Product Liability Attorney Marketing
Product liability cases involve injury to persons or property by manufactured products. Every party involved in the design, manufacture, and marketing of the product can and often is held liable for defects in the product. Although product liability plaintiffs are no different from plaintiffs in any other personal injury case, product liability attorneys develop specific expertise regarding certain types of products. Therefore an attorney’s experience with a particular type of product is an important marketing consideration. Marketing strategies need to reach these injured 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, “What types of problems have been reported regarding Toyota vehicles?” 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.
2. Become a News Source: Use your blog to track recent awards in product liability injury cases, including your successful results. Keeping abreast of and reporting product 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 downloadable claim forms, and medical record release forms to your 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 your helpful resources, i.e., news, webinars, 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, 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 these specific keywords. If you’re unfamiliar with paid search, you should read up on Google Ad Words and start with a small budget.
5. Obtain a free local listing from a search engine such as Google.
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.
