Elder Law Attorney Marketing
Elder law attorneys advise clients on traditional wills and estate issues along with public benefits planning. Issues arising from long-term care, Medicare, Medicaid, Social Security benefits and Veterans’ benefits are all within the expertise of the elder law attorney. There is considerable overlap with a typical trusts and estates practice. Clients are usually individuals aged 55 or older along with their children and caregivers.
Online Marketing Resources
1. Offer a Webinar: This is probably the most important resource, along with self-sponsored client seminars. Potential topics could include: qualifying for Medicaid for long-term care, or how to spot signs of nursing home abuse. 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. Establish yourself as an authority and then provide means to contact you for further information.
2. Establish Your Authority: Start a blog that answers clients’ most immediate introductory questions. For example, “ When do I qualify for Social Security benefits?” 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 your personal injury law. Tackle one question per post.
3. Become a News Source: Use your blog to track recent changes in the law, such as new Medicare or Medicaid regulations or proposed changes in Social Security. Offer downloadable forms for applying for government benefits as well as your specialized client intake form providing need information before you meet with a new client.
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. Use relevant terms such as “Elder law”, “long term care” and “Medicare/Medicaid” in your website and blog. 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.
General Legal Marketing Resources
1. Advertise where your potential clients are. Bus lines, yellow pages, newspapers, radio and television each reach their own niches.
2. Self-sponsored client seminars.
3. Direct Mail.
4. Newsletters.
5. Writing for print media, e.g. newspaper columns, magazine articles.
6. Public speaking at retirement complexes, nursing homes, etc.
7. Referrals from attorneys, insurance brokers, financial planners, accountants, social workers, funeral directors and physicians.
