FCMO Lead Generation Tips for Your Personal Injury Firm
Clients are the lifeblood of law firms, meaning these businesses go all out to secure new clients every year. To acquire new clients, law firms should master lead generation.
Fortunately, with the help of a fractional law firm CMO and their expertise in lead generation, personal injury law firms can expand their horizons and secure high-value clients with promising cases.
Continue reading this guide to learn more about personal injury firm lead generation with a fractional CMO.
Before we dive in, here’s Jason with more information on personal injury law firm marketing.
What Is a Fractional CMO?
A fractional CMO is a part-time marketing executive who aids growing/medium-sized businesses achieve their marketing goals. They’re in charge of providing a clear marketing direction as well as developing and executing different marketing campaigns.
These professionals have years of experience under their belt and specialize in multiple facets of marketing. Their marketing specialties include but are not limited to:
- Branding
- Lead generation
- Market research
- Competitor analysis
- Digital marketing platforms
- Data gathering and analysis
- Marketing compliance
What Is the Difference Between a CMO and a Fractional CMO?
The main difference between a CMO and a fractional CMO is that the latter is only hired part-time or per project. In other words, you're only paying for a fraction of their time.
The hourly rate of a fractional CMO varies depending on who you hire. It can range from around five to 20 hours per week to as much as 50 to 60 hours per month. Rates start at around $200 an hour, with $400 being the higher end.
Fractional CMOs are also more cost-effective. Unlike CMOs, who are full-time employees, FCMOs don’t receive full-time benefits, such as health insurance, monthly salaries, or annual bonuses. This allows companies to save costs and invest more in marketing or other core competencies.
Personal Injury Firm Lead Generation With a Fractional CMO: What To Know
Lead generation for personal injury law firms is an ongoing process that involves finding individuals who need personal injury legal services and are more likely to hire your firm. The legal lead generation process works best when marketers target high-potential clients based on their needs and challenges.
The goal of lead generation is to attract and convert potential clients (leads) who need assistance with a personal injury question.
There are many different types of personal injury leads, depending on the case of each client. These include:
- Auto accident leads
- Motorcycle accident leads
- Slip and fall leads
- Product or premises liability leads
Lead generation can be done through traditional and digital means. While traditional methods like TV commercials and billboards are still viable, their reach is frequently limited to those watching (often cable) TV or driving.
Meanwhile, digital lead generation through social media, SEO, and pay-per-click advertising allows you to tap into audiences everywhere in your local area (and beyond), increasing the number of potential leads and new cases.
5 Lead Generation Tips for Your Personal Injury Firm
Looking to bring in new clients to your PI firm? Follow these tips to succeed in personal injury firm lead generation with a fractional CMO.
1. Know Your Audience: Define the Ideal Client
Every client (from legal to eCommerce) has different needs and preferences, and the best way to succeed with your clients is to get to know them. This is where a fractional CMO can help you define your target market and build your ideal client persona.
Use lead segmentation to group your audiences based on certain characteristics. Doing so allows you to get to know your ideal client and gives insights into what they specifically need.
This can be according to the following data:
- Demographics (Age, gender, occupation, income level, etc.)
- Psychographic data (Lifestyle choices, values, etc.)
- Behavioral data
- Geographic data
- Current legal needs
2. Improve Your Website Design
Your law firm’s website is the first point of contact for your clients. The better your site is, the more likely a client will trust your firm and choose your services.
One way to improve your website design is to conduct regular maintenance. Tools like Google Analytics allow you to track website metrics and find areas for improvement.
A few metrics to keep track of include:
- Core web vitals (CWVs): The main core web vitals are:
- Largest Contentful Paint (LCP): How long it takes for the first image on a page to appear
- First Input Delay (FID): The time it takes the site to respond to someone’s first action
- Cumulative Layout Shift (CLS): The measurement of how much a page unexpectedly moves.
- Site speed: The time it takes for a webpage to load
- Conversion rate: Percent of people who complete a specific action like submitting a form
- Clickthrough rate: Percent of people who click on a search result, link, or ad versus people who just saw it (impressions)
- Bounce rate: People who leave a site after seeing only one page.
- Organic traffic: People who find a site from unpaid search engine results (Google searches not from paid ads or links from social posts)
Not only is website design crucial for users to have a positive experience, but it also boosts SEO performance. Effective SEO for personal injury lawyers leads to greater organic traffic and more leads generated.
Here’s Jason with helpful info on personal injury SEO:
3. Publish Content Regularly
Content is one of the best ways to generate leads for your website and showcase your credibility in the industry. Follow a regular content strategy to ensure consistency and engagement among your leads.
Valuable and user-centric content also increases SEO rankings for injury law firms. You can use a variety of content to introduce your business and showcase your authority, such as:
- Helpful blog articles
- Landing pages
- Videos
- Case studies
- Infographics
- Legal tips
- Client testimonials
Use a content calendar to guide your overall content strategy. In addition to maintaining organization and efficiency, this calendar lists all important details about your content strategy, from the date and time of publishing to status updates.
4. Use Lead Capture Forms
Lead capture forms are simple fill-out forms that gather a user’s basic information, such as their name, email address, and phone number. Aside from forms, live chat tools and chatbots are also convenient ways to gather information in real time and maintain engagement.
When using these tools, it’s important to be clear and concise about what you’re offering and ease the user into the next step. Don’t forget to include a compelling call to action as well.
Of course, it’s crucial to follow data-gathering compliance requirements and note that data protection laws vary by state and country.
5. Invest in Paid Ads
Paid ads give you a quick boost of traffic and visibility, ultimately generating more leads and spreading brand awareness. To maximize the effect of paid social ads, combine various SEO techniques for injury lawyers.
Geotargeted ads allow your law firm’s ads to be shown in specific areas. For example, if your firm is based in Chicago, you can target clients living in Chicago with specific legal needs. With a geofencing agency, you can focus on smaller groups with distinct legal needs and increase the chances of conversion.
Retargeting ads are just as effective. These ads re-engage leads who have previously interacted with your brand but didn’t complete a call to action. Research states that customers are 70% more likely to convert if shown a retargeted ad, so this is your chance to recapture their interest and get them to convert.
Talk To an FCMO About Personal Injury Firm Lead Generation
Lead generation is a major step to achieving a steady stream of clients for your law firm. With an expert agency like Digital Authority Partners, you access personal injury firm lead generation with a fractional CMO and achieve client success.
You can rely on our team of fractional CMOs and digital-first CMO consultants to grow your business and grant you the leads you deserve.
Send us a quick message to get the ball rolling!
Sources:
Clickthrough rate (CTR): Definition | Google Ads Help
Retargeting Basics and How It Can Boost Conversions | Business.com
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