There
is
tough
competition
among
personal
injury
law
firms.
Whether
your
business
is
competing
on
a
local,
state,
or
national
level,
you
need
to
constantly
ensure
your
marketing
strategies
are
complying
with
best
practices
to
ensure
you
are
reaching
as
many
potential
clients
as
possible.
Personal
injury
law
firm
marketing
is
complex,
but
we
can
break
it
down
into
manageable
steps.
The
Importance
of
a
Solid
Marketing
Strategy
A
reputable
and
visible
online
presence
can
benefit
a
law
firm
in
numerous
ways.
Not
only
can
you
carve
out
a
space
for
yourself
in
a
niche
market,
but
you
can
also
boost
lead
generation
and
overall
profits.
While
there
are
different
outlets
under
which
attorneys
can
obtain
clients,
like
referrals
and
walk-ins,
the
majority
of
people
seek
legal
guidance
or
representation
in
2022
simply
plug
their
query
into
Google
and
look
to
the
search
engine
to
guide
them
to
who
can
best
help.
When
you
optimize
your
law
firm’s
search
engine
optimization
(SEO)
strategy,
you
can
set
yourself
apart
from
the
other
personal
injury
law
firms
in
your
competitive
areas.
The
Economics
of
Personal
Injury
Law
Firm
Marketing
Getting
off
the
ground
with
a
law
firm
marketing
strategy
can
be
expensive
and
time-consuming–especially
if
you
are
starting
from
scratch.
Whether
you
handle
the
tasks
yourself
or
outsource
to
a
digital
marketing
company,
you
must
plan
to
build
and
maintain
your
website,
use
some
form
of
paid
advertising,
and
incorporate
regular
social
media
usage
into
your
marketing
strategy.
There
is
no
one-size-fits-all
budget
when
it
comes
to
law
firm
marketing.
However,
to
get
an
idea
of
what
may
be
reasonable,
calculate
what
it
takes
to
obtain
a
single,
successful
case.
Consider
how
many
clients
you
need
to
have
in
a
year
in
order
to
improve
conversion
rates
and
ensure
your
business
is
profitable.
Once
you
have
an
idea
of
what
you
need
to
spend
to
make
a
profit,
you
can
begin
drafting
the
strategies
to
do
so.
Getting
Started
With
Personal
Injury
Law
Firm
Marketing
In
terms
of
getting
started
with
law
firm
marketing,
you
first
need
to
evaluate
your
law
firm’s
status.
For
example,
you
may
just
be
starting
out
and
looking
to
generate
an
online
presence
quickly.
Your
firm
may
also
be
well-established
but
losing
clients,
prompting
a
change
in
how
you
handle
your
online
marketing.
No
matter
the
situation,
there
are
two
concepts
you
need
to
consider
before
implementing
new
strategies,
including
your
target
audience
and
your
consumer
appeal.
Who
Is
Your
Target
Audience?
Have
you
ever
considered
what
makes
a
potential
client
“ideal”
for
your
law
firm?
While
you
know
there
is
a
possibility
you
will
not
or
cannot
take
every
case
that
walks
through
your
door,
having
a
concrete
concept
of
your
target
audience
will
help
you
narrow
down
your
marketing
strategies
and
produce
content
that
answers
common
questions
and
encourages
visitors
to
reach
out
for
more
information.
When
building
an
ideal
client
profile,
consider
factors
like
age,
geography,
economic
status,
education
level,
career
path,
accident
or
injury
types,
etc.
What
Makes
Your
Law
Firm
Stand
Out?
With
so
many
personal
injury
attorneys
in
the
United
States,
setting
yourself
apart
from
the
rest
can
be
a
challenge.
However,
remember
that
you
have
unique
experiences
in
the
area
of
personal
injury
law
that
differentiate
you
from
other
lawyers.
If
you
do
not
know
where
to
start
with
determining
what
makes
your
law
firm
stand
out,
simply
start
with
a
list
of
your
education,
experience,
and
credentials.
From
there,
you
can
determine
why
you
are
the
best
option
for
your
target
clients.
Law
Firm
Marketing
Strategy
Versus
Plan
In
order
to
create
a
cohesive
and
comprehensive
online
law
firm
presence,
you
need
to
develop
both
a
law
firm
marketing
strategy
and
plan.
A
strategy
establishes
elements
like
your
marketing
goals,
target
audience,
offered
services,
and
core
message.
In
contrast
to
that,
your
marketing
plan
specifies
the
actions
you
may
take
to
achieve
your
marketing
goals
and
the
types
of
marketing
you
plan
to
use–like
SEO
or
social
media
marketing.
Law
Firm
Marketing
Strategy
A
succinct
marketing
strategy
begins
with
an
executive
summary
that
outlines
the
following
categories:
-
Marketing
goals.
Your
marketing
goals
need
to
align
with
your
firm’s
business
goals.
Working
with
your
marketing
department
or
specialists
to
ensure
alignment
occurs. -
Target
audience.
Based
on
our
discussion
above,
you
know
just
how
crucial
defining
your
target
audience
is.
When
it
comes
to
using
that
information
to
inform
your
marketing
tactics,
you
will
include
it
in
your
strategy
outline. -
Marketing
analysis.
Conducting
a
marketing
analysis
includes
the
people,
businesses,
or
organizations
that
are
your
current
and
prospective
clients.
Remember
to
capture
a
clear
picture
of
the
size
of
your
law
firm
based
on
your
practice
areas
and
geographic
location. -
Competitive
analysis.
Another
aspect
of
your
marketing
strategy
is
the
competitor
analysis.
To
beat
out
your
competitors,
you
need
to
understand
what
strategies
they
are
implementing.
You
can
use
tools
like
Google
Analytics
to
get
a
better
idea
of
what
your
competition
is
doing.
Services
offered.
While
you
already
know
what
areas
of
law
you
practice,
it
is
still
a
good
idea
to
outline
the
legal
services
you
provide
in
your
marketing
strategy
document.
This
can
inform
your
future
content
strategy. -
Core
message.
What
do
you
want
your
target
audience
to
know
about
your
law
firm?
If
you
have
not
already
developed
a
core
marketing
message,
take
a
look
at
your
law
firm’s
mission.
The
two
messages
will
likely
be
similar,
if
not
the
same.
Law
Firm
Marketing
Plan
Once
you
understand
how
you
want
to
improve
your
law
firm’s
online
presence,
it
is
time
to
start
devising
a
detailed
plan.
Doing
so
can
not
only
save
you
time
and
effort,
but
it
can
also
make
it
clear
to
your
employees
who
is
responsible
for
what.
Elements
of
a
personal
injury
law
firm
marketing
plan
include
the
following:
-
Goals.
In
order
to
see
success
from
your
marketing
plan,
you
need
to
set
quantifiable
goals.
Some
of
your
marketing
strategy
goals
may
overlap
or
inform
your
plan
goals.
Make
sure
your
goals
are
measurable,
so
you
can
track
their
progress
as
you
reach
milestones. -
Financial
investment.
Your
plan
should
include
an
estimate
of
how
much
you
plan
to
budget
and
spend
on
your
law
firm
marketing.
There
is
no
right
or
wrong
answer
to
determining
what
to
invest,
and
that
figure
will
likely
change
over
time. -
Marketing
activities.
Marketing
activities
include
content
development,
advertising,
social
media,
email
marketing,
and
more.
You
will
want
to
implement
a
number
of
activities
to
boost
your
chance
of
meeting
your
goals
and
building
your
online
presence.
Executing
Your
Law
Firm
Marketing
Tactics
If
you
follow
the
guidance
above
and
develop
a
marketing
strategy
and
plan,
you
can
start
planning
its
launch.
You
may
choose
to
roll
out
different
tactics
on
a
scheduled
basis,
or
you
could
launch
everything
all
at
once.
Either
way,
the
execution
of
your
tactics
will
include
three
main
elements:
SEO,
content
production,
and
advertising.
Your
website
must
be
user-friendly.
You
can
consult
with
the
latest
SEO
best
practices
to
learn
how
to
improve
user
experience.
Page
load
speed
and
functionality
are
often
at
the
top
of
the
list.
The
longer
it
takes
your
website
to
load,
the
more
opportunity
there
is
for
a
potential
client
to
go
somewhere
else.
In
terms
of
content
production,
you
will
want
to
ensure
you
have
comprehensive
practice
area
pages
for
the
areas
you
provide
legal
services.
Remember
to
include
keywords
that
potential
clients
are
likely
to
search.
You
should
also
have
a
regularly
updated
blog
that
provides
easily-digestible
information
on
frequently
asked
questions,
relevant
law
changes,
and
other
topics
of
interest.
In
terms
of
advertising,
you
can
implement
a
number
of
strategies.
You
may
choose
to
start
using
pay-per-click
(PPC)
ads
through
Google
Ads.
You
also
have
the
option
to
advertise
on
social
media
platforms
like
Facebook.
No
matter
where
you
choose
to
advertise,
remember
to
evaluate
the
results
regularly,
so
you
know
you
are
getting
the
most
for
the
money
you
are
spending.
Annette
Choti,
Esq.
graduated
from
law
school
20
years
ago,
and
is
the
Founder
of
Law
Quill,
a
legal
digital
marketing
agency
focused
on
small
and
solo
law
firms.
Annette
wrote
the
bestselling
book
Click
Magnet:
The
Ultimate
Digital
Marketing
Guide
For
Law
Firms,
and
hosts
the
podcast
Legal
Marketing
Lounge.
She
is
a
sought-after
keynote
and
CLE
speaker
throughout
the
United
States
and
Canada.
Annette
used
to
do
theatre
and
professional
comedy,
which
is
not
so
different
from
the
legal
field
if
we
are
all
being
honest.
Annette
can
be
found
on
LinkedIn
or
at
annette@lawquill.com.