If you’re reading this, I assume you’re either a personal injury attorney or an aspiring one. My apologies for the shameless plug, but I want to talk to you about the importance of marketing your personal injury law firm online. I’ll even make it easy for you to put together a plan. Let’s get started.
Why Marketing Is Important For Personal Injury Attorneys
In a nutshell, marketing is the process of getting your product or service in front of the right people. For personal injury lawyers, that means getting our legal services in front of potential clients. We can do this through traditional methods like print ads in legal magazines or newspapers, billboards, radio ads, and TV spots. But, nowadays, we have other options available to us thanks to the internet and digital marketing.
Digital marketing is just like traditional marketing, with the exception that it’s much more focused on attracting online customers to your website. The digital marketing channels that exist today were developed to allow firms to market their products and services in a more efficient manner. If someone is searching for a personal injury attorney, they’ll probably visit Google first, followed by Bing and Yandex.
When a person types in “personal injury attorney” into Google, thousands of websites pop up as results. To land on the first page, your website needs to be truly exceptional. That’s a lot of competition. However, despite the odds, getting to the first page of results is still very doable. Thanks to the power of Google Remarketing, you can target users who have already visited your competitors websites. With Google Remarketing, you can capture their attention with an ad that pops up when they visit a different website.
If someone clicks on your ad, the next step is even more important. Your website needs to load quickly and let the user navigate with ease. If they have a problem, it should be fixed by the time they get to the bottom of the page. When they reach the end, they should have a clear idea of what their next step is. Ideally, they should have found the information they were looking for and had a positive experience. A/B testing is an invaluable tool for improving your website’s performance. With A/B testing, you can compare two different versions of a webpage and see which one performs better. You can use Google Analytics to track user behavior as they navigate your site. This helps you to identify and fix any issues that could appear to a customer. For example, if someone clicked on a link but then found that the page they were directed to wasn’t what they were looking for, you’d know immediately because you’d have performance data to back up your claim. It’s important to note that getting a personal injury attorney website to the top of the pile is a lot easier than getting to the top of the Google search results. The easier you make it for people to find your services, the more likely you are to attract new clients and gain revenue.
What Is A Personal Injury Attorney Marketing Plan?
In case you’re wondering, a personal injury attorney marketing plan is exactly what it sounds like. It’s a plan that you make to create and execute marketing strategies to grow your personal injury law firm. Marketing is a lot of work, and it takes a lot of planning and effort. So, if you think that you’re ready to take the plunge and decide to write a business plan, these are the tools that can help you get prepared.
How To Create A Marketing Plan
First, you’ll want to add some marketing goals to your plan. Here are some examples of marketing goals that you can use:
- We want to increase our web traffic by 10% this year.
- Our product conversion rate is currently at 5%, and we want to increase it by 1% this year.
- We want to rank in the top 3 for our particular keyword in Google searches.
- We want to attract a certain type of client (i.e., injured workers, specific industries, etc.)
- We want to gain a certain type of social media following (i.e., Instagrammers, YouTube stars, etc.)
The list above is just a small fraction of the goals that you can include in your plan. You can brainstorm other goals yourself or with a professional marketing agency.
The next step is to create a strategy for achieving these goals. This is where you’ll lay out a plan of action to get from point A to point B. You’ll want to make sure that you include all the steps that you think are necessary to reach your goal. If you’re looking for inspiration, you can review successful marketing plans from other businesses.
How To Execute The Marketing Plan
Now that you have a plan and a strategy in place, you can begin executing the plan. The first step is to analyze the status of your current marketing efforts. This will include reviewing your website, social media accounts, and any other marketing platforms that you use (i.e., Google Ads, LinkedIn, etc.).
From here, you can set a benchmark for your next step. Are you satisfied with the results of your current marketing efforts? Are you ready to increase your engagement with existing and potential customers? Or, do you have more work to do?
It’s extremely important to track your progress. It’s easy to lose focus and be over-ambitious without proper tracking mechanisms in place. The next step is to set new goals and review your progress periodically.