If your law firm has decided to target and advertise for mass tort cases, you may find that marketing in this area is a bit different from other cases. In order to reach mass tort clients, you must be able to stand up against the competition. Your marketing must also target the specific needs of mass tort clients.
Lead generation is one of the most important marketing strategies for mass tort practices. Unfortunately, it can also be difficult due to the competition. The good news is that there are many lead generation tactics that Legal Conversion Center can help you with. In this article, we review 5 lead generation tactics for mass tort practices that are almost always successful.
Practices for Lead Generation
The key to marketing for mass torts is recognizing that not all marketing channels will yield the same results. That’s why it is a great idea of use a variety of marketing tactics that ensure you have all of your ‘bases’ covered. Our top recommendations are SEO (search engine optimization), SEM (search engine marketing), content marketing, digital display ads, and buying leads.
Search engine optimization, or SEO, is the process of increasing traffic to your website using a series of targeted tactics. These tactics are designed to meet the requirements of search engine algorithms, which directly affects how visible your website is on search engine results pages. The higher you rank on search engine results pages, the more likely that potential clients will click on your page.
For mass tort cases, successful SEO depends heavily on targeted keywords. For example, if you are targeting Camp LeJeune contaminated water clients, you should target your SEO to terms like “Camp LeJeune contaminated water lawsuit” or “Camp LeJeune contaminated water lawyer.” Using more generic terms like “Camp LeJeune contaminated water” will direct the potential client to more informative news content, rather than the legal help they are really looking for.
Search engine marketing, SEM, is a marketing tactic that utilizes paid advertisements to boost your ranking or position in search engine results. You have probably noticed the ads at the top of Google’s search result page when you enter a term like “mass tort lawyer.” SEM is a process that allows you to bid for search terms you want to rank for. The more competition there is for that search term, the higher the bid will cost. That’s why it is often recommended to target less competitive terms that could still yield results.
3. Content Marketing
A great way to rank higher in search results pages and get more attention to your practice is by adding valuable content to your website that is specific to the mass tort you are targeting. If the majority of your site features personal injury content, then you likely will not rank well for specific terms like “Camp LeJeune,” “water contamination,” or “water contamination lawsuit.”
The goal with your content marketing is to answer questions (searches) that potential clients may be asking:
- Do I qualify for a contaminated water claim?
- I was stationed at Camp LeJeune, what now?
- Why are people filing lawsuits against Camp LeJeune”
- What is a contaminated water lawsuit?
Next, remember that many potential clients may not be aware that they qualify for a mass tort claim, and may not be aware of current litigation. By providing useful and informative content related to the direct issue and related issues, you are putting your law firm in the path of more readers, and, therefore, more potential leads.
4. YouTube Marketing
Increasingly, video is becoming one of the most efficient means of marketing and generating leads. For mass tort practices, this could be valuable because it puts your message in front of a wider audience. More specifically, YouTube’s pre-rolls are a great way to generate leads. Pre-rolls are the short videos that play before a video. With more than 300 million viewers each day, YouTube is a great way to market specifically to the audience that you want to reach, and put a face to the name. Some surveys suggest that more than 50% of marketing professionals see a better return on investment (ROI) through YouTube marketing than other channels.
5. Buying Leads
Buying leads is another strategy that many mass tort practices choose to utilize in order to get quality leads. This process is more expensive, however, and may not be effective for every law firm. Buying leads can generate potential clients by using lawyer referrals, lawyer listings, and legal matching databases. Each of these services have fees, and may be slower to generate results. You should also be aware that there are some American Bar Association (ABA) standards and guidelines that you must follow if you want to buy leads.
Get More Mass Tort Leads
Mass tort law is a valuable practice area that helps clients who are truly deserving of compensation and justice. But before your law firm can help those clients, you must be able to reach them successfully. That’s where the above lead generation tactics come into play.
Once you have an influx of potential mass tort clients, Legal Conversion Center can help you manage, qualify, and sign potential leads. Our mass torts intake services provide your law firm with the support you need to grow and convert those leads into clients.