Generating new clients for a personal injury law firm - National Trial Lawyers webinar


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Personal injury is the most competitive practice area in the field of law. PI attorneys spend hundreds of thousands of dollars every month to generate more and better leads. Some of these marketing efforts work, while many do not.

View the slides from the inaugural for National Trial Lawyers webinar, hosted by two nationally recognized legal marketing experts - Larry Bodine and Stephen Fairley.

You will discover:
- How to optimize the #1 place clients look for you
- The proven strategy of finding the riches in the niches
- How to get the most from TV advertising without spending $100,000 a month
- 5 things PI attorneys should not waste money on
- Whether to buy from lead-generation companies and how to do it without getting burned
- How to turn your contacts and clients into your sales force by building a referral network
- Steps to become a well-recognized thought leader to attract bigger cases

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  • NTL: Since January, unique visitors up 122%
    Page views up 65%
  • Broadcasting is very expensive – and there is a lot of waste. Broadcasting goes out to many viewers who are not target clients.
    In most cases the viewer does not have a pen and paper to write down your phone number
  • The more you post, the more clients you acquire – Hubspot 2012 state of inbound marketing report

    2-3 times a per week – 70% acquisition

    Daily is 78% acquisition

    Multiple times day = 92% acquisition
  • Joye law firm – South Carolina
  • Generating new clients for a personal injury law firm - National Trial Lawyers webinar

    1. 1. Larry Bodine The Law Blog Guru Stephen Fairley CEO, The Rainmaker Institute Generating New Clients for a Personal Injury Law Firm Sponsored by The National Trial Lawyers
    2. 2. Publisher The National Trial Lawyers 520.577.9759 About Larry Bodine
    3. 3. CEO of The Rainmaker Institute—the nation’s largest law firm marketing company that specializes in helping small law firms generate more referrals and convert more leads • Coached, trained and spoken to more than 10,000 attorneys • Developed the first automated lead conversion follow-up system for attorneys • Nationally recognized expert on intake & lead conversion, blogging, and social media for attorneys • Academically trained as a Clinical Psychologist • International best-selling author of 12 books and 10 audio learning programs • World traveler: Visited over 35 countries and taken 15 cruises About Stephen Fairley
    4. 4. • Optimize the #1 place clients look for you • Find the riches in the niches • Get the most from TV advertising • 5 things PI attorneys should not waste money on • Buying from lead-generation companies and how to do it without getting burned • Build a referral network - turn your contacts and clients into your sales force • Attract bigger cases by being a well-recognized thought leader Today’s Program
    5. 5. • Yellow pages • Radio • Billboards • Print (ads and brochures) • Any marketing that can't be measured 5 things PI attorneys should not waste money on
    6. 6. • 67,000 personal injury or mass tort topic TV spots broadcast • Your competitors in major markets are spending more than $100,000 per month – Top 10 law firm TV advertisers spend $800K per month • Better approaches – Promote a single practice area – Focus on a nich – Seek to dominate a local market – Buy remnant space on cable TV Getting the most from TV advertising
    7. 7. • TV ads • Radio • Billboards • Park Benches • Bus advertisements Broadcasting vs. Narrowcasting
    8. 8. Narrowcasting is the better approach Internet is #1 way consumers search for lawyers
    9. 9. • Don’t make it all about you • Tell stories about clients • Describe client service • Engage your visitors – Live Chat! – Newsletter signup page – Ebook or white paper downloads – FAQs describing the cost of personal injuries – Comment on a blog post Optimizing Your Website to Attract Clients
    10. 10. Frequent Blog Posts » Updated 3-5 times per week » The more you blog, the more clients you get –Hubspot » Best length: 300 – 500 words 5X Per Week is Optimal for Lead Gen
    11. 11. 4 Visitor Conversion Basics
    12. 12. “It’s the Niches that Lead to the Riches”—Stephen Fairley • A personal injury lawyer for all torts is viewed as a master of none. • Market a particular specialty – Dog bites – Aviation accidents – Car accidents – Defamation lawsuits – Medical Malpractice – Products liability – Premises liability – Property damage – Railroad injury – Slip & Fall – Traumatic brain injury – Toxic mold – Wrongful death – Civil Rights
    13. 13. Online Reviews  90% of Customers Say Buying Decisions Are Influenced By Online Reviews - Dimensional Research, 2013  79% Of Consumers Trust Online Reviews As Much As Personal Recommendations – BrightLocal 2013
    14. 14. Hand out professionally printed review cards  With links to review pages Email links to review sites  To happy clients Respond to all comments – good and bad  To help keep your overall ratings high List all review sites  Furnish to all staff and lawyers  Make sure everyone understands the importance Onboarding Process  How did they find the firm?  Was it by an online review? Request Reviews  After a positive in-person consultation or favorable settlement 6 Tactics for Online Reviews
    15. 15. • Public speaking • Webinars • Activity in client organizations • Writing for other blogs and websites • Create legal guides on Avvo and then post a link to them on your Google+ page to get them ranking high • Commenting on discussions on LinkedIn, Facebook and Google+ Attract better cases as a well-recognized thought-leader
    16. 16. • 103,480,348 new legal actions every year -- National Center for State Courts. • Lead-gen companies create TV advertising spots on a specific tort – like Actos, Granuflo or Pradaxa • The TV spots direct consumers to call a toll-free number • Calls directed to a rotation of law firms • Modest budget = $25,000 for a two-week campaign Should you buy from lead-generation companies?
    17. 17. • Internet-driven lead generation companies: Total Attorneys, Nolo, Lead Rival, and LegalZoom • PI leads: start at $20 go over $100 for more serious injuries • Med Mal: $20-$60 per lead • Meso: range from $100 to over $500 per lead • Can be a very fast way to get more leads in a matter of days or weeks Should you buy from lead-generation companies?
    18. 18. 1. Leads MUST be geographically exclusive 2. You MUST have a dedicated intake specialist 3. You MUST have a sense of urgency when following up 4. You MUST call every lead at least 7-10 times before giving up 5. You MUST track every single lead 5 Keys to Convert More Leads
    19. 19. • What a great referral looks like • Why you value and depend on their referrals • How to make a referral to your office – Email introduction or Phone call or In person – Will you call them or do they need to call you? – Invite them to a seminar, a lunch, 1 on 1 meeting… • What’s in it for the referral source • What to tell referrals about you and your firm • What information they can give/hand out – Brochure, special report, video, EBook, CD… A referral network of your contacts and clients
    20. 20. 888.588.5891 Stephen Fairley 520.577.9759 Contact Us for your Marketing Needs Larry Bodine
    21. 21. Thursday, August 14 Noon Pacific Time You’ll discover: • What a secret shopper found calling 125 law firms • Over 15 best practices for improving your intake • How to structure your intake team • Specific steps to double your lead conversion in 90 day or less Mark your calendar for our next NTL Members-only webinar: Converting More Leads into Paying Clients