Looking for replacement personal injury leads following April 2013? Considering your own marketing campaign? Protect your law firm from some of the pitfalls of personal injury marketing pitfalls with this advice from Simply Lawyers.
It is a common scenario seen throughout the legal sector since April this year. Legal practices with a previously successful personal injury department are now struggling to generate their own new clients through new forms of marketing, instead of relying on previous sources of leads such as claims management companies. Or maybe your firm was previously a member of a national personal injury marketing group and now has to face going at it alone?
In either case, having to rapidly learn the new skills required to run a successful marketing campaign would be a challenge for any law firm, let alone one operating in the intensely competitive personal injury sector which even experienced marketing professionals would approach with a degree of trepidation!
Further complicating the challenge facing law firms is the risk of obtaining poor advice from marketing experts who are not familiar with the unique challenges of PI marketing. Yet, even worse advice can be given from the rash marketing agencies which have emerged claiming to specialise in the legal marketing sector, but which anecdotal evidence suggests may be proving unable to deliver on their costly promises.
Of course there are new alternatives to embarking upon your own PI marketing campaign – for example the Simply Lawyers marketing collective offers fully SRA compliant leads and access to the latest marketing expertise for an affordable fee, plus of course the benefits of pooling resources with other law firms.
But if faced with the prospect of running your own personal injury marketing campaign what should you do and what should you avoid? Our team of marketing experts have prepared the following advice:
1. Don’t get grand ideas too soon. Keep your marketing rooted in reality. An ad agency may sell you the idea of ‘building a brand’ using mass market forms of communication like TV or radio advertising but unless you’ve got a lot of budget and time you’ll probably waste plenty of both. Brand building takes time and there’s even some debate as to whether this strategy is appropriate for the PI sector with its focus on lead generation. So perhaps it is best to resist the pressure to embark on high profile marketing campaigns, instead work smarter and look for marketing techniques which might be less glamorous but which will get results.
2. Test different marketing techniques. In marketing there’s always the danger of throwing everything into just one or two forms of communication when looking for a quick fix. Many years of marketing data and evidence proves that it’s better to use a range of different communication channels at the same time which your target audience will see at different times and places. This integrated approach also helps you test a wider range of techniques to see which work best.
3. Measure results. You absolutely must know how many enquiries come from different activities or campaigns, and then you need to identify which leads convert into cases. This requires buy-in from the people handling incoming enquiries as well simple tricks like using a unique phone number for specific campaigns so you can track calls and ensuring your website enquiry forms are tracked using Google Analytics.
Following these three simple steps will at least go some way towards helping you use your resources wisely and plan for future growth. However, all law firms should consider just how realistic it is to compete in an increasingly saturated market where major players are starting to entrench themselves through acquisition. Joining forces and pooling resources with like-minded law firms may be the only way to succeed in personal injury marketing in the future.