Enlisting a marketing company is one of the best decisions you can make for your personal injury law firm.
A marketing agency can help with lead generation. They also enhance your law firm’s visibility online and offline, helping it stand out from a crowded market.
However, not any company that pops up on every recommendation is worth your time and money. You must proceed cautiously before choosing the right advertisement agency for your law firm business.
In this post, we examine the factors that define a reliable personal injury marketing company.
1. Knowledge of Effective Digital Marketing Methods
Numerous surveys have shown that most people begin their lawyer searches online. Therefore, you want personal injury marketing companies that are well-versed in the intricacies of digital marketing.
Carefully assess the agency’s knowledge of online promotion techniques, such as search engine optimization (SEO), social media management (SMM), content marketing, native advertisement, pay-per-click (PPC) advertisements, etc.
However, surface-level knowledge simply won’t cut it. Establish that the agency is profoundly knowledgeable in diverse digital marketing techniques.
2. Implementation of a Multi-Channel Approach
Most, not all, of your prospective clients are likely to search for your services online. Some still prefer offline routes, such as word-of-mouth recommendations.
To broaden your brand’s reach, choose a personal injury marketing agency that blends digital and traditional marketing.
A multi-channel approach can offer a significant edge in targeting prospective clients across various demographics. Besides, traditional marketing techniques like flyers could be particularly effective in reaching the local audiences.
3. High Search Engine Rankings
A company that promises to push your visibility higher up on search engine results pages (SERPs) must already be highly ranked itself. Otherwise, their lofty promises are but empty claims.
Use free tools like Google Search Console to assess your personal injury marketing agency’s search engine rankings.
As a general rule, the company should rank on the first or second SERP for its primary keywords. That’s how you know they’ll equally drive visibility for your law firm brand.
4. Impressive Customer Reviews
Customer reviews can provide useful glimpses into a company’s credibility.
To uncover what previous clients had to say about a personal injury marketing firm, simply head online and search for the company’s name alongside the word reviews. For instance, searching “Infinity Marketing reviews” will pull up numerous platforms containing user feedback about the brand.
Shun reviews published on the target company’s website or other affiliated platforms. Instead, the feedback should appear on reputable sites like TrustPilot and Better Business Bureau (BBB).
BBB ratings are particularly useful when assessing a company’s responsiveness. Any rating closer to A+ is a testament to consumer confidence in the brand, while scores closer to F indicate the agency will probably take months to address your queries.
5. Proven Case Studies
Nearly every personal injury marketing company claims to enjoy a trail of happy clients. And in this disruptive age of artificial intelligence (AI), sponsored bot reviews have become eerily common, too.
Asking for proof of case studies can be a reliable way to differentiate between factual claims and marketing gimmicks. Contact some of these attorneys to learn about their experience working with the marketing company.
Pay particular attention to feedback on transparency and support responsiveness.
Besides being forthright with their fees and payment schedules, a personal injury advertising firm must also have a dedicated contact person. It’s comforting to know you can call your marketing company anytime for help or clarification.
6. Experience in Personal Injury Law
As you’re scouting for a marketing agency for your personal injury business, a suitable candidate should possess in-depth knowledge of personal injury law.
The company must demonstrate a deep understanding of personal injury, including its different categories.
Be sure to also assess their knowledge of relevant topics, such as statutes of limitations, legal precedents, and ethical concerns surrounding legal advertising.
6. Realistic, Measurable Projections
Many personal injury marketing companies make unrealistic claims, such as “guaranteed #1 Google rankings within 30 days.” However, such promises are usually unattainable.
Choose a marketing company that makes metric-based, data-driven projections. For instance, the agency may promise to “increase your website traffic by 50% within one month by modifying your target keywords.”
Not only does this indicate a stated aim. It also highlights a methodology for getting there.
7. Wide Range of Services
To validate that a personal injury marketing agency implements a multi-channel approach, examine the range of services they offer.
Choose an advertising firm that provides a broad variety of digital and traditional marketing services. It’s even better if each technique is split into different categories.
For instance, search engine optimization should encompass;
- On-page SEO techniques like keyword optimization
- Off-page SEO techniques like link building
- Technical SEO, like website load speed optimization
However, determine whether you require the comprehensive suite of services a marketing agency provides. That’s especially important if you’re operating on a rather tight budget.
8. Reliable Performance Metrics
Key performance indicators (KPIs) can vary by your preferred marketing channel and long-term marketing goals. That said, insist on a personal injury advertising company that uses reliable analytics to gauge the effectiveness of your marketing campaigns.
Common metrics include;
- Keyword SERP rankings
- Organic traffic growth
- Click-through rates
- Lead-to-client conversion rates
- Return on investment (RoI)
RoI is arguably the most reliable of all KPIs. It proves that a marketing agency isn’t just raising awareness for your personal injury law firm, but also making a concrete effort to convert prospects into actual clients.
9. Understanding of Ethical Considerations
As hinted, a personal injury marketing agency must be well-versed in the ethical issues surrounding attorney advertising. These regulations are spelled out on the American Bar Association (ABA)’s website as well as in various state bar regulations.
ABA permits personal injury lawyers to advertise their offerings on any media. However, attorneys cannot make misleading claims or give definitive promises.
Besides, the association bars personal injury lawyers from assuming credentials they don’t possess.
Understanding these regulations can prevent your law firm from undue prosecution.
Maximize Your Personal Injury Law Firm’s RoI With Stellar Marketing Services
Marketing is the surest way to foster continued, long-term growth in your personal injury law firm business.
Ongoing advertisements help with client acquisition while converting new leads into loyal patrons. It also enables your business to stand apart by spelling out its unique value proposition to your target audience.
However, you need an experienced marketing agency to enjoy the benefits of personal injury law firm advertising. Having the above pointers in your back pocket can help accelerate your search for such companies.
Remember, every business is unique. Even after finding what seems like a reputable personal injury marketing law firm, ensure you vet them against your predefined requirements.
