Premises Liability/Slip-and-Fall Attorney Marketing
Individuals who have been injured on the premises of others are looking for an attorney to counsel them regarding their legal rights, negotiate with insurance companies and litigate their claims. Marketing strategies are needed to reach these people at home, at work or through community or social networks.
Online Marketing Resources
1. Establish your authority: Start a blog that answers clients’ most immediate introductory questions. For example: “Can I sue a company that says they don’t own the premises?” or “What is contributory negligence, and will it prevent me from recovering?” By answering their first questions, you establish yourself as a resource and worthy of consideration should they need representation. Add to this library helpful answers targeting questions specific to premises liability 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 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 the means to contact you for further information.
3. Become a news source: Use your blog to track recent awards in slip-and-fall cases, including your successful results. By tracking news that’s relevant to your clients, you establish another touchpoint that could transition into new business. Offer downloadable claim 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, such as news, webinars and blog posts. Twitter allows you to post miniupdates 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, search engine optimization (SEO) practices help identify your content to search engine visitors looking for your specific information or key words. Pay-per-click (PPC) advertising is the business of purchasing ads that appear to visitors who search these specific key words. If you’re unfamiliar with paid search, you should read up on Google Ad Words and start with a small budget.
6. Obtain a free business listing on a search engine like Google.
General Legal Marketing Resources
1. Advertise where your potential clients are. Bus lines, park benches, yellow pages, newspapers, billboards, movie trailers, radio and television each reach their own niche.
2. Get referrals from other attorneys, physicians and health care providers.
3. Don’t forget your state bar’s attorney referral service.
4. Join local community organizations to expand your sources of contacts.
