040114There are over 77,000 Personal Injury Attorneys in the United States and that number is growing. So how will potential leads find you for help? Are you understanding the “shopping” habits of potential victims and leveraging all opportunities to connect with them?

99% of all prospects will do some sort of research to find the best lawyer in their area. What this means for you is that you need to reach them in as many ways as possible. Staying focused on how people “shop” for an attorney will help you generate a regular influx of leads.

Knowing that most people will no longer simply open a phone book and call the first PI Lawyer listed means that you need to understand people’s shopping habits, educate them and make yourself readily available.

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LeadGenMergerIn August 2013 Lexis Nexis Martindale-Hubbell and Lawyers.com formed a joint venture with the California based company, Internet Brands. Internet Brands is an online marketing company providing lead generation services for several markets from Automotive to Shopping and Travel to Law. The venture has raised some concerns as to what will happen to existing customers of Martindale-Hubbell and users of Lawyers.com.

It has been stated by the company that business as usual will continue but if you are a current customer of either Lawyers.com or Martindale-Hubbell you should at the least pay attention to what happens with your account over the next several months.

  • Are they still actively pursuing additional traffic to their sites for the additional influx of clients that had existing contracts?
  • Are you still receiving the same number leads you expect from your investment?
  • Are your websites and SEO contracts still being honored?
  • Are you still receiving up-to-date content for your sites, social networks and blogs?
  • What happens to your existing website (if you had one through one of these organizations)?

Some may say that companies like Martindale-Hubbell and Lawyers.com are a dying breed. However, it is critical for you to note that it’s important to pay close attention to any company you have invested your marketing dollars with. There are a lot of choices for your marketing and lead generation needs, and the industry is constantly evolving and changing. Make sure the company you use has a history of longevity, great client feedback and a long-term interest in you and your growing practice.

For more information about lead generation offered by RW Lynch and Injury HelpLine® subscription opportunities, call RW Lynch at 800-595-8940 or request information at RWLynch.com.

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RespondQuicklyAre you losing potential clients and in turn potential profits because your response time is lagging?

As technology increasingly makes communication faster, easier and more efficient, the expectations of people also increase. People want answers and they want them yesterday. They will use any means to aid them in their search to find assistance in the shortest amount of time. For you as an attorney, offering a service to potential victims who are worried about medical expenses, lost time at work and lack of financial compensation means that you need to acknowledge their interest in you almost immediately.

Study after study shows that the faster you respond to a lead inquiry the more likely you will keep them as a client and not lose them to your competition. When an injured victim is in need of legal assistance they will likely use the attorney that responds the fastest and shows the most interest. With technology so readily available, people expect response times as quickly as within an hour but no longer than the next business day.

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DosAndDontsIn order to grow your firm, you need to invest in a reliable marketing and advertising program. Lead generation services are a great alternative to investing and managing your own campaigns, which can be both costly and time consuming for the average attorney. Lead generation services can not only offer you consistent, quality leads but also provide you with a total marketing package that allows you to manage those leads. There are a slew of companies that will make you a lot of promises, but how do you know which ones are legitimate?

What steps should you take before you decide the right company for your firm’s needs?

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Build Better Relationships in 2014

Posted on January 20, 2014

Building Better RelationshipsWhile 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 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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120513Practicing law is very much a client-centric business and providing exceptional service is pivotal to a successful practice. Are you providing the service that your clients expect?

Survey after survey will tell you that the #1 reason why clients fire attorneys is “lack of responsiveness” or in general an overall lack of customer service. Correspondingly, the top reason clients hire lawyers is empathy and responsiveness. Keeping clients and potential clients happy is the key to not only maintaining, but growing your practice. The following are a few tips for ensuring that your bedside manner doesn’t impede your ability to attract and retain new clients.

Return Calls Promptly

The legal industry and in particular personal injury law is highly competitive. Speedy response time to new leads is the key to higher conversions (See our recent article about response time: The Key to Converting More Leads. But your bedside manner doesn’t end there: lack of responsiveness is the most cited reason for firing a lawyer. Return client calls as soon as possible, even if it’s an email (or a call from a secretary or paralegal) that lets them know that their call is important to you and that you will respond as soon as possible.

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frustrationYou 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.

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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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.

How does the change affect your website’s effectiveness?

Well according to Google, not much, that is assuming your focus has been on delivering rich and relevant content all along. But the bottom line is that if you haven’t been doing it already, it’s now high time to evaluate your website’s content. Sites that currently have and continually develop unique, popular, quality content will succeed in ranking higher in the search results. You will need to consider the needs of your past and present clients and the questions and information they seek from you. The information sought out by these clients is likely to be the same information that potential clients are searching the web for. If your website’s content can address many of these concerns then it is more likely you will appear higher up in the search results. This will increase your site traffic as well as open the door to potential new clients.  If it doesn’t, however, you will need to begin to think about developing a robust content strategy for your firm to ensure you continue to generate quality leads through your website.

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Mobile is the New Standard for Search

Posted on September 18, 2013

mobile blogIt’s amazing how far we’ve come in the last few decades.  We’ve gone 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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Six Mistakes Even Legal Marketing “Experts” Routinely MakeEven so-called “experts” in the legal marketing field routinely neglect some basic tenets that can make or break the overall marketing efforts of the average law firm. Following these basic six steps can ensure that your firm is a successful marketing powerhouse.

Not Understanding the Source of Your Success (or Lack Thereof)

One of the biggest mistakes a firm can make is not measuring the marketing tactics it employs. Lack of measurement can often result in a huge waste of marketing dollars for the average firm. Failure to measure marketing is like trying to navigate with a broken compass – you may feel like you’re moving but the odds you’ll actually reach your destination are pretty slim.  Without systems in place that help you track and analyze the results of each campaign you will never have an understanding of what works for your firm and what doesn’t.  This is the surest way to ensure you are wasting your marketing dollars.

Not Marketing with Purpose

Successful law firms develop a strategy or map, if you will, for their firm. Having a clear set of goals in mind can help a firm achieve its goals successfully. For example, is the goal lead generation, is it name recognition for your firm, or is it to highlight a specific practice or expertise? Whatever that goal may be the marketing strategy is the road map for your firm to achieve its goals. Without that road map you’ll be roaming about aimlessly never reaching your destination.

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