Accident Law Attorney Marketing
Accident claimants are individuals who have been injured by vehicles, premises, or actions of others. Marketing strategies need to reach these people at home, at work, or through community or social networks. They are looking for an attorney to counsel them regarding their legal rights, to negotiate with insurance companies and litigate their claims.
Online Marketing Resources
1. Establish Your Authority: Start a blog that answers clients’ most immediate introductory questions. For example, “Who pays my medical bills?” By answering their first questions you establish yourself as a resource. Add to this library of “helpful answers” targeting questions specific to your general accident practice. Tackle one question per post.
2. Offer a Webinar: This is merely a digital version of the old free-client seminar. Potential topics could include use of structured settlements or choosing a doctor. Offer to e-mail those who register the login information for the webinar, thereby capturing a contact for future reference. Online services like Microsoft Live Meeting, Webex and Adobe Connect Pro are affordable options to set up these webinars. Again, you establish yourself as an authority and then provide means for clients to contact you for further information.
3. Become a News Source: Use your blog to track recent awards in accident cases, including your successful results. By tracking news that’s relevant to your clients, you establish another touch point that could transition into new business. Offer downloadable claim forms, and medical record release forms to your potential clients as a free service.
4. Spread the Word: You need a social network presence. Sites like Facebook and Twitter allow you to engage with injured people and promote your helpful resources, i.e., news, webinars and blog posts. Twitter allows you to post mini-updates on favorable case decisions, awards and other useful potential client information. Don’t be afraid to include some personality in these posts. Promote your Twitter and Facebook sites on your company site.
5. Marketing via SEO and PPC: In short, SEO practices help identify your content to search engine visitors looking for your specific information or keywords. Pay-per-click advertising is the business of purchasing ads that appear to visitors who search these specific keywords. If you’re unfamiliar with paid search, you should read up on Google Ad Words and start with a small budget.
6. Obtain a local business listing on Google. It’s free!
General Legal Marketing Resources
1. Advertise where your potential clients are. Bus lines, yellow pages, newspapers, billboards, movie trailers, radio and television each reach their own niches. Remember this includes cultivating a good relationship with the media. The more you are quoted or interviewed, the more potential clients see you.
2. Referrals from other attorneys, physicians, medical care providers and emergency responders.
3. Don’t forget your state bar’s Attorney Referral Service.
