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Guide to Mass Tort Marketing

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Mass tort cases make up more than 30% of the federal civil docket. If your law firm practices mass tort law but is lacking on clients, you may need to review your mass tort marketing and lead generation strategies. Legal Conversion Center is here to help you do just that. Below, we provide a simple guide to mass tort marketing that can help you generate more leads, convert more clients, and boost your revenue.

Mass tort marketing is competitive, but there are many things your law firm can do to stand out among the competition and reach the clients who need you most. Take a look at our guide below, and if you have any questions, don’t hesitate to give us a call. We would love to discuss how LCC can help you reach your mass tort marketing goals.

Mass Tort Case Marketing vs General Law Firm Marketing

The first step in understanding mass tort marketing is realizing that it requires a different approach than general law marketing. With general law marketing, you are seeking a broad range of clients facing many different legal matters. With mass tort marketing, you are seeking a pool of clients who are all facing the same, or similar, legal matter.

Mass tort cases involve numerous plaintiff’s all with the same, or similar, injuries caused by the same product, company, or situation. Therefore, your marketing strategy will be highly-specific to the injuries or the company believed to be at fault. This is in contrast to general legal marketing, where your strategy will generally be more vague in order to attract a wider range of clients and injuries.

Lead Generation Ethics and Compliance

The heart of mass tort law is helping injured victims pursue justice. When marketing to attract clients, law firms must be careful to avoid causing further harm to clients. Ethical considerations and compliance are fundamental to any mass tort marketing campaign. Of most concern are state rules about purchasing leads or using lead generation services.

A law firm seeking mass tort clients should only work with a reputable lead generation service. Working with a less-than-reputable service could involve misleading tactics or unethical practices to generate leads. One common example is promising potential clients that they will receive a payout if they sign up with a particular law firm. This practice may generate leads for your law firm, but will undoubtedly cast scrutiny on your law firm by your bar association.

At Legal Conversion Center, we are keenly aware of the ethics of mass tort marketing. Our team has developed mass tort marketing and intake strategies that maintain an ethical and transparent process for generating and converting leads. Law firms that partner with us trust us time and again because we are committed to complying with all applicable rules and regulations.

Determine Your Ideal Client

One of the most important elements of your mass tort marketing campaign is determining who your ideal client is. Most mass tort victims don’t immediately recognize that they are victims or could qualify to participate in mass tort litigation. That is why law firm marketing is so important – to inform consumers about mass tort cases, injuries and illnesses, and how they might qualify to take part in legal action.

Some important things to consider when determining your ideal client include their age and socioeconomic status. Older adults are more likely to see and respond to more traditional marketing campaigns. Meanwhile, younger audiences (such as Millennials) are more likely to see and respond to digital marketing campaigns. Potential clients in lower socioeconomic areas may also have less access to television or social media.

Choose Between Digital or Traditional Marketing

Mass tort cases take time. Some cases take months or even years to resolve. With that in mind, the first step in building a marketing campaign is to determine which methods you want to use, and what steps you can take to get started as soon as possible. Once you identify your ideal client, you can determine if you want to use traditional or digital marketing; or a combination of the two.

Digital Marketing Strategies

Online marketing is a great way to reach potential mass tort clients. Digital marketing strategies can reach a wide audience in a short amount of time. Some of the most effective digital marketing strategies include:

  • Pay-Per-Click Ads
  • Search Engine Optimization (SEO)
  • Content Marketing
  • Social Media Marketing

Digital strategies like these are cost-effective and you can target specific keywords that will put your content or marketing campaigns in front of the audience most likely to be interested in what you have to say.

Traditional Marketing Strategies

Many law firms still use traditional marketing strategies to reach clients who are not as digitally-inclined as others. This is important if the mass tort clients you are targeting are older, or likely to have less access to digital means. Some of the best traditional marketing strategies for mass tort cases include:

  • TV Commercials
  • Radio Advertising
  • Print Media

These marketing strategies have been used for decades, and are still highly effective in certain areas, and among certain demographics.

Set Your Goals

Once you have identified your ideal client and chosen which marketing strategies you want to try, the next step is setting your goals. Setting goals gives you a starting point for monitoring and assessing your strategies and determining what works and what doesn’t work. Some of the best ways to set your goals and measure success include:

  • Consumption Metrics: Identifies how potential clients interact with your content, such as links clicked, emails opened, etc.
  • Engagement Metrics: Identifies how much time digital users spend engaging with your content, such as time on a website, comments, likes, and sharing.
  • Retention Metrics: Identifies how many users followed, liked, subscribed, or came back to your content.
  • Lead Metrics: Identifies how many leads were generated from your campaign. You can track phone calls, emails, and form submissions. This is helpful in determining the cost-per-lead based on your marketing budget.
  • Sales Metrics: Identifies how many clients your firm signed as a result of your marketing campaigns. Comparing this number to the your marketing spend will determine your cost-per-client.

Once you determine your goals, you can set up corresponding metrics to track how your campaign is performing. There are many online tools to gather this data, including analytics, social media management platforms, and software programs.

Messaging Basics

Now that you know who your ideal client is, how you want to advertise, and what goals you have in mind, it’s time to develop your message. Your marketing campaigns should be clear and informative, and should explain how you can help potential clients. Remember, most mass tort victims are not aware that they have a legitimate claim. Therefore, your messaging should educate the client by doing the following:

  • Identify that litigation exists
  • Clearly state the specific product or item
  • List the injuries that victims may have
  • State that victims may be entitled to compensation
  • Explain how your law firm can help

Use a Lead Generation Company

If your law firm is struggling to reach potential mass tort clients, a lead generation company can certainly help you refine your process and goals. Some of the benefits of working with a lead generation company include:

  • Experienced SEO staff
  • Boosts online visibility
  • Marketing automation
  • Staying current on marketing trends
  • Optimizes marketing spend

Streamline Your Intake Process

Once your law firm boosts mass tort marketing efforts, you will begin to see an influx in calls, form submissions, and emails about your services. Is your staff prepared to handle this? Many law firms choose to outsource mass tort legal intake to a professional legal call center who can provide direct support. It is important to outsource to a team that is well-versed in mass tort litigation and intake.

At LCC, our mass tort intake services streamline your intake process. We provide 24/7 support so you never miss a potential lead. Our staff is caring and empathetic to your potential clients. We provide clients with the information and support they need to make the decision to hire your firm. 

How Legal Conversion Center Can Help

Some estimates suggest that up to 50% of potential clients sign with the first lawyer they come in contact with. That needs to be you! At Legal Conversion Center, our mass tort intake services can help you focus your marketing efforts while providing intake support that works for your firm’s needs and goals. Our services include:

You can expect more quality leads and more conversions for your law firm with our services. We can provide you with a free quote if you contact us about our services.