Legal Marketing – Digital Archives

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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3 Reasons Attorneys Need Email Marketing

Posted on February 23, 2015

3 Reasons You Need Email Marketing

Email marketing. You may have heard that it is old fashioned, ineffective and ultimately a waste of time and effort. Despite what the naysayers preach, this is simply untrue. We live in the internet age. It is crucial for law firms to get their name out there. Email marketing is a thriving, affordable and effective way to build and market your firm, increase conversions and remind clients who you are. Why is email marketing such a usual tool?

Email Marketing Is Inexpensive

Perhaps the best feature of email marketing is that it is economical. Email marketing is a great way to spend less and receive a greater return on your investment. It cuts out high costs that other marketing channels, like direct mail, add on. You can communicate with contacts more frequently because an email takes less time and money to create. All you need is an effective email marketing program. Many legal marketing companies provide an email marketing service that will take care of everything from templates to content and more.

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RW Lynch Online MarketingYou may command top rates for your time. You might have successfully attacked (or defended) America’s largest corporations. You may run and operate a thriving practice that over-delivers for clients, serves your community with honor, and generates significant profit, year after year. You may be a top attorney, like many of the RW Lynch clients. But once you enter the online legal marketing game, chances are that you will likely fall short of expectations.

This post will open your eyes to an enormous error that most lawyers make online. The problem manifests differently for different people. But if you fail to recognize it and rectify your approach, not only will your online marketing almost certainly tank, but you may also  lose potential clients, lose sleep, and waste tons of money.

Fortunately, you’re about to discover a secret that will revolutionize how you think about marketing your services — a secret that changes the game and allows you to win.

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Mobile is the New Standard for Search

Posted on September 18, 2013

RW Lynch mobile blogIt’s amazing how far we’ve come in the last few decades.  RW Lynch has personally witnessed the changes from searching for services in a big yellow book, to searching the internet from our desktops to now being able to search anywhere, anytime from our phones. In fact, according to the Pew Research Center’s Internet & American Life Project research results, 91% of US adults now use a cell phone and of those 56% have a smart phone.

Mobile advertising and website optimization is critical today, especially in highly competitive industries like Personal Injury Law. When a crisis occurs and a person is looking for legal help, today, they are likely to pull out their cell phone first to search for help. In fact, of the 56% of smart phone users sited above, 31% say that they use their mobile phone ONLY to search for goods and services.

These users will likely choose the first legal site they see with a mobile friendly ad and a mobile friendly site; a site that is easy to navigate and has a click-to-call phone number.  According to the IAB, 61% of consumers that visit a website that does not have a mobile friendly interface will leave that site and likely move on to a competitor’s site instead. If your firm isn’t leveraging the power of mobile in your firm’s marketing you are missing out on a huge opportunity.

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