Personal Injury Attorney Marketing
Personal injury claimants have been injured by the products, 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 for Personal Injury Lawyers
1. Establish Your Authority: Start a blog that answers clients’ most immediate questions. For example, “When do I need a personal injury attorney?” 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 personal injury law. 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 using 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 for setting up webinars. Again, you establish yourself as an authority and then provide means to contact you for further information.
3. Become a News Source: Use your blog to track recent awards in personal injury 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 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 helpful resources, such as news, webinars, blog posts. Twitter allows you to post mini-updates on favorable case decisions, awards and other useful client-centered information. Don’t be afraid to include some personality in these posts. Promote your Twitter, Facebook sites on your company site.
5. Marketing via SEO and PPC: In short, search-engine optimization helps identify your content in ways that help search-engine visitors find your specific information with keywords and phrases. 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, 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
3. Don’t forget your state bar’s Attorney Referral Service
