Posts tagged with 'Online Marketing'

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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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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‘Mobilegeddon’ has been taking over the internet this week. On Tuesday, Google announced a big change to its search algorithm. What does that mean for your law firm website?

Google’s newest update will essentially give a boost in organic (non-paid) search results to websites that are mobile friendly. The idea is to encourage website developers to create websites that are more user friendly on smart phones. The more mobile friendly and content rich the website is, the higher it will rank in Google’s organic search results.

Google spokeswoman Krisztina Radosavljevic-Szilagyi explained, “As people increasingly search on their mobile devices, we want to make sure they can find content that’s not only relevant and timely, but also easy to read and interact with on smaller mobile screens.”

According to NPR, Google stated that as soon as a website is made mobile friendly, its position within the search results will begin to improve. This is excellent news for law firms that have not yet made the move to a responsive, mobile friendly, website. Google’s latest news is saturating the internet. Don’t miss this opportunity to increase your law firm’s internet presence by improving your rank on Google.

For more information on RW Lynch’s custom web design and optimization, please contact us or give us a call at 1-800-594-8940.

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Legal Marketing Trends to Consider in 2015

Posted on January 13, 2015

RW Lynch 2015 Legal Trends

2015 is officially here, and with the new year comes a focus on the latest trends in legal marketing. With every year that passes, technology becomes more powerful and it allows consumers more ways to search, learn and gain access to attorneys. As a personal injury attorney, you know that “keeping up with the times” is essential to not only growing your caseload but also sustaining your practice.

Personal Injury Marketing Trends 2015

A Website Isn’t Recommended, It’s Essential

If growth is your plan for 2015, then you must have a website. According to a study done by Hinge Research, 77% of all leads are generated online! Your website should include more than just your contact information and what types of cases you specialize in. It should also include reading materials for injured claimants to prepare for what’s ahead, whether or not you take cases on a contingency basis, your success stories and why you are the right attorney for prospective clients.

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RW Lynch Long term MarketingWhen budgeting for an effective marketing campaign, it is imperative that you approach it with a long-term mindset. A consumer’s buying habits continuously fluctuates and in order to maximize your return on investment, you need to allow your marketing campaign to work for you for an extended period of time. Advertising in any way (television, print, online or with a marketing company) for a month here or a month there will not give you a realistic measurement on how well the campaign is or will work for you.

As a personal injury attorney, this is especially true. Any advertising professional will tell you that effective advertising is about reach, frequency and optimization. Ultimately advertising needs frequency because you never know when a consumer may need your services. Herbert Krugman, who commissioned a significant study on this subject, said this, “Advertising needs frequency because like a product sitting on a shelf, you never know when the consumer is going to be looking for you, so you have to rent the shelf space all the time.”

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Build Better Relationships in 2014

Posted on January 20, 2014

RW Lynch Building Better RelationshipsThe clients of RW Lynch understand that, while social media, mobile advertising, content creation and blogs are important in your new year’s marketing efforts, building strong relationships with clients and potential clients is still your most important marketing tactic. Don’t neglect this foundation of your marketing efforts. Make relationship building and client retention an integral part of your 2014 marketing plan.

How do you go about building better relationships with clients and potential clients? The key is to communicate and communicate often! But all forms of communication are not equal. Let’s break down the ideal process for building a communication strategy that will lead to stronger relationships with clients and potential clients.

Understand Your Ideal Client

First and foremost – know who you are targeting. Spend some time looking at your client list. Are there common attributes? What types of cases are you looking for? What types of information are important to potential clients? Or is there a practice area you are looking to expand or start? Now think about what types of information you provide or what types of information would be valuable for each type of client. Today’s consumers are driven by information. Providing highly personalized content directly to the right audience will give your firm the opportunity for direct engagement with potential clients.

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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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RW Lynch google updateOn September 26, 2013 Google announced that it had launched its newest search algorithm, “Hummingbird.” Unlike previous updates like Panda, Hummingbird is a complete overhaul. The update addresses the change towards more complex searches as more users are now able to utilize the voice command capabilities of smartphones and tablets. The algorithm allows Google to provide more precise results tailored to delivering the user exactly what he/she is looking for. Although it is not expected to decrease traffic to websites, the changes are expected to make searches more reliable and give results that are much more relevant to the longer more complex search strings individuals are now typically entering.

This new change is referred to as a “conversational search.” Meaning, information can be retrieved from the search engine by entering a string of text similar to natural human speech rather than technically constructed key word search queries. Now when someone is looking for information such as calorie content, where to purchase a product, paying bills online, etc., Google is more likely to give them the most relevant web pages first. One example Google shared at their unveiling was when searching paying bills online with a specific bank, you will get hits to the page link that contains the actual bill pay information rather than the bank’s home page.

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RW Lynch Online Legal MarketingAt RW Lynch, we recognize the dynamics of how consumers search for attorneys and law firms are changing as the Internet age advances, and reflect an overall trend of increased consumer use of the Internet in general.  For example, a series of Pew Research studies demonstrated that 95% of homes with an annual income of more than $75,000 are online, and 45% of American adults indicate that the internet played a significant role in making a major life decision. As Americans become more Internet-savvy, and search tools like Google and Yahoo! become more able to target and refine search criteria, consumers are increasingly utilizing online resources to research information on their legal matters, find and validate lawyers, and ultimately hire one.

A recent study conducted by The Research Intelligence Group (TRiG) offers compelling insight into the complex world of legal consumer behavior patterns. The study, titled the “Attorney Selection Research Study,” was conducted in February 2012 and included 4,000 consumers age 18 and over. The study, found that 76% of adult Internet users in the United States employ online resources at some point when they are in the process of finding an attorney. Furthermore, nearly 60% of all adult Internet users (approximately 110 million people) have sought an attorney at least once in their life – 58 million alone in the past year. And, of those who used the Internet to search for an attorney in the past year, 57% hired one. A key finding of this study was that consumers are now just as likely to conduct an Internet search to locate an attorney as they are to seek referrals from friends and family, which has long been a preferred method.

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RW Lynch Social Media MarketingRW Lynch recently conducted a survey of personal injury attorneys regarding their adoption of social media for marketing purposes and found surprising results.  Of the survey respondents, over 60 percent said they do not utilize social media to market the firm. When asked for a reason they have not engaged users on these platforms, over 43 percent cited lack of time while another 25 percent said social media was not relevant to their business.

The findings are surprising, as personal injury attorneys have generally been ahead of their peers when it comes to adopting new forms of marketing. In fact, the findings differ starkly from other sectors of the law industry, where reports have suggested social media is becoming an effective marketing tool.   Although PI firms have consistently been quick to adopt new marketing techniques, such as billboards, radio, television or web pay-per-click, it seems their reticence here may be due to the greater time commitment demanded by social media marketing.

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