How Do Fractional CMO Services Improve Personal Injury Law Firm Growth?
From managing open cases to administrative aspects of the business, personal injury firms have a lot to juggle. As a result, the firm’s marketing department often has limited time and resources.
Enter the fractional law firm CMO — a true professional with the right tools and experience to execute results-driven marketing campaigns. These experts are key players in bringing clients and sustainable growth your way.
Learn more about different fractional CMO services for personal injury law firm growth with our handy guide here.
Before that, here's what Jason has to say about personal injury law firm marketing.
What Are Fractional CMO Services?
Fractional CMO services help businesses succeed in various facets, such as improving customer/user experience, increasing revenue, or enhancing online presence.
Fractional CMO services for personal injury law firm growth include but are not limited to:
- Brand management
- Market research
- Competitor analysis
- Lead generation
- Data gathering and analysis
- Marketing compliance
What Does a CMO Do in a Law Firm?
A fractional CMO has many duties that help law firms achieve marketing success. With so much competition in the legal industry, law firms need strong marketing initiatives to stay competitive. An FCMO for law firms helps lawyers promote their services on various digital platforms.
One way they achieve this is by highlighting the firm’s unique selling proposition and communicating this across multiple channels.
They also use a combination of multiple digital methods like:
- Social media marketing
- Email marketing
- Search engine optimization
- Content marketing
- Pay-per-click advertising (See our guide to personal injury law firm PPC strategy here.)
- Remarketing
Each of these methods works well on its own, but to harness its full potential, you can combine multiple methods. For example, an FCMO can use content marketing to promote your website and boost SEO rankings. Your website can also feature links to your law firm’s social media pages, encouraging people to follow you on social platforms.
6 Ways a Fractional CMO Drives Personal Injury Law Firm Growth
Personal injury law is a bit of an umbrella as you know — car accident law, birth injuries, slip and fall, premises liability, and more. Personal injury lawyers are called to be experts in many types of cases, just as FCMOs are experts in many personal injury marketing techniques.
Here are six ways fractional CMO services to expect for personal injury law firm growth:
1. Revamp Web Design
A law firm’s website is the first point of contact between client and business. It’s also the face of your company: It highlights what your business is all about.
A website that’s well-maintained, well-designed, and completely functional leads to greater user growth and engagement. An FCMO helps law firms design and develop a responsive website that represents the company well, thanks to simple, easy-to-navigate layouts and value-adding content.
They also prioritize UI/UX design, key elements to enhancing the customer’s journey. Part of this includes tracking important website metrics and finding areas for improvement.
Common website design metrics tested by FCMOs include:
- Core web vitals
- Loading speed
- Mobile responsiveness
- Conversion rates
- Click-through rates
2. Guide Audience Segmentation
Personal injury law firms cater to many different clients. One of the biggest assets of fractional CMOs is their ability to segment audiences based on specific characteristics. This process allows firms to create personalized campaigns that answer the unique needs and preferences of their clients.
Audience segmentation can be achieved using a CRM and automation software that gathers data on your clients. Your audience can be segmented into different groups according to this data:
- Demographic data (Age, gender, occupation, income level, etc.)
- Behavioral data (Time spent on the website, viewed pages, etc.)
- Psychographic data (Beliefs, lifestyle choices, values, etc.)
- Geographic data
- Legal history/previous experience with legal firms
3. Fine Tune Branding
With so many law firms competing in your area, your personal injury firm should build a brand in order to achieve growth and stand out. Fortunately, this is one area where an FCMO excels at.
They achieve this by conducting a comprehensive SWOT analysis on both your own firm and your competitors. This helps you identify both sides’ strengths, weaknesses, opportunities, and threats, which provide important insights into how to grow and outperform your competitors.
4. Improve Local Keyword Research
Local keyword research is one the most fundamental parts to increasing injury law firm SEO rankings. A fractional CMO helps companies master SEO and grow the user base on their website through proper local keyword research.
Keyword research involves targeting low-competition, high-volume keywords that align with your user’s search intent.
Legal client search intent could include:
- Informational: Learning new information
- Navigational: Finding a specific page or website
- Commercial: Browsing services before purchasing
- Transactional: Looking to sign with a firm
It’s also crucial to target long-tail keywords to narrow down your search terms further. Targeting these keywords (essential local SEO services) increases the chances of your law firm dominating the search engine in your local area.
For example, if your main keyword is “personal injury,” a long-tail keyword may look something like this:
- personal injury firm near me
- personal injury firm in (location)
- affordable personal injury lawyer near me
- best personal injury firm services
5. Guide Content Creation
Another important component of personal injury lawyer SEO is content creation. A fractional CMO helps law firms create a content strategy that aligns with their clients’ needs and improves SEO rankings.
Law firms can create a wide variety of content, such as:
- Blog articles
- Newsletters
- Landing pages
- Case studies
- Videos
Example of Content Strategies: The Pillar and Spoke Method
Another way an FCMO guides content marketing for personal injury law firms is by picking which content strategy is ideal for each particular firm.
One example of content strategy is: the pillar and spoke method. A pillar page is a singular page that covers a broad topic. The spokes consist of subtopics that point back to the pillar page.
The pillar and spoke method allows content to be cohesive and interconnected. It’s a method that’s also supported by the combination of smart internal linking and SEO best practices.
6. Create a Content Calendar
A fractional CMO also creates a content calendar that outlines the firm’s content strategy. The more consistent your content strategy is, the more users will benefit your content, increasing growth and engagement.
Your calendar contains important information that guides your content strategy, such as:
- Date and time to publish content
- Type of content publish
- Content status updates
- Future content ideas
A content calendar is an important stop on the way to successful lead generation for law firms. With a structured approach to content creation and marketing (planning and scheduling posts in advance), a firm establishes an online presence, helping build brand awareness with potential clients.
The strategy behind a well-curated personal injury content calendar means your writers can address relevant legal topics, answer common questions, and share client success stories. All of this combined (plus proper technical SEO work) encourages local residents and Google to trust your site.
Get the Most of Fractional CMO Services for Personal Injury Law Firm Growth
These fractional CMO services for personal injury law firm growth are your ticket to achieving greater success with clients. To get the ball rolling, consult Digital Authority Partners.
We connect you with some of the best fractional CMOs and digital-first CMO consultants to grow your business. We are committed to providing excellent service and propelling your business forward.
Send us a message to get started!
Sources:
4 Tips for Making Your Remarketing Campaign a Success | Business News Daily
Understanding Core Web Vitals and Google search results | Google Search Central
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