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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Victor McCallOur new Top RW Lynch Member Attorney Victor McCall is a Partner at Atwood & McCall, PLLC, a Dallas boutique law firm that focuses on Asset Protection Planning, Business law, Estate and Tax Planning as well as Personal Injury Litigation. 

He keeps it short and sweet during our recent interview. 

What are the keys of success when handling personal injury cases?

Victor McCall: Detailed intake, constant client contact, thoroughly working the case up, and having our clients’ best interest at heart.

How do you approach marketing and business development at your firm?

Victor McCall: We do a lot of one-on-one marketing with direct meetings with referral sources such as other attorneys, doctors, independent insurance agencies, body repair shops, and business owners who have a fleet of vehicles.

What advertising have you tried that hasn’t worked?

Victor McCall: The only advertising that we have ever done is with RW Lynch.

 How does RW Lynch contribute to growing your business?

Victor McCall: We have increased our client intake by at least a third. Some of our best damage cases have come from our RW Lynch program.

What has been the most fulfilling Injury Helpline case so far?

Victor McCall: Our most interesting case at the moment is a butane can explosion burn case.

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Top RW Lynch Member Attorney Ryan FisherRW Lynch Member Attorney Ryan Fisher has been a trial attorney for 19 years. He focuses his practice on plaintiff personal injury litigation. He is also one of the Partners at Lowe Eklund Wakefield Co., LPA, a Cleveland law firm specializing in auto defect, car and truck accidents, workplace injuries and medical malpractice cases in Ohio and Nationwide. Ryan was happy to answer a few questions about his personal injury practice for us.

How did you decide to become a personal injury lawyer?

Ryan Fisher: I got a job in law school as a law clerk for a firm that did only PI, Workers Compensation and Social Security disability appeals. All these areas of practice had the common theme of representing seriously injured people who were really being taken advantage of by insurance companies, state government or the federal government.

I learned very early that the most disadvantaged in our society are the ones who are also treated the most unfairly. Since learning that sad truth back in the 1980’s the degree to which these folks are taken advantage of has only worsened. Many of their rights are now also being stolen by the legislature under the guise of “tort reform.” For many of these folks we are the only voice that they have.

What has been the most fulfilling aspect of your career so far?

Ryan Fisher: Winning. Nothing is more satisfying than representing a person or family that is desperately in need of help. They may have been rebuked at every turn by the insurance company, defense attorneys and defense doctors, even to the point of being called liars. Winning such case at trial and having a grateful and appreciative client after a long-fought battle is absolutely the most satisfying part of this job.

How do you approach marketing and business development at your firm?

Ryan Fisher: RW Lynch has been an important part of our marketing campaign for years. We have a PR company on retainer that does our publicity, blogging and web site design and maintenance.

We do not do any direct marketing or TV advertising, so we depend to a large extent on RW Lynch to make the phone ring. They have been doing a great job at that for well over ten years for us.

Lawyer to lawyer marketing has also been a major part of our efforts. We also do some radio “infomercials” which have been successful as well.

How does RW Lynch contribute to growing your business?

Ryan Fisher: Before becoming involved with RW Lynch I interviewed about ten companies with various marketing schemes and strategies. RW Lynch was the only one who I felt was completely reputable, had experience and didn’t try to put the “hard sell” on me. Also, their TV ads were very dignified and I wasn’t at all embarrassed to be associated with those ads.

Consistently we get dozens of Injury HelpLine calls a month from prospective clients. While the results vary from month to month, rarely does a month go by without signing up at least one solid case. Many months we sign up multiple cases. Over the years I would estimate that I’ve received well over 10 six-figure cases from RW Lynch referrals.

Would you recommend the RW Lynch program to others and why?

Ryan Fisher: Yes. The RW Lynch Injury Helpline allows small and medium sized injury firms to compete in the marketplace without a seven-figure advertising budget.

Online the Injury Helpline comes up as a sponsored listing on almost every Google search for injury lawyers in my area. The company does a great job getting in touch with me. They connect me to injured people by phone, text and email 24/7 whenever a referral comes in. I think prospective clients like to talk to a lawyer immediately rather than waiting until the next business day.


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Top RW Lynch Member Attorney Eric L. JensenRW Lynch Member Attorney Eric Jensen is is a trial lawyer focused on personal injury, automobile accidents, insurance claims, premises liability, and workers’ compensation. He is also a Partner at Graham & Jensen, LLC, a full service boutique law firm located in Atlanta, Georgia.

Eric graciously agreed to sit down with us and answer a few questions.

How did you decide to become a trial lawyer?

Eric Jensen: I never wanted to be a lawyer or a trial lawyer at all. I wanted to be a doctor when I was in school. Eventually, I got to law school and worked as a law clerk for a firm that did a lot of First Amendment work. They were in court quite a bit. They had some pretty wild and interesting cases.

I learned a lot while I was there, but maybe the most important lesson I learned was that I could have success going to court and trying cases. I did not know at the time that would lead me to become a trial lawyer for injury cases, but here I am.

What has been the most fulfilling aspect of your career so far?

Eric Jensen: It sounds trite, but I think most lawyers who work in this area are fulfilled by helping those who truly need it. We can lose sight of it at times, but it is important to keep in perspective that many clients come to us at a time of extreme crisis.

A major injury can send someone’s world into a tailspin. In some cases, we may be the only people in their corner to help them. If we fail them, it can have a profound effect on that their life and well being. That is a serious obligation, and we do not take it lightly. When we can help those people and their families, and “right” some of the “wrong”, it is gratifying.

How do you approach marketing and business development at your firm?

Eric Jensen: Fish don’t just jump in the boat, you have to cast a lot of lines. My partner and I have done many different things over the years, but there is no substitute for a multi-faceted approach with “active/direct” marketing and “passive/indirect” marketing.

Also, getting high quality results and having happy clients always helps. We do quite a bit of in person networking with doctors and other lawyers. Some of the lawyers do exactly what we do and others do not. We get plenty of referrals from other injury lawyers because they know we will prepare a case the way it should be prepared, work with the clients to set their expectations at each step of the process, and we will go try cases when appropriate and necessary.

We round out our marketing approach with call services like RW Lynch, because there are only so many hours in a day, month, and year that you will have available to network in person.

How does RW Lynch contribute to growing your business?

Eric Jensen: We have used RW Lynch for several years and it has helped us grow the business quite a bit. It has provided many cases for us over the years that have been home runs.

It has also provided a tremendous amount of potential client contacts. Keeping in touch with those contacts is sometimes more valuable than the cases themselves.

What are the keys to succeeding with the RW Lynch program?

Eric Jensen: The keys to success in the program are not complicated, but you have to work on them:

1. Answer your phone/return calls – sounds like a no brainer, right? Like I mentioned, fish don’t usually jump in the boat.

2. Be ready, willing, and able to take/refer out a variety of cases – I handle a few different types of injury cases, and if it’s an area I don’t handle I refer it out to other attorneys I know. That way you are providing value to the client and the referral partner, and receiving value once that case resolves.

3. Have patience and listen to the facts – time is a limited resource and sometimes we have the urge to make a quick judgment and pass on a case. I have taken more than one case where at first pass it sounded like a “sorry, you don’t have a case” situation, but after hearing all of the facts it turned out to be something I could help with.


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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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Marketing for Personal Injury Attorneys: Is Outsourcing an option?Personal injury attorneys are increasingly dealing with diminishing returns on their marketing investment, despite a considerable amount of time and resources spend on marketing efforts. If your marketing falls flat, it can become a significant roadblock to growing your business. A marketing plan that considers outsourcing as an option can successfully address this problem.

Outsource your marketing weaknesses

In our last post we explained how the key to optimally allocating your resources starts with analyzing your marketing strengths and weaknesses. Once that is done and you have determined your potential to close potential gaps with in-house resources it is time to make decisions. We recommend that your marketing plan focus on your marketing strengths, while outsourcing your marketing weaknesses. This will ensure healthy growth for your personal injury firm.

A word of caution: Your obvious strength lies outside of the realm of marketing – it’s your knowledge of the law. Being the best lawyer you can be will speak for itself and generate both repeat business as well as referrals from satisfied clients. So, no matter how you decide to structure your marketing efforts, make sure that you have enough time to practice law and help your clients be successful.

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Lead generation: the result of a sound marketing strategy

Personal injury attorneys need a well-thought out legal marketing strategyAs any business owner knows, it’s not sufficient to have enough clients this month. You need to ensure that you have a steady flow of new customers coming through the door every month in order to make payroll. Hoping for referrals or recommendations from past clients is hardly ever enough to sustain or grow a law firm. Personal injury attorneys will need a sound legal marketing strategy in place so that their legal practice is capable of delivering a predictable stream of revenue.

Failing to develop a consistent marketing strategy, no matter how basic, will severely limit your ability to develop your practice. According to the Institute of Legal Reform the personal injury legal services market is becoming increasingly competitive. Broadcast advertising alone grew by 68% from $531 million in 2008 to $892 million in 2015. It is therefore more important than ever to think strategically about how to market your firm to gain visibility in the marketplace.

The task seems daunting, particularly considering that large firms such as Morgan & Morgan or Pulaski & Middleman are spending way over $20 million just on TV advertising alone! It does not help that many lawyers consider marketing to be an entirely foreign language – particularly when it comes to digital or online marketing.

What follows is a step-by-step guide which we hope will help you devise the best marketing strategy for your law firm.

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Exclusivity is becoming attorney’s best kept secret of 2017!

Personal Injury Advertising is one of the most competitive and expensive fields among all advertising categories. As a matter of fact, the latest statistics from Google AdWords show that the top 5 most expensive keywords are personal injury related, with the #1 keyword – “best mesothelioma lawyer” going for $935.71 per click. The next 4 are “dallas truck accident lawyer” ($425.70), “truck accident lawyer Houston” ($411.04), “louisville car accident lawyer” ($393.79) and “houston 18 wheeler accident lawyer” ($388.79). The list goes on with another 15 personal injury keywords in the top 25.

So, what does Exclusivity mean in advertising?

Exclusive lead distribution models are based on generating new case leads in a particular market area for 1 attorney; which means there is no direct competition when an attorney receives a new case lead. Contrary, in the non-exclusive model, as the name suggests, one lead is passed on to multiple attorneys at the same time. This minimizes any opportunity the attorney has to get the person on the phone or even worse to develop a good attorney-client rapport and retain the claimant.

Why is Exclusivity an attorney’s best chance at a bigger bottom line?

In today’s market and with the level of competitiveness among advertisers (which Google and other mediums have created), it has become harder and harder to find firms that will offer exclusive lead advertising.  Most advertising firms cannot withstand the high cost of doing business in the personal injury field, while still maintaining a competitive Cost per Call for attorneys. More and more advertisers have therefore turned to the non-exclusive model, which keeps the attorney’s Cost per Call lower while still ultimately paying the same to the advertiser. The downsides to the attorney, however are insurmountable. What initially seems like a “better cost” for the attorney ends up costing the firm way more in call intake, time spend competing for every call and lower conversion rates from call to case. Here is a quick example of how the two models work.

Exclusive Calls, Better Quality = Higher Return on your Investment!

Exclusive leads (avg rates per lead)

10 x $300 = $3000 x 20% (avg conversion) => 2 new cases

– no competition, more time spent on the larger cases

 Non-exclusive leads (avg rates per lead)

10 x $100 = $1000 x 5% (20% / 4 attorneys taking the call at the same time) => NO new cases

40 x $100 = $4000 x 5% => 2 new cases

Increase in truck accidents across nation's highways
New research suggests that older commercial truck drivers may be causing danger on the highways.
According to a recent CBS News article, the American trucking industry is struggling with a shortage of drivers. In an effort to compensate, many companies are recruiting retired truck drivers. Ten percent of commercial truck drivers are 65 years old, or older. According to CBS News correspondent Kris Van Cleave, the rules of the roads have not kept up with the times, raising the question:

Is more screening needed for commercial drivers?

  • In the summer of 2009, a semi driven by a 76-year-old rolled on top of three cars, killing ten people.
  • More recently, on Aug. 19 in Newark, New Jersey, a bus was T-boned by another N.J. Transit bus driven by a 70-year-old, killing two people.
  • A couple days later, on Aug. 25, a truck hauling stones driven by a 74-year-old slammed into traffic in a construction zone in Binghamton, New York, injuring ten people.

A CBS News analysis of crash data reveals that in just the last three years, 19 percent increase in accidents involving commercial truck and bus drivers in their 70s, 80s, and 90s. From 2013 to 2015, there were more than 6,636 truck and bus accidents involving elderly drivers in just 12 states.

“The industry is looking for truck drivers. There’s a shortage in truck drivers. So they’re not going to self-regulate. The only way that that could be done is on the federal level,” Oklahoma Highway Patrol Lt. James Loftis said.

Federal Motor Carrier Safety Administration deputy administrator Daphne Jefferson acknowledged the increase in older commercial drivers. Her agency is currently studying the trend. She reported to CBS News, “We are not quite at the point yet where we are ready to say one way or another if there needs to be a change in driver rules for, say, drivers over 65.”

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