Mesothelioma, Asbestosis and Toxic Torts Marketing
Toxic torts involve injuries associated with substances such as asbestos, drugs, pesticides, tobacco and types of mold. Toxic tort marketing is much like any other personal injury market and client; clients have very specific damages and seek attorneys who have cultivated specialized expertise. Toxic tort attorneys develop expertise regarding damages — diseases and disabilities — caused by exposure to harmful products.
Toxic tort attorneys address scientific causes and effects. This expertise must be at the forefront of any marketing effort. Marketing strategies need to reach injured people at home, at work and 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.
Legal Marketing Resources and Strategies
1. Establish your authority: Start a blog that answers clients’ most immediate questions. For example, “Do I have a case if I didn’t get sick until after I stopped working?” By answering their first questions, you establish yourself as a resource and worthy of consideration should they need representation. Add periodically to this library of “helpful answers” targeting questions specific to your practice.
2. Become a news source: Use your blog to track recent awards in toxic tort cases, including your successful results. Your website should also describe injuries and diseases caused by toxic substances. Inform readers regarding symptoms. 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: Create a social network presence. Sites like Facebook and Twitter allow you to engage with injured people and promote your helpful resources. Keep news, webinars and blog posts fresh. Twitter allows you to post mini-updates on favorable decisions, awards and other useful information. Don’t be afraid to include some personality in these posts. Promote your Twitter and Facebook pages on your company site.
4. Marketing via SEO and PPC: In short, Search Engine Optimization practices help identify your content to search engine visitors looking for 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, read up on Google Ad Words and start with a small budget.
5. Obtain a local listing on a search engine like 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 and interviewed, the more potential clients will see you.
2. Cultivate referrals from other attorneys, clients and trade unions.
3. Don’t forget your state bar’s Attorney Referral Service.
