Auto Defect Attorney Marketing
Auto defect cases are a specialized type of product liability litigation that involves injury to persons or property by vehicles. Every party involved in the design, manufacture and marketing of the vehicle can be and often is held liable for defects in the vehicle. Auto defect attorneys develop specific expertise regarding vehicles and specific vehicle design considerations such as crash-worthiness, air bag defects and vehicle structure. This expertise must be aggressively marketed. Marketing strategies need to reach potential clients at home, at work, or through community and 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, “What are safe designs for child car seats?” By answering their first questions, you establish yourself as a resource and worthy of consideration should they need representation. Add to this library of “helpful answers” targeting questions specific to auto defects and your practice.
2. Become a news source: Use your blog to track recent awards in auto defect cases, including your successful results. Keeping abreast of and reporting motor vehicle recalls is also extremely useful. By tracking news that’s relevant to your clients, you establish another touch point that could transition into new business. Offer down-loadable claim forms and medical record release forms to potential clients as a free service.
3. Spread the word: You need a social network presence. Sites like Facebook and Twitter allow you to engage with injured people and promote helpful resources such as 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.
4. 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 specific keywords. If you’re unfamiliar with paid search, read up on Google Ad Words and start with a small budget.
5. Obtain a free local listing from a search engine like Google.
General Legal Marketing Resources
1. Advertise where potential clients are. Yellow pages, fuel stations, auto parts stores, 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 will see you.
2. Seek referrals from other attorneys.
