top of page

Revving Success: Navigating Legal Marketing for Lawyers Without the Hassle

Lawyers want to practice law. It is why they spent so much time in school, and why they choose the specific verticals they do - it is what they are passionate about! The last thing most attorneys want is to have to manage marketing for new clients. Lawyers, as with most professionals, want and need to focus on their core interests.


While we focus on many areas of law, one of our favorite specialties is personal injury - specifically motor vehicle accidents. It is an evergreen vertical that isn’t subjected to the typical seasonality of business. Because of this, legal marketing, specifically within the realm of motor vehicle accidents, requires an active strategy and open communication to succeed in this highly competitive landscape. We have learned many important lessons over the years - here are just a few:


Be strategic about lead generation.

The typical law firm in this industry isn’t made to handle hundreds of inbound calls, or thousands of leads a day. Casting a wide net and keeping your fingers crossed simply doesn’t work in this world. A marketing agency in this space needs to understand that quality over quantity is the name of the game to ensure long-term success. By the time a potential claimant reaches one of our clients, we want to feel confident that he/she has a high likelihood of being the exact type of case our firm is aiming for.

What can too many unqualified prospects do to a law firm? It will lead to inefficiencies, wasted resources, missed opportunities, and frustration. If your attorneys, paralegals, and legal assistants are spending too much time on low-quality cases, profitability will become more and more elusive.

How do we optimize our campaigns to ensure that we avoid the pitfalls of many others in our industry? We utilize a quality assurance team that works to gauge the quality of leads and calls in near real-time. At times, we will utilize our own intake center to help qualify our prospects prior to reaching our clients.

Most importantly, we actively communicate with all of our clients to ensure that we know exactly how every campaign is performing in real time. We will scale our marketing channels that are working and scale back the channels that are underperforming. By focusing on performance, our campaigns improve over time as our relationships continue to grow.


Compliance is not an annoyance, it’s imperative.

We understand that compliance is extremely important in every industry - but it’s extremely important when marketing legal services. Attorneys have their licenses at risk - a fact we do not take lightly.

Ensuring that the attorneys know exactly what is being presented to the marketplace is a must to ensure that there is no confusion from the potential claimant’s perspective and to help law firms increase the likelihood of signing retainers and helping their clients get the compensation they deserve.

Marketing is as much art as it is science - we know how to capture people's attention. We drive calls and leads and create interest in our clients’ services. Unfortunately, many companies in our industry only focus on the marketing aspect, and look at compliance as a nuisance or a topic that is unnecessary to spend a lot of bandwidth on. While that may be a short-term win for the agency (high volume, high revenues, high margins), it’s almost a guarantee that it will result in unhappy clients and possibly much worse in the form of penalties and legal ramifications for both the law firm and the agency. Taking shortcuts when it comes to compliance is a terrible idea in all verticals - but it’s catastrophic when marketing legal practices.


Continuous Monitoring and Optimization.

Too many agencies celebrate the launch of a campaign and keep their fingers crossed that the performance will be there. A campaign launch is just the starting point for a long and sustained journey and partnership.

At Funk Zone, we require weekly check-ins with all clients in this space. We want to ensure that there are open lines of communication and ensure we understand what is working versus what needs improvement. While each campaign will have the support of the entire team, we make sure that there is one main project owner - one person responsible, in the end, for the success of the campaign. Over the years we have found that having more than one person “in charge” creates entirely too much confusion - and creates too many opportunities for things to fall through the cracks.

To fully optimize a campaign, a marketing agency needs to truly understand the numbers. Whether the KPI’s are “Cost per Qualified Lead”, “Cost Per Retainer”, or “Cost Per Serious Injury”, the marketing agency needs to understand what is important to the law firm to build around and optimize around that metric. Performance assessments must be conducted regularly - numbers need to be communicated to the law firms because, frankly, they may not be looking that closely at the numbers. The marketing agency must act as an extension of the law firm and make responsible decisions based on these agreed-upon KPI’s.

Data, in this context, should be your compass. At Funk Zone, data guides our decisions and empowers us to make informed choices that align with the evolving needs of our clients. Our collaborative approach ensures that we're not operating in a vacuum but are instead harnessing collective intelligence to drive results.

Just as the legal field adapts to new laws and precedents, your marketing strategy must adapt to changing consumer behaviors, industry trends, and technological advancements. Our continuous monitoring and optimization process not only helps our campaigns maintain relevance but also ensures that we can jump on new opportunities as they present themselves.


While there are many other lessons we have learned over time, by keeping some of the above in mind, you will accomplish what should be your single biggest goal in this space: allow your clients to focus on what they want to focus on - practicing law.

97 views

Recent Posts

See All

Comments

Rated 0 out of 5 stars.
No ratings yet

Commenting has been turned off.
bottom of page