Your law firm needs more medical malpractice clients, but it can feel like a lot to determine the best ways to improve on that. Knowing how to market your law firm and the right mix of various channels and tactics can put you on the fast track to boosting your law firm revenue and helping even more medical malpractice victims.
Discover what's necessary to accomplish when marketing a medical malpractice firm and how to think about developing your own strategy.
Marketing Channels for a Medical Malpractice Law Firm
Your channels are the places where you can connect with new clients by sharing information about your firm and your practice areas. This is different from your marketing tactics, which are the ways that you grow your online presence in those channels. As a busy medical malpractice lawyer, you'll need to prioritize some marketing channels over others.
Ultimately, you'll want to use multiple channels to ensure you have consistent messaging for your law firm and are exposed to the highest number of potential clients. Here are some of the most effective marketing channels for medical malpractice attorneys.
Search Engine Optimization
Search engine optimization is all about how you get your law firm website to show up for high-value keywords. When Google and other search engines recognize that your site is an authority on various topics related to your practice areas, there's a much higher chance your website pages show up on the first page for these search terms. This increases your chances of building trust with that reader so that they'll hire you when they need an attorney to help with a legal issue.
SEO is a long game, but it's a valuable one. In fact, one study by Brandmuscle found that SEO was rated as the most effective marketing channel by business owners.
The more pages your website ranks for, the more prospective clients actually see your page and consider hiring you. By targeting a range of different keywords related to your medical malpractice legal services, you come across as an expert authority on these cases in your state.
In order for SEO to work, you need a strong website design and a plan for how you'll take those viewers of one page on your website down the law firm marketing funnel into further actions with you, such as scheduling a call or filling out a contact form.
Local SEO
Together with organic searches, local SEO helps make up nearly 70% of all website traffic. This means you need a plan for how to win law firm clients with organic and local SEO.
Local SEO is how you send signals to search engines about where you're located and who you serve. This includes things like location-specific practice area pages, listings in local business directories, citations in legal directories, and your presence on your Google Business Profile (previously known as Google My Business.) Together, all of these elements help associate your law firm with a specific region, city, or town.
Google Business Profile, for example, looks at relevance, prominence, and distance. The more your profile matches the searcher's intent, the better you'll score on relevance. The more reviews (and good reviews) on your profile, the higher you'll score on prominence. And the more you can associate your law firm with a specific city, the easier it is to score well on distance.
Google PPC Ads
While SEO is a long game that sometimes means targeting keywords without a strong conversion intent, PPC or Google ads are all about targeting people who are ready to hire an attorney now. You place your pay-per-click ad on Google directly in front of those viewers and pay every time they click your ad for the next step.
Done properly and managed by an expert, Google ads work really well for lead generation. But if you don't have someone on staff to help with this, it's hard to keep up with the placement, bids, and adjustments for pay-per-click ads.
Just like SEO, you need a solid website that speaks to your unique value proposition in order to increase your chances of converting that viewer into an actual client. That's why you'll need landing pages with strong copy as part of your lawyer PPC marketing funnel.
Social Media Marketing
Every law firm needs a presence on the major social media platforms. But how much you rely on these platforms to drive new business your way varies from one law firm to another. It's good to post organic content on these channels, but think of it like casting a really wide net.
Unlike local SEO or PPC ads, which are focused on people in your region who are relatively likely to need an attorney right now, social media targets a much broader audience. This means you probably won't get very many new prospective clients straight from your social media content, but it's still possible.
Within social media marketing, you can also run ads to get even more exposure to your target audience. These function similarly to PPC ads when it comes to payment. However, you can't target someone searching for keywords with a high conversion intent like you can on PPC since you'll only be able to narrow down your social media ads by demographics like gender and location.
Traditional Marketing
Digital marketing is key for a robust medical malpractice growth strategy, but it's not the only thing you should use. Traditional marketing has its place in helping medical malpractice lawyers get new clients. This can include things like billboards, local event sponsorships, or print media ads.
While it's good to use some traditional marketing tactics, don't forget that it will be easier to get a better ROI with most online marketing channels and tactics.
Marketing KPIs to Track
As a medical malpractice lawyer, you can't grow your practice without bringing in new high-quality clients and cases. To ensure you're doing the best you can with your marketing, track key performance indicators (KPIs) to stay on track. Here are some of the most valuable KPIs for med mal lawyers to keep tabs on while running marketing campaigns:
- Number of new medical malpractice clients per month
- Average case total value
- Number of calls received per month
- Number of clients from the website or calls who turned into actual clients
- Number of free consultations given
- Website visits
- Keyword rankings
- Ad spend and conversions from PPC or social media ads
When you track these KPIs, you can make data-driven decisions about the performance and tactics you use to find new clients.
Should You Do It Yourself?
Most medical malpractice lawyers are most effective when they're working directly with clients, either vetting prospective clients or preparing cases for settlement negotiations or court. This means a medical malpractice attorney rarely has time to handle all the various aspects of marketing their firm.
All too often, marketing gets pushed to the wayside so the lawyer can work on the day-to-day client service. But this means eventually, your medical malpractice cases may dry up, or the firm has to weather feast-or-famine cycles because there's no consistent marketing plan. By outsourcing these aspects to a qualified marketing agency, you free up your time to do what's most important.
Look for a marketing expert who is familiar with the legal industry and the ins and outs of running medical malpractice lawyer campaigns.
Invest in the Right Medical Malpractice Marketing
There's no shortage of things you could spend your time and marketing dollars on, but you need a clear strategy to help you stand out in your market and win malpractice cases. Rankings.io delivers results and has done so for lawyers consistently throughout our years in operation. We know that law firms require thoughtful plans and we work hard to ensure you have a comprehensive legal marketing strategy to get you in front of the right clients.
Whether you need help with a full marketing plan or getting set up for better SEO results, contact us today for more help.
