where your ideal client is looking. And be everywhere! When we talk about online… first and foremost is a google search, so ranking organically and in the Maps can be a be boon for your practice. The majority of clicks come from maps and then organic (below the maps), so if you’re there, you are in a good spot to get a call.
If your practice is not positioned near the top of the organic results in google, or in the 3-pack of the maps, you’ve got some work to do. Depending on how far back (lower in rankings) your practice is, the longer it will take to achieve those coveted spots that get most of the eyeballs, clicks and calls.
If your scenario is like the above, all is not lost. This is where the multi-channel marketing comes into play and if done strategically you can win business away from your competitors.
If your current rankings in google aren’t where they need to be, the next best strategy is Google ads. This gives your practice an opportunity to be seen at the top of the page for relevant searches like personal injury attorney Portland, car accident lawyer Scottsdale and many others. Hire the best and most qualified PPC agency for your budget. The issue with PPC for personal injury attorneys is the high cost per click (CPC). It can range from $50 per click up to $500. If you do not hire the right PPC agency you can blow through a $5000 monthly budget in less than a week.
This is a coveted area for any law firm that wants to get the majority of the phone calls. This is the prominent box section of google that is located below the ads at the top. The Maps is the main section that comes up when someone does a mobile search, and we know nearly 70% of all local searches are on a mobile device. If you are not the top 3 listings in the maps, you will not be seen by the person searching for your personal injury practice. This is a massive lost opportunity.
This is one that is often ignored by attorneys but shouldn’t be. You see…every person who lands on your website from a search will not take an action. In fact, statistics show over 95% will not. When they leave your site, they are gone forever. One very effective strategy is retargeting. If you do not have a facebook pixel on your site, get it on there ASAP! This is a must if you want to grow your revenues from the Internet. What you can then do, is show those people who left your website a relevant ad while they are on Facebook. The ad cost is a fraction as it is a targeted ad. This is a must for you and your law firm.
This is an advanced marketing strategy that is one of the most effective ways to take a warm lead from your website and convert them into a new client. Remember we talked about 95% of people leaving your site? Well, if you can offer them a Free Report relevant to their accident and search, you can get them to opt into a nurture sequence that follows up with them via email, text and can even be a mail piece (but not normally necessary).
This extensive follow up strategy will educate them and answer all their questions to give them the confidence you are the right choice for their case. Once this funnel is optimized and you are getting traffic to your website, it can become quite predictable.
That’s It For Now
I’ve give you enough to evaluate your current marketing and implement to get more high-paying clients. If your like most attorney’s you don’t have the time to do this yourself. Let us be your marketing partner!