Want to become the top personal injury law firm in your city?
The competitive nature of injury law makes personal injury marketing crucial.
Whether you’re a small or large firm, your marketing is going to have to be top-notch if you want to be the best.
In this guide, we’ll cover the art of bringing in more clients with personal injury marketing.
You’ll learn to:
- #1: Utilize Your Email List
- #2: Build Referral Partnerships with Non-Competing Businesses
- #3: Use Actionable Personal Injury Content Marketing
- #4: Make Your Content Simple to Understand
- #5: Make Your Content Focused on User-Experience
- #6: Keep a Consistent Flow of Content
- #7: Use the Power of Video Marketing
- #8: Repurpose Your Past Content Across Multiple Channels
- #9: Take Advantage of Community Events and Service
- #10: Avoid Advertising Blindness: Why Traditional is Becoming Less Effective
- #11: Use Collected Data Effectively
- #12: Stay Up to Date with Trends
- #13: Use Automation with Your Marketing
- #14: Ask Past Clients for Referrals
- #15: Create Case Studies to Showcase Your Expertise and Build Trust
- #16: Utilize Testimonials
- #17: Focus On Your Highest ROI Marketing Channels
#1: Utilize Your Email List
Email is one of the most effective marketing tools out there for personal injury lawyers.
Unfortunately, many firms let their email lists go to waste and don’t use them to their full effect.
So if you’re sitting on an email list, start putting it to use.
Not only does email yield excellent returns, but it’s also highly versatile.
You can use email for:
- Newsletters to build trust and an audience
- Following Up with previous, current, and potential clients
- Promoting your educational content, such as your blog
- Outreach to build referral-giving relationships with other lawyers
#2: Build Referral Partnerships with Non-Competing Businesses
One of your biggest sources of referrals could be other relationships you have with fellow lawyers and non-competing businesses.
Ideally, the most valuable relationships will be the ones in your local area and have some overlap where they’ll come in contact with people seeking injury attorneys.
There are a few things you can do to achieve this.
But one of the most effective ways — is to give referrals. This way, you build relationships with other lawyers that’ll want to refer clients to you in the future.
To better explain this, here’s a hypothetical:
Say a prospect calls into your office with a criminal case.
You could inform them that you can’t take the case on because it’s not your practice area.
But there’s a better option.
You could refer the case to a criminal lawyer that you trust.
The more referrals you give, the more you’re bound to have come your way.
So every time another lawyer that you’ve built a trusted relationship with, has an injury case, they’ll be more likely to think of you.
#3: Use Actionable Personal Injury Content Marketing
It’s no secret that content marketing is a popular strategy amongst businesses, and there are plenty of reasons why.
Around 96% of marketing decision-makers say that content marketing yields a positive return for their business.
Content marketing allows you to attract potential clients who want to know more about your services, starting them on the marketing journey.
It also allows you to build trust along the way, which is a crucial factor in any prospect’s decision-making process.
And finally, content marketing can help you get inbound leads (most importantly) and more emails added to your list.
Content marketing can be done through SEO, blogging, social media, and email in the form of a newsletter.
#4: Make Your Content Simple to Understand
A common problem amongst content marketers is putting out hard-to-understand content.
Whenever you’re creating content, ask yourself:
“Is my content for attorneys or experts — or for people who don’t know much about the field?”
If you’re writing content for your personal injury blog, keep in mind: most people don’t have large enough attention spans to read blocks of paragraphs full of lawyer language.
Seriously, the average attention span in a human is about 8 seconds.
Often, you’ll see blogs that seem to be created with other attorneys in mind, instead of their ideal prospects.
Not everyone reading your blog will have a law degree, so make sure your content is simple enough for any prospective client to understand.
This means using simple words, short sentences, and short paragraphs.
#5: Make Your Content Focused on User-Experience
When doing SEO, it can be easy to over worry about algorithms and search engines.
But the truth is:
Google has been very consistent with their goal (which is helping users).
So make your SEO content user-focused, and don’t hyperfocus on “SEO” algorithms.
You can improve the user experience of your website’s content by:
- Making the words easy-to-read
- Adding more subheadings to make the content more scannable
- Adding internal links to other helpful content or sources
- Making sure the content is answering search intent for keywords
- Adding helpful infographics or images
#6: Keep a Consistent Flow of Content
You should always keep a consistent flow of content with a regular posting schedule.
Whether it’s staying on top of Google rankings or your followers’ Facebook feed, being consistent ensures you remain at the top of your potential injury clients’ minds.
If you only post a blog piece once every couple of months, your chances of getting noticed by Google are fairly slim.
Or if you post once a month on Facebook, you can’t expect to grow a following — let alone get more clients from it.
#7: Use the Power of Video Marketing
Studies have shown that around 90% of consumers watch video content on their mobile devices.
And Youtube reaches more 18 to 49 year-olds in a week than all TV cable channels combined.
Video has quickly become the top dog of the media world.
According to Think with Google, 70% of YouTube viewers watch for help with a problem related to education, hobbies, or work. This makes Youtube a potential gold mine for law firm attorneys.
You can take questions that you often get from clients, and turn them into videos like these:
Video marketing is one of the best ways to connect with your audience and provide value at the same time.
#8: Repurpose Your Past Content Across Multiple Channels
Another relatively low-investment way to boost your marketing is repurposing content that already exists across various channels.
Take a blog post, for example — what if you used the text of your blog post to create a script for video content on Youtube?
Or you could utilize snippets of that content in your social media posts or email newsletter.
You could repurpose content in many ways, and the best part is that the bulk of that work is already done — saving you time and money.
#9: Take Advantage of Community Events and Service
Digital marketing is effective. But that doesn’t mean your personal injury firm can’t take advantage of some offline methods too.
You can start making a name for your firm in the local area by joining local events and groups.
There are likely tons of options in your community — you could join the board of commerce, attend meetups and relevant networking events, and even make efforts to improve your community.
While some of these things may not be directly profitable, they go a long way in building your repertoire with your potential client base.
#10: Avoid Advertising Blindness & Why Traditional is Becoming Less Effective
In advertising, there’s a phenomenon known as “advertising blindness” that’s becoming the norm amongst consumers. But what does that mean exactly?
As it turns out, advertising blindness actually occurs both online and offline — what it means is that the brains of the average consumer have wired themselves to ignore advertising on a subconscious level.
Ads shown in places where other ads are commonly placed are likely to get ignored — think about the last time you paid full attention to an ad on a giant billboard.
If you’re like most people, the answer is that it was probably a long time ago.
And when it comes to TV advertising, around 55% of it goes completely ignored due to things like multitasking or fast-forwarding.
If there’s a 55% chance your advertising goes ignored, is it worth investing in over more effective alternatives?
Though keep in mind, ad blindness doesn’t just occur offline — you’ve got to be careful about what kind of online ads you invest in too.
Banner ads, for instance, are some of the most commonly ignored ads since they’ve been widespread for so long.
This isn’t to say that ads aren’t going to be effective in getting your firm personal injury clients — because they can be.
#11: Use Collected Data Effectively
If the digital age has brought one great resource to businesses and marketers alike, that resource would be data.
Or rather, the digital age has revolutionized the way we can use data to optimize marketing strategies.
Ever notice how the ads you get shown on Google, Facebook, or YouTube tend to be relevant to your interests?
Just a couple of Google searches about car accidents can lead to personal injury lawyer ads shown in your content feeds. And that’s because advertisers use data to figure out exactly how to market towards you.
The first step in using data to improve your marketing is to get the data in the first place.
Here are a few methods that allow you to collect all the data you’ll need to optimize to increase your marketing efficiency.
This is a must-have for your website.
Google Analytics is a service that can connect right to your law firm’s website and give you insights into how visitors use it.
You can get info on the most visited pages, bounces, session lengths, demographics, and more.
Google Analytics data can be put into reports or used directly to look for opportunities to improve your web pages.
CRMs & Case Management software
CRMs, or Customer Relationship Management systems, are another great way to manage data and streamline client intake.
CRMs tend to include features to help manage all of your leads and clients.
The great thing about CRMs is that they can also help you by using data to personalize and automate your marketing.
These data management systems will lead to better client relationships and more effective marketing. One report found that CRMs can increase lead conversion rates by 300%.
If you plan to deal with a large base of clients, a good CRM can be very helpful.
PPC advertising platforms, like Google or Facebook Ads, also come with their own data suites.
The data you collect on your PPC campaigns can be implemented towards other marketing channels as well. For example, if a Google ad for a keyword tends to convert well, it’s a sign you should focus your organic search efforts on it too.
Whether online or offline, it’s always great to get surveyed insights from current or past clients that you can use to improve your services in the future.
How to Use Data to Improve Your Systems
But how do you use data?
In general, you want to find what works, then hone in on it.
For example, let’s say you start an ad campaign with an age range of 18-65 as your target demographic.
While your website gets visitors from primarily 20 – 30-year-olds, the vast bulk of your conversions comes from 25 – 30-year-olds living in your county.
So instead of wasting your advertising dollars on a wide demographic, target that specific niche that converts best for your firm.
Now that’s a pretty clear-cut example, but you can apply this principle in tons of areas.
See more social media results from Facebook than LinkedIn? Shift your focus to a more successful platform.
Getting the best ROI from organic traffic? See if there’s a way you can expand and scale those efforts.
#12: Stay Up to Date with Trends
Never let your marketing campaigns stagnate and fall behind the trends.
One of the biggest changes in semi-recent times is Google’s switch to mobile-first indexing.
Mobile-first indexing just means that Google looks at your website’s mobile version instead of its desktop version for search engine purposes.
The websites that aren’t optimized for mobile platforms have effectively zero chance at ranking near the top since most web users do their surfing through phones.
To help businesses get up to par, Google even provides their Mobile-Friendly Test to check whether your website is well-optimized or not.
And while we’re on the topic, check out Google’s PageSpeed Insights for testing website speed. Google is always updating to incentivize websites to have good user experiences — and page loading speed is one of those factors.
#13: Use Automation with Your Marketing
Automating your law firm doesn’t mean you have to hire robo-attorneys. (Not yet, anyway.)
There are tons of simple ways to take the human element out of processes to use your time on the things that matter — like winning cases and settlements.
Here are just a few:
- Using a CRM software that helps you manage clients’ and prospects’ data is one way to automate your marketing.
- You can use automatic meeting schedulers like Calendly to book calls for you.
- PPC ad campaigns can easily be automated after the initial research and optimization are done.
- Live chatbots can be used to help communicate with leads that land on your website — before they even make a call.
- Social media management tools can be used to help you automatically make posts to your social media followers.
#14: Ask Past Clients for Referrals
Needing a personal injury lawyer is unpredictable because nobody plans on getting injured.
This makes referrals an unreliable source of obtaining clients. But at the same time, referrals are very effective when they do come.
According to Clio, 59% of people look to be referred to a lawyer when needed.
So if you did an excellent job for your past clients, the odds are they’ll be happy to refer friends, family, or colleagues to you when the opportunity arises.
And if they don’t know anyone offhand, you’ll be the first lawyer they’ll think of if someone they know does need legal assistance.
The best part?
It costs almost nothing — especially if you implement regularly asking for referrals into your systems.
#15: Create Case Studies to Showcase Your Expertise and Build Trust
Case studies play a critical role in building trust with new prospects and establishing your expertise.
They serve as content pieces, testimonials, and examples — all in one neat package for any future clients to see.
This is the reason you’ll likely see case studies on any successful firm’s website.
As a best practice, it’s very beneficial to post your case studies on your website to help nurture leads.
They’re perfect ways to turn your past work into more marketing pieces to net you more cases going forward.
#16: Utilize Testimonials
A significant 92% of consumers look for online reviews before purchasing from a business.
A business’s word about itself might not mean much — any business can claim to be “the number one,” but few of them are.
But customers, on the other hand?
If a past customer puts in a good word for a business, that means something — and in this way, law firms are no different than any other business.
If you want new prospects to trust you, you’ve got to show that you’re worth being trusted.
If you don’t have a review section on your website like Abels & Annes, now is the time to create one.
#17: Focus On Your Highest ROI Marketing Channels
Whether it comes to your marketing avenues, practice area, or any other aspect of your business, one of the most critical steps you can take is to hyper-focus on your business’s strengths.
All too often, I see business owners try to be the jack of all trades, which comes at a detriment to their revenue.
Remember to hone in on the things that bring you the greatest returns and leave behind what doesn’t serve your business.
From combating scope creep to investing in content marketing, hopefully, you gathered some valuable information to help your marketing efforts flourish.
Have you implemented any of these tips for your personal injury firm? Please drop a comment down below.