You may know that marketing is one of the most important aspects of any business or law practice. However, your methods of marketing will not be the same as another attorney practicing in another area of law. Personal injury laws are different from other fields. There are some things you must know about how to market yourself when practicing personal injury law.
Marketing Is More Than Advertising
Advertising is always important but it can't stand alone. You need to set goals for your advertising and measure whether they're working. A good ad campaign only works if it's tied into everything else you do to get clients- social media, direct mail, networking events, referrals, etc. In addition to this, marketing for personal injury lawyers is different from other attorneys. It is about helping people and making their lives better. Personal injury lawyers help victims of injuries find the compensation they deserve after a car crash, slip and fall, or any other incident that caused an injury or worsened a condition. You can't just advertise and expect clients to come rushing in the door- you need to market yourself as someone who helps right wrongs and supports your community.
Networking is Important
Every successful practice was built through referrals from peers, previous relationships, and networking events. It's impossible to have the best possible client list without networking. To make sure you get access to all the leads you can handle, go to local events that cater to other attorneys or professionals in your area. Networking is not just about other lawyers- it also helps boost your image among doctors, other professionals in related fields like massage therapy or chiropractic, etc. The more people know who you are and what kind of person you are outside of being an attorney means they're more likely to refer clients to you through word of mouth rather than deal with another attorney themselves. Make sure networking events are first on the list of things you must do for your practice to be successful.
Marketing starts with your client
When marketing yourself as a personal injury lawyer, the most important thing is that you market to people who are already potential clients. You want people who have been in an accident or lost someone they love because of someone else's negligence- because those are the only cases you could take on if becoming their attorney. Don't try and sell yourself to anyone for any reason, but focus your efforts on educating those who may be able to use your services about their options after an accident or loss. That way, when they're ready, they'll call you.
Plan on spending money to make money
You can't just throw up an ad campaign and expect money to come rolling in. You have to be willing to spend some of your time developing the marketing strategies that will work for your office, then spend some money on producing them because ads won't work without being backed by effective advertising. There are many different types of marketing that you may choose from but you must find out which ones are best for your practice so you know how to spend your resources.
Personal injury law is not always about money
Money isn't everything in personal injury law- many times, people just need help getting an injury or condition diagnosed to get the treatment they need. Make sure to note each case is different and if matters can be settled out of court because it's what's best for your client. Personal injury lawyers who represent clients only when it means they'll net more money are not doing anyone any favors. If you focus on just making everyone happy you'll find that your practice will grow very quickly without having to advertise at all. Word of mouth referrals is still one of the number one ways people find their lawyer!
It's also important to figure out what your fees will be. You need to factor in all the costs of a case and then add a percentage for yourself that you're willing to work with- every client is going to have a different price range so make sure you don't just up to it because someone needs help desperately.
Know the demographics of your area
Be aware of the demographics in your area. This will help you to know where future clients are likely to be, so you can plan on buying ads there. It'll also tell you who you should be targeting first because not everyone is worth spending money on right away. For example, if your primary demographic is retired military veterans then advertising at a senior center might work for you, but it wouldn't do much good to advertise at a college campus.
There are many different types of marketing strategies you can use when dealing with personal injury law but always remember this: your clients come first before anything else. Understanding these differences will help you to get the most out of your marketing campaigns whether it be for branding, advertising, or getting clients.