3 Tips to Get More Clients in 2018

Posted on February 12, 2018

It’s a challenging time for marketing small businesses

Staying competitive as a sole practitioner and small to mid-sized personal injury firm is an increasingly difficult task as marketing technologies and best practices evolve. This is no longer a marketplace where people simply rely on friends and family for recommendations.

Modern marketing technologies have enabled all total lawyers to improve their effectiveness in online marketing.

Your potential clients are searching for information online and being informed by your competitors. Modern marketing technologies have enabled all total lawyers to improve their effectiveness in online marketing, and have especially enabled large firms to have a competitive edge. Their larger budget of marketing spend enables them to continually utilize these technologies to advertise to your prospects across a variety of channels, such as internet search, social media, and retargeting ads.

When trying to attract new clients online, personal injury lawyers are struggling amid increasing levels of competition. A typical PPC Campaign is expensive, complex and time-consuming to execute.

How can you stand out when faced with one of the most competitive online marketing landscapes in the world? Here are three tips on how to survive and thrive in today’s competitive environment:

1. Build a Strategy

Failing to develop a consistent marketing strategy, no matter how basic, will severely limit your ability to develop your practice. Define your goals, marketing mix, and spending plan before you put a single dollar towards your own online marketing campaign. A misdirected PPC campaign can be incredibly costly in just a few days.

For more information on how to build your strategy, view our previous post on this topic: Marketing for Personal Injury Attorneys: the Importance of Strategy

2. Unite on Tactics

Once you have a strategy, you must execute it to reap the rewards. It’s best to utilize proven marketing tactics so that you don’t quickly burn through your budget on experimentation. One very effective method of doing this is to take advantage of an advertising model that provides your firm a steady flow of visibility while not requiring an enormous investment, especially one that utilizes internet search.

For more information on how this model works with PPC campaigns, view our previous post on this topic: How to thrive in the Era of Google Search

3. Be Worthy

Your prospects and clients will search for and visit your website. Have something on your website that they find valuable. A couple methods are to provide information that helps them deal with difficulty in life or better understand their rights. You can also direct them to other relevant resources on the internet. If visitors leave your website feeling more informed or positive, they are more likely feel positive about your brand, overall. Helping prospects through content, prior to speaking with them, can facilitate a better client-relationship from the very start. This is also an effective method for dealing with poor reviews on the internet.

People are more likely to write a review about your business if they had a bad experience with your firm than if they had a good experience. These bad reviews can destroy small businesses. If a reviewer is at fault for their own negative experience, or if they never transacted business with you, it can still mislead prospects and active clients. Rather than engaging in online debate, you may find that content development is a more effective strategy. Remember, the best brands have lots of bad reviews, so don’t feel like a few bad reviews are the “end-of-the-world.” Show that you are worthy of new business by demonstrating your integrity, sharing results and testimonials, and continually providing value to your clients and prospects. Building an “army” of happy clients should be your main focus.

For more information on how you can create content that delivers value, view our previous post on this topic: Marketing for Personal Injury Attorneys: Content Marketing for Law Firms

 

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