Personal Injury
Law Firm Marketing

Law firm marketing comes with a price, but like they say, the bitterness of low-quality work remains long after the sweetness of a seemingly good deal is forgotten. When it comes to hiring a marketing partner for your firm, the right one can make a hell of a big difference. Your marketing budget may vary depending on the services you are looking for as well as your end goals and how quickly you want to meet them. At MeanPug, our contracts range from small monthly retainers for one-off tasks, to much larger contracts for personal injury law firms that want MeanPug in the trenches with them every day working to advance their marketing goals. One size does not fit all, which is why we’re happy to find the engagement that best fits your unique needs.

A PPC, or pay-per-click, campaign enables you to place ads on search engine results pages (SERPs) and other websites to capitalize on specific keywords related to your law firm, such as “Minnesota car accident lawyer.” This way, your ad will pop up whenever someone searches for the targeted keywords and/or meets your ad targeting criteria. As the name suggests, you pay per click, which allows you to easily control your spend and gives you the opportunity to test different keywords to see what resonates best with your audience.

Now to answer the question of whether you should run these campaigns is a little more complex. The competitiveness of your local market, availability of other ad formats like Google LSAs, room in your marketing budget, and the PI keywords being targeted all play a key role in determining the potential ROI of PPC for your firm. In most scenarios, chasing a keyword like “Minnesota car accident lawyer” will be a poor strategy due to congestion in the bid auction. However, for some keywords – especially those surrounding single-event catastrophic cases – PPC can be a viable option for obtaining significant ROI on spend.

Mass torts pose another significant opportunity for firms to get creative in their ad spend. Unlike run of the mill PI, these cases tend to rely on discovery based acquisition strategies rather than direct response methods. In other words, after an accident many people know to search for a lawyer. In the case of product recalls or drug side effects, education is often a part of the user journey. Finding the right strategy for profitable acquisition often requires understanding of cases at a deep level in order to meet the potential client where they are.

For this and many other reasons, running a successful PPC campaign is no easy task. But for MeanPug, it’s just another day on the job. Our digital marketing team has managed hundreds of millions of dollars in ad spend and knows how to pull the right levers to get you clients. We can help you create an effective PPC campaign that works best for your budget and helps close the gaps in lead generation.

A personal injury law firm should engage a marketing agency when they are looking for three things: brand awareness, more leads, and a higher lead conversion rate. Most personal injury law firms rely on a thin marketing team or a single marketing manager to keep up with the day-to-day requests lawyers throw at them. At worst, some PI law firms have an office manager masquerading as a marketing manager. Usually these folks are struggling to keep up with these requests, let alone have time to make significant strides toward long-term marketing goals. To get and stay ahead of the competition, investing in marketing has to be a priority, and hiring a legal marketing agency is often the right solution.

If you are a new personal injury firm, hiring a marketing agency can help you get your firm off the ground and running by establishing your brand, building a website, designing business cards, creating all necessary profiles on GMB and social networks, and more. If you are an established firm looking to expand into a new market or simply want to revamp your current marketing, a marketing agency can help identify your pain points and work with you on acquiring more leads through a combination of SEO strategy, content marketing, traditional and digital advertising, website enhancements, and more depending on your exact needs.

Sometimes it takes another pair of expert eyes to help you understand where your law firm marketing strategy has glaring gaps and areas for improvement. MeanPug has worked with dozens of personal injury law firms throughout the U.S., ranging from solo practitioners to firms with a few hundred attorneys, and knows how the best of the best law firms are beating their competition. Want to know what you’re missing? Take a quiz!

Simply put, the main difference between personal injury marketing and advertising is that advertising is a subset of marketing. Personal injury marketing involves a comprehensive range of tactics such as website design, web development, advertising, content marketing, SEO, social media marketing, branding, and more. For example, a marketing campaign for a website build may include designing logos and color palettes for your website and brand collateral so they appeal to personal injury clients; identifying the right slogans that reflect your firm values and practice areas; building a UI/UX-friendly website with strong CTAs for higher lead conversion; and adding well-researched and high-quality content to drive organic traffic to your website.

On the other hand, personal injury advertising involves communicating your law firm’s messaging to the right audience through the most appropriate channels, such as billboards, TV commercials, local service ads, Google ads, social media ads, radio ads, and more in order to attract the right clients. While personal injury advertising can also be considered personal injury marketing, personal injury marketing isn’t always personal injury advertising.