Legal Marketing – Digital Archives

Have you created a SWOT Analysis for your Personal Injury Firm? Marketing groups take this classic step in the branding process to help them view different approaches they may not have thought of without this exercise.

 

The idea of this exercise is to be truthful with your businesses successes and shortcomings. Once you create a clear path it will be that much easier to allocate a budget to marketing and other strategies that will bring in long-term clients and help you build your firm.

 

Strengths. Weaknesses. Opportunities. Threats.

You’ll find that, when you fill out each section of a SWOT analysis, you will have a few initial bursts of ideas and then, once you get through all four sections the first time around, you’ll start to see that one section will help in building out a concrete version for the others that may not be as thoroughly filled out.

 

Each section is as follows:

Strengths: How does your firm differentiate itself from others firms in your region? As we discussed in the Find Your Niche blog, find your specialty or your range of expertise and include this in your strengths. Your strengths can also be along the lines of experience, location, or even as specific as your presence on a particular online platform.

 

Download Your SWOT Analysis Template

 

 

Weaknesses: Where do you need to improve? This section will take some soul searching for your personal injury firm. Have a discussion with your team about your competition (which may arise again in the Threats section that we’ll touch down on a little later in this article) and what they are currently doing better in when it comes to their positioning in the market.

 

 

 

 

Opportunities: Where do you envision your biggest success coming from? Where do you see your firm in 5 years? 10 years? Where do you want to see your firm in terms of positioning in the local market? What do you want your brand to be associated with?

 

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Threats: What big firms exist in your region? How much do they spend on advertising? Do they have a stronghold on the market? How many firms are by you? What else may be hindering the performance of your firm?

 

 

 

 

RW Lynch has supplied this free download for your firm to take advantage of. Book a meeting and get together as a team to figure out the different approaches that need to be considered in order to correctly put your firm’s name out into the world and into the view of people searching for an attorney.

Build your firm and connect with potential lifelong clients with RW Lynch.

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ROI in SEO for Personal Injury Attorneys

Posted on April 25, 2018

Attorneys often ask us – “How do I show up in the top search results for my region?”

 

SEO (Search Engine Optimization) takes time, diligence, discipline and comes with understanding a few key elements of this widely used digital craft. In the age of Google, what’s your personal injury law firm marketing plan?

 

On Google AdWords, legal keywords are the most expensive to bid on across the board. Did you know that “motorcycle accident attorney” is worth over $325.00 a click (most likely even more by the time you read this)? For a small firm, this approach can be very expensive. To put it into perspective, large firms spend upwards of $500,000.00 for a six-month AdWords campaign.

As a personal injury attorney in today’s digital landscape, where do you start when it comes to finding leads and building your business? RW Lynch is here to help you with some digital marketing tips to get things moving along for your practice in an extremely competitive space.

 

Keyword Research: Where is your competition in the search results? Being a top result of one great relevant keyword can do wonders for garnering business for your firm. Spend time, at least once a month, to explore keywords where you want clients to discover your business. Think about the value of each keyword for your site, rank them by importance to your firm, then write topics revolving around them.

As you search top results, you’ll see the content that competitors in your space are producing in order to rank high on Google or Bing. This will help you create content that, in terms of keyword relevance, will be effective in reaching your audience. A great tool to utilize to see what people are searching for online is Google Trends.

 

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Protect Your Brand: Here’s where you must use AdWords. If there is one keyword you want to protect, it’s the name of your firm. When you start building your presence online you’ll be seen as a competitor in the digital space and other personal injury attorneys marketing to potential clients in your region will target your brand keyword. It’s important to keep a budget set aside to own that top result.

 

 

Be The Expert: Write what you know. Just as we discussed in the Find Your Niche in Personal Injury Law blog, sharing expertise, while not giving away every single secret, provides value to visitors of your site. If someone has a need and you can offer knowledge and direction you’ll be able to garner genuine interest which will lead to authentic views which will boost the results of your website on search engines.

 

 

 

 

A Responsive Website: Make it mobile friendly! Does your site work well and look good on every device? Test your site to make sure that your page is working perfectly on any phone, tablet, computer and any device in between. Many CRM’s such as WordPress now offer almost nothing but responsive themes. That said, you always want to make sure that layout, navigation, and usability of your website is in tip-top shape to help with bounce rates and conversions.

 

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Generate Positive Reviews: Easier said than done, right? In today’s world, just as people trust organic search results, people trust authentic online reviews. These sites rank high in search results because people appreciate a digital version of word of mouth. Basically, people like real suggestions from other actual people.

 

 

 

Be Patient: Organic search results age like a fine wine. It takes time to build your presence in terms of relevance and authenticity. When it comes to achieving great search results, there is no instant gratification. Visitors will look at your content if it is relevant and they are in need of advice that aligns with your industry. A rule of thumb is to understand that it takes at least 6-12 months for organic SEO to index on search results. Stay consistent, write relevant content, and over time you’ll see ROI for your law firm.

 

RW Lynch will help guide your personal injury law firm marketing strategies with a number of effective methods. From hands-on assistance by our Account Executives to generating thousands of lawyer leads monthly through The Injury HelpLine, our program helps to build Personal Injury Law Firms across the country. Contact us today for more marketing solutions and to help you generate leads.

 

Additional links of interest to help with ROI for your firm and personal injury attorney marketing strategies:

http://www.rwlynch.com/resources/blog/hiring-personal-injury-lead-gen-firm-lead-distribution-roi/

http://www.rwlynch.com/resources/blog/ppc-personal-injury-advertising-costs-lead-generation/

http://www.rwlynch.com/resources/blog/personal-injury-lead-generation-cost-per-acquisition-roi/

http://www.rwlynch.com/resources/blog/strategic-tactics-generate-client-leads/

 

 

 

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“Strategy without tactics is the slowest route to victory, tactics without strategy is the noise before defeat.” — Sun Tsu

 

What’s your approach to building your practice? Where do you find new leads to make sure you stay afloat in today’s competitive marketplace? While it may be daunting to think about, mapping out and sticking to a sound strategy for generating business will help bring new client leads in on a consistent basis.

 

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The team at RW Lynch has put together a quick list of marketing tactics for you to consider:

 

 1. Create a series of measurable tactical objectives geared towards achieving your strategic marketing goals. For example, create a statement like, “gain 3 new clients per month through Google Advertising” and then, through testing and producing posts, estimate how many ads you’ll need to place per week in order to achieve this. A simple objective to start with is to simply say to yourself “I need to define my audience on social media platforms” and start with our 4th tip at the bottom of this blog.

 

 

2. Know your Brand “Voice” – What’s your specialty? Are you aggressive when it comes to fighting for your clients or do you want to place emphasis on how you are there for their needs during a tough moment in their life? In either case, you’ll want to remain consistent in terms of your practices brand voice so that people will know what to expect if they have been referred to you by a past client.

 

 

 

3. Define your Social Media Marketing Goals – Sure, we’re all on Twitter, LinkedIn, Facebook and Instagram. But what are you doing on there? Are you creating memes? Focusing only on business? Or are you starting a conversation that resonates with your audience? After all, the number of people on social media continues to grow and a large element of marketing will always consist of going social and testing out what works and what doesn’t.

 

 

 

4. Test… Test… and test again – Always try something new. As it does in life, this phrase resonates across the digital landscape as well. This doesn’t have to mean jumping into the deep end immediately. Take a small amount of your budget and allocate it to trying out new platforms. This could even mean small amounts like $20.00 to $60.00 a month to see if there is any traction on a platform you are yet to use for gaining leads.

 

 

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While you build your practice and work on your current caseload we’re busy ensuring personal injury attorneys across the country, many just like you, are getting new leads from potential clients calling The Injury HelpLine. Give us a call today to learn more about our program. Together with a sound marketing strategy, RW Lynch will help give you the upper edge.

Be sure to follow us on Twitter and Instagram to stay up to date on legal marketing tips for your personal injury law firm.

Social Media Marketing for Personal Injury Law Firms – is it worth it?

Social Media Marketing for Personal Injury Law Firms - is it worth it?Personal injury is an extremely competitive field and one of the most difficult niches to run social media campaigns for. Is it even worth spending time on Facebook, Twitter, LinkedIn, Instagram or Pinterest? Or does Social Media amount to nothing more than a time sink, taking away from billable hours?

This is a controversial topic in legal marketing. Some legal marketing experts believe that social media marketing is at best a secondary marketing tool. Other legal marketing gurus are advertising that they know of a social media strategy than can significantly impact lead generation. Who is right?

We believe that social media can be an effective tool to support your marketing efforts, but only when used in combination with other marketing channels. What follows is a guide that will help you define an effective Social Media Strategy for your law firm.

Define your Social Media Marketing Goals

Your first step towards success in social media lies in defining your social media marketing goals. In other words, ask yourself: What am I trying to accomplish by being on social media?

We recently published an article titled Content Marketing for Personal Injury Attorneys, which explains how to formulate a content strategy for your law firm. Social Media is but one of many distribution channels that you can use to share your content. So be mindful of aligning your social media marketing goals with your overall content strategy.

Here are some possible social media marketing goals to consider:

  • Personal Branding and Career Development: I want to develop my professional identity and show the world my legal expertise.
  • Corporate Branding: I want my community to be aware of my law firm’s brand and the firm’s area of expertise.
  • Community Engagement: I’d like to engage my local community on legal topics of interest.
  • Peer Engagement and Networking: I want to network with other lawyers who may send referrals my way. I want to establish myself as a thought leader amongst my peers.
  • Content Distribution: I’m looking for more avenues to publish my content, so that more people read my blog entries and watch my videos.
  • Client Acquisition: I want to drive more traffic to my website, where I can convert prospective clients into paying customers.
  • Recruiting: I want to find top talent for my law firm.

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Getting new personal injury clients is becoming difficult

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 sole practitioners and small to mid-sized personal injury firms stand out when faced with one of the most competitive online marketing landscapes in the world? We offer a fresh perspective on how to survive and thrive in the Era of Google Search.

How to thrive in the Era of Google Search

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The rising importance of content marketing in the legal industry

Many law firms struggle to differentiate themselves in the fiercely competitive legal services industry. One way many law firms are trying to set themselves apart is content marketing.

According to the 2015 Digital Content Survey, “Five years ago, only about 250 blogs existed among the Am Law 200. Today, there are nearly a thousand, according to LexBlog’s 2015 “Am Law 200 Blog Benchmark Report”. It appears that many legal firms are jumping on the content marketing bandwagon.

Content Marketing for Personal Injury Attorneys

But is it enough to produce just any content? We don’t think so. In a world of increasing marketing noise, producing content for content’s sake won’t have your audience automatically flocking to your latest blog post.

You need a well-thought-out targeted content marketing strategy to ensure that your content truly supports the business and marketing goals of your personal injury law firm. Our blog post will clarify how you can develop a sound content marketing strategy for your legal practice.

What is content marketing?

According to the Content Marketing Institute, content marketing is a “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”. What this means is that we should not create content in a vacuum. Instead, content should be targeted to a specific audience with equally specific goals.

Who is my target audience and what do they want?

The first step in formulating a sound content strategy is to ask: Who am I trying to reach? Who is my target audience? There is no use in producing content if we do not know who we are producing it for. For personal injury law firms the target audience consists of prospective clients (injury victims), current clients, other attorneys and strategic partners.

According to the definition of content marketing we’ve outlined above, our target audience will only respond to content that is:

  • Valuable
  • Relevant
  • Consistent

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RWL-Blog-PPC-Adverts-Campaigns-Lead-GenPaid search marketing, which is most commonly associated with pay-per-click (PPC) advertising, is one of the most utilized forms of digital advertising, and it continues to grow as internet access and mobile device use expands. Due to its importance in attorney marketing and lead generation efforts, RW Lynch published a previous post that outlines the way PPC advertising works. As a follow-up post, we are now focusing on the costs associated with running personal injury PPC campaigns and how PPC advertising responses fit into the marketing and sales funnel as part of lead generation efforts.

PPC Advertising & Personal Injury Campaign Costs

Pay-per-click (PPC) advertising campaigns are priced on a cost-per-click (CPC) basis, which means that you are only charged when someone clicks on your PPC advertisement. It is worth noting that while PPC campaigns are only charged on a per click basis, campaign pricing is set up on a daily/monthly limit (e.g., if you place a $50 per day limit, it translates to about a $1,500 monthly PPC advertising cost). So how do you figure out the costs associated with a PPC advertising campaign? Well, there are a number of variables that impact the overall campaign costs and lead generation efforts that we’ll cover below.

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Marketing is Important

Introduction to Personal Injury Marketing in 2016

With 2015 in the rearview mirror, it is time to look at 2016 and what is in store for legal marketing and personal injury attorneys. Our focus is on three of the top 2016 legal marketing trends and how they apply to personal injury attorneys and trial lawyers. With personal injury attorneys facing one of the most competitive marketing environments in the world, it is important to address how the top legal marketing trends and tactics can be effectively used to expand a personal injury practice.

Personal Injury Marketing: Mobile-Friendly Websites Are Essential in 2016

In April 2015, Google launched an update to its mobile search algorithm, which rewards mobile-friendly compliant websites with higher search engine results page (SERP) rankings while penalizing websites that are not mobile friendly. However, law firms and attorneys have been slow moving to adapt to the new mobile search algorithm. A 2015 report by LexBlog CEO, Kevin O’Keefe, indicates that approximately 53% of the top 350 largest law firms do not have mobile-friendly websites, and 73% of nearly 1,000 blogs published by Am Law 200 are not ready for mobile viewing.

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Personal Injury Lawyers & Internet Searches

With the rise of the internet and the digital age, a whole new technology has been leveraged to revolutionize the way personal injury lawyers market their practice, generate leads and land new clients. The adoption and use of the internet now makes a website an essential tool for any personal injury lawyer trying to sustain and build a practice.

A vast majority of the United States’ population is online, and more and more people are turning to the internet to do online research to make decisions. This applies to legal services too, as a recent survey shows that internet searches are a close second to word-of-mouth referrals from friends as the top method used to choose a lawyer (except for 18-24 year olds and individuals who made more than $150,000 a year – they were most likely to use internet searches to choose a lawyer). Additionally, it’s worth noting that around 75% of the U.S. population uses online resources to research attorneys before making a decision, and approximately 33% of the population will seek legal counsel, at least once, in their lifetime.

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Digital Marketing and Your Law Firm: Essential Tips for Attorneys

There are several digital law firm marketing techniques you can learn to do yourself.

If you have been in law for a long time, you may never have envisioned having to pay attention to digital marketing to help your practice grow. But the good news is, law firm marketing can benefit tremendously from digital marketing techniques, and there are many you can put into place yourself, without major investment.

The key to succeeding in digital law firm marketing is commitment and consistency. You shouldn’t try to tackle everything at once, because you may be overwhelmed. If you have never done any digital marketing, your first step will be to map out a strategy that’s reasonable for your level of time and resources.

Document a Content Marketing Strategy

A 2014 survey on digital content marketing found that companies that actually write down a content marketing strategy are more effective than those that either have a verbal-only strategy or no strategy at all. Documenting your content marketing strategy helps ensure that all participants are on the same page, so to speak, helps you to remember the tasks you set out for your team, and gives you a baseline document you can use to help you determine the effectiveness of the various digital marketing strategies you use. A documented strategy sets the tone and the pace.

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