When it comes to marketing, Personal Injury attorneys have a lot to overcome. Challenging public perceptions, a crowded marketplace, and potential clients who may not understand their legal issues and rights. To overcome these challenges, you need to become a legal superhero.
No need for a cape–your brand and personality can be heroic with a few concentrated tactics.
How do you become the go-to Personal Injury attorney in your area? How can you distract potential leads from looking at the competition and focusing on you? How do you become the one attorney who stands out from the crowd?
The answer is closer to you than you might expect. Simply put, you must become their hero! A hero leads the distressed and injured to better services, comprehensive treatment, and a better outcome. A compassionate personal injury attorney is a unique kind of hero that is beloved by clients, service providers and the legal community.
All it takes is for you to laser focus on the individuals your law firm serves from the very beginning. Nurtured leads to become loyal clients and long-term advocates. Customer obsession is the new game and you must play it to be successful. But do not make the mistake of simply focusing on customers using outdated or common methods.
Your focus should be on utilizing the time-tested approaches to nurture your leads, make your existing clients happy and ensuring that your former clients never forget the amazing service you provided.
Branding yourself as the “hero” is not about actual heroic acts, although, being a good advocate can sometimes appear heroic. In this context, being a hero means tailoring your services, workflow, messaging and tools to serve the client in the best way possible. When people feel cared for, they become super fans, or as customer success leaders call them, super promoters, which only means more and more clients.
Here is the Blueprint to Hero Status Transformation:
Highlight Your Client-Centered Approach
Let the masses know you care! From your bio to your blog, always highlight your compassion, commitment to serving the people, and your passion for justice. These are important values to an injured person seeking help. Understand your clients well and speak to them directly through your website.
How comprehensive is your approach to caring for a client who has gone through a traumatic event such as an accident? Does your network have mental health professionals, social service providers, medical specialists, and religious leaders?
Making the client whole will require a team effort, and the more you convey this comprehensive, it-is-all-about-you approach, the more likely the lead will choose you and the more satisfied the clients will be with your services.
Images illicit feelings and speak louder than words – all that is true. But what is really important is the rising trend of digital image searching. More people are conducting image searches than ever before. If your website has no images, and if your images do not have meta descriptions, image search engines will not see your website.
The images can go on your blog posts to illustrate the text, they can supplement narratives based on public cases you handled or collaborated on with other attorneys, or can be images of the office and staff taken while engaged in a community event or a team building exercise.
Chat Bots will save you money and time because they can act as your receptionist or intake manager. It is unrealistic that you can be available to clients at the moment they get into a car crash and begin searching for a lawyer, so until you are able to have a 24/7 receptionist service, a chatbot can be there to bridge the gap.
Chatbots are the new craze. You may have seen some of them in action on Facebook Messenger and other websites that have a chat feature. What you may or may not know is that most of the time, you are talking to a bot and not a human.
Obviously, this saves money and time as client questions and inquiries are handled immediately. It may not be as personal as a real human on the other end of the chat, but as long as you make sure to connect your chats to an appointment scheduler or your cell phone (once they want to schedule a consultation), this option allows you to connect with potential clients on their time.
Brag about your track record. Do not be shy!
You are a savvy lawyer and visitors to your website or social media accounts should know that.
Did you have major wins? Participate in a big case? settle a lot of the cases so that clients do not bear the cost of litigation? Perhaps you are an excellent negotiator and can talk about the number of negotiations you had and highlight your approach. Whatever it is at which you excel, make it known.
Ask For Testimonials – Video Testimonials are GREAT!
Carefully, with your state’s and the ABA ethic’s rules in mind, ask the client if they’d consider giving their review on camera.
Most clients will not leave a review unless they are extremely satisfied or extremely dissatisfied. But what about all the people in between?
The best way to get reviews is to ask directly for a video review first. If they are uncomfortable with shooting a video, then a written review is next. Video content is on the rise and video consumption is expected to surpass other forms of content. Video reviews get more engagement, get shared more and get more people talking about your firm.
In addition to video, be sure to collect and keep track of NPS scores. The Net Promoter Score is an evaluation system that gives you a high-level understanding of how satisfied your clients are with your service and their experience.
One of the best ways to create a more intimate relationship with your client is to personalize the experience. Being proactive in using the client’s name in person and in any client portal that you utilize for communication. You have seen personalization in almost every app or website where login is required.
If you do not have a client portal setup, you should consider it, as it can be hugely beneficial to personal injury clients. The portal can serve as a hub for the clients’ documents, documents from third-party medical providers, and all communication relevant to the case. Client portals can be part of a Practice Management System or can be created for at the firm specifically. There are a few interesting options in the marketplace these days, like Your Firm App or Case Status.
Think about your personal brand, not just the firms. Why this area of law? What drew you to it?
The more approachable you seem, the easier it is for your clients to connect. Accidents can happen to anyone, so finding commonalities shared by humankind and leaning on these commonalities in your story can make your practice that much more appealing to potential clients.
Consider Alternative Fees
More and more consumers of professional goods are choosing a more modularized approach to services, as opposed to full service. This is partly due to the rising costs of services, but it also has a lot to do with the increased level of sophistication in today’s consumers. Before they walk into your office or give you a call, consumers have spent hours scouring the internet for information. They can educate themselves and make more informed decisions about what they want from you and how they want the service delivered.
An injured client may only need you to draft letters, but not need you in coordinating medical services or communicating with insurance companies. Others may only want your involvement in litigation but are perfectly happy negotiating a settlement themselves. The scenarios vary, but the point remains. Offer unbundled services and watch your NPS score rise.
Engage in the community, help the people, take pictures and post it all on your website. People will remember and choose you when they have been harmed by an injury.
In addition to great client optics, community involvement should be part of your local SEO strategy. Every time your law firm participates in a community event, use your blog and social media to tag, link, and connect with your geographic area.
Nurturing After Clients Leave = Steady Flow of Referrals
Do you keep in touch with former clients? Imagine receiving a celebratory birthday email from your doctor, even though you only see him once a year for the annual checkup. How does it feel to receive the email? People injured in accidents are experiencing trauma and a host of emotions that can have them feeling miserable, neglected and even uncared for.
Of course, your client’s happiness is not your responsibility, but if you take initiative to help, you will quickly become the hero, and stand out from the crowd.