How an FCMO Uses Social Media to Find Personal Injury Clients
Social media connects us with millions worldwide, which all businesses take advantage of. If you’re a personal injury firm looking to build your social media presence, it’s time to work with a fractional law firm CMO.
Fractional CMOs help law firms make the most of every social media post, comment, and tracking metric. With their social media expertise, a steady stream of clients could be just outside your door.
Follow this guide to learn more about working with a fractional CMO for personal injury lawsuit marketing and how they can propel your social media strategies forward.
Before we dive in, here’s Jason with more information on personal injury law firm marketing.
When To Work With a Fractional CMO for Personal Injury Lawsuit Marketing
A fractional CMO is ideal when you lack the budget or resources for large-scale marketing campaigns. These fractional marketing experts help growing companies (like law firms) analyze their financial situation and allocate resources to high-value channels, preventing large wastages and making the most of a company’s current budget.
Another sign to hire a fractional CMO is when law firms lack marketing leadership. FCMOs are top-tier marketing leaders who can guide teams, provide clear strategic direction, and build up brand positioning.
Why Social Media Matters for Personal Injury Law Firms
Social media is one of the most utilized marketing tools in any industry. Its ease of use, accessibility, and wide reach of millions of daily active users make it a powerful tool for reaching broad audiences and securing potential new leads.
Social media is also a good way to build trust and engage with clients. Personal injury lawyers and clients can interact and discuss legal questions or concerns more conveniently and informally.
One of the best ways to gain new clients is through a strong content strategy. Law firms combine social media with SEO techniques for injury lawyers to post and share content regularly with their audience and provide them with valuable knowledge.
Even better: Creating an account on social media is free. It doesn’t cost anything to post, but you can always complement this with paid ads. Pay-per-click ads (PPC) may require additional investment, but they also lead to a greater ROI and increase website traffic. A fractional CMO for personal injury lawsuit marketing will know know to best combine these two essential strategies.
3 Tips for Social Media Personal Injury Lawsuit Marketing
Social media may look easy on the outside, but it requires careful planning and analysis. Keep these three tips in mind when executing your social media strategy.
1. Focus on Branding
One of the best ways to beat the competition is to create a strong brand identity. Fractional CMOs for personal injury lawsuit marketing are also branding experts who help develop clear mission and vision statements.
These convey your brand’s message, core values, and goals to the audience. This is also coupled with a distinct visual identity (logos, colors, typography, etc.). It’s crucial to ensure all these elements are consistent across all social media platforms to maintain professionalism and credibility.
2. Track Social Media Metrics
Social media marketing isn’t just about posting and waiting for likes: It’s a whole process that requires a clear strategic direction to succeed.
FCMOs accomplish this by helping law firms develop a concrete social media plan and setting goals and KPIs. They also track relevant metrics using social media analytics tools, which help objectively measure the performance of a campaign.
Some metrics to track include:
- Conversion rate
- Click-through rate (CTR)
- Engagement rate
- Number of impressions
- Number of likes, shares, reposts
3. Identify Target Audience
Every social media platform has a different audience. Understanding the unique needs and nuances of your audience is key to gaining their trust and securing new clients.
For personal injury firms, your target audience may include accident victims, families of those victims, or anyone seeking legal advice in personal injury. In this case, social media analytics tools and CRM software identify audiences based on these demographics: Make good use of them!
Demographics include:
- Age
- Gender
- Occupation
- Location
- Previous interactions
- Behaviors
The more you know your audiences, the easier it’ll be to personalize marketing campaigns and messages and convert them into potential clients.
Speaking of personalizing campaigns and messages, here's Jason with tips about working with a law firm marketing agency:
Platforms for Social Media Personal Injury Firms Marketing
Every social media platform has unique features and can be used for different purposes. They also have a specific audience that requires you to tailor your campaigns accordingly.
Let’s look at popular social media platforms and how to use them for your personal injury marketing campaign.
Facebook is one of the pioneers of social media and has one of the largest user bases in the world. Facebook’s wide reach makes it the best platform for personal injury firms to reach general audiences with a broad range of legal needs and preferences.
Facebook is a good spot to share content that promotes your personal injury firm. These can be used to educate and inform broad audiences about personal injury law and spread awareness of your brand.
These content types include:
- Blog articles
- Case studies
- Short-form videos (Instructional, informative, attorney bios, and more.)
- Client testimonials
- Legal tips
Law firms can use Instagram to build their brand identity through visual storytelling. Instagram helps PI firms stand out and communicate their value propositions to the audience.
Infographics, pubmats (publication materials), and success stories are good content types to promote your injury firm. These visually appealing images allow your brand to share success stories and anecdotes that help build trust among your clients.
LinkedIn is perhaps the most popular platform for B2B marketing and connecting with fellow professionals in your industry. On LinkedIn, lawyers can share their expertise and experience in their practice to ramp up their credibility within the community.
LinkedIn is also a great way for fellow lawyers to share legal information and insights that could help potential clients. This can be done through personal anecdotes, success stories, case studies, or industry news.
Legal Considerations of Posting on Social Media
Fractional CMOs for personal injury lawsuit marketing also maintain marketing compliance. Our legal fractional CMOs help firms abide by the Model Rules of Professional Conduct set by the American Bar Association. These rules outline what kind of conduct is appropriate on social media.
Let’s look at these two rules as examples:
- Rule 1.6 emphasizes the importance of confidentiality of private information. This act prohibits any disclosure of client or case information, whether on social media or otherwise, without the client’s consent.
- Rule 7.1 prohibits lawyers and law firms from spreading false or misleading information about their services. This is information that omits certain facts or misrepresents a fact of law.
These rules encourage honesty and transparency among law firms and protect clients from untrustworthy information or unethical practices. It ensures that lawyers are also conducting ethical legal practices and building trust among clients.
Talk With a Fractional CMO for Personal Injury Lawsuit Marketing
When utilized correctly, social media could lead you to a whole new string of clients looking for personal injury lawyers.
Digital Authority Partners is an award-winning marketing agency with years of marketing experience. From content marketing for personal injury law firms to social media strategy, our team strives to help you execute the perfect campaign to attract more followers and clients.
Send us a message today to get started or learn more about what a fractional CMO for personal injury lawsuit marketing can do for you!
Sources:
Why Mission And Value Statements Matter | Forbes Magazine
Business-to-Business Advertising: What it is, How it Works | Investopedia
Model Rules of Professional Conduct | American Bar Association
Typography Trends and Opportunities in Graphic Design and Typography | Park University
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