What is a Fractional Marketing Director?

A fractional marketing director is a part-time or contract-based marketing leadership position. They offer guidance and expertise without the commitment of a full-time executive. Not all businesses need expert marketing help all the time, or can afford it, thus the FMD model is excellent for them. An FMD can focus on some specific projects for your business with defined end dates, or they can be a consistent resource who helps develop and execute your marketing strategy on an ongoing basis. Read our expanded blog on this topic here.

What are the Benefits of Hiring a Fractional Marketing Director?

The main benefit is flexibility. Not all businesses have the budget to have a dedicated marketing resource all the time. Additionally, some businesses are scaling up and don’t have the size to warrant a permanent headcount in marketing at the time. A fractional marketing director can be brought on when you need marketing help and then terminated when the job is done.

Additionally, the cost of an FMD is much lower than hiring a full-time marketing person, especially when you consider the experience and expertise that you get from the role versus what a comparable full-time employee would cost at the same business expense. For example, if you hire a marketing manager for $60,000 plus your taxes, benefits, and fees on that of around $35,000 you’re in for $95,000 for that employee.

This is a salary that will attract a junior marketer, who may not have the skills you need, and you will have to develop. However, suppose you take the $60,000 and hire a fractional marketing director. In that case, you are getting an experienced marketer with the skills and knowledge you need to push your business forward, and you’re only paying them for the work you need. It is a much better deal for the business.

Finally, with an FMD you can go out and look for specific skills. Is your challenges around website conversions, search engine optimization, and online presence? Then source a fractional marketing director with those skills. If it is a branding and design challenge, get an FMD who has more creative direction and branding experience. You can go out and get the exact skills that your business needs.

How is a Fractional Marketing Director Differ from a Consultant?

A fractional marketing director offers a more involved approach compared to a consultant. They not only provide guidance, advice, and reports outlining the recommended actions and next steps, but also actively diagnose problems and suggest processes to achieve your goals. Moreover, a fractional marketing director takes a hands-on role in strategic planning and executing the marketing strategy.

What Types of Companies Benefit Most from a Fractional Marketing Director?

There are many types of companies who benefit from the expertise of an FMD. However, the types of companies that benefit the most are as follows:

• Startups and Emerging Businesses: These companies often need strategic marketing guidance but may not have the resources for a full-time executive. A fractional marketing director provides expertise to help them establish their brand and market presence effectively.
• Small and Medium-sized Enterprises (SMEs): SMEs seeking to scale or expand into new markets can leverage the experience of a fractional marketing director to refine their marketing strategies without the overhead of a full-time position.
• Organizations Undergoing Transition: Companies going through changes such as rebranding, market pivoting, or leadership shifts can benefit from the temporary guidance of an FMD to navigate these transitions smoothly.
• Companies with Limited Marketing Budgets: For businesses that need high-level marketing expertise but have limited budgets, a fractional marketing director offers a cost-effective solution to access top-tier marketing strategies and insights.
• Businesses Seeking Specialized Knowledge: Companies needing specialized marketing knowledge (like digital marketing, international marketing, or niche markets) can benefit from an FMD who brings specific expertise that might not be available in-house.
• Firms with Temporary Strategic Needs: Companies that have temporary strategic projects or campaigns can benefit from the short-term engagement of an FMD to lead these initiatives.

What is the Typical Engagement Model for a Fractional Marketing Director?

The most typical engagement models that I have experience with are as follows:

• Part-time basis: the FMD will work on a part-time basis dedicating a set number of hours per week or month to the business. This arrangement allows for flexibility and cost savings when compared to a full-time position.
• Contract Length: Engagements can range from short-term (a few months) to long-term (over a year) depending on the goals and the scope of the work.
• Project-Based Work: Some fractional marketing directors can be hired to complete a specific project, such as oversee a website design or a rebranding. When the work is complete, the contract ends.
• Retainer Model: Businesses might retrain a FMD for ongoing advisory services, paying a regular fee for continuous access to their expertise.
• Hybrid Approach: Combining regular part-time work with project-based tasks to address both ongoing and specific marketing needs.

What Should I look for When Hiring a Fractional Marketing Director?

Selecting the right FMD involves focusing on key qualities beyond just direct experience or case studies. Look for someone with a strong foundation in marketing principles and a clear understanding of strategic planning. Adaptability and strategic thinking are essential, as they will need to navigate various business environments and marketing challenges effectively.

Communication skills and the ability to collaborate with existing teams are crucial. Your ideal candidate should demonstrate knowledge of current marketing trends, especially in digital marketing, and possess a results-oriented mindset. Finally, ensure that their working style and values align with your company culture for a harmonious working relationship. This approach will help you find a fractional marketing director who can bring fresh perspectives and drive your marketing efforts forward effectively.

Can a Fractional Marketing Director Help with Digital Marketing?

An FMD can be a pivotal asset in enhancing your digital marketing efforts. With their expertise, they bring a wealth of knowledge in online marketing strategies, social media management, SEO, and content marketing. They are adept at analyzing digital trends and can tailor strategies to your business’s unique needs. Importantly, a fractional marketing director integrates these digital tactics with your overall marketing plan, ensuring a cohesive and comprehensive approach. By leveraging their skills, you can expect not only an increase in your digital presence but also a more efficient and effective alignment of your online activities with your broader business goals.

How Does a Fractional Marketing Director Work With Existing Teams?

Integrating an FMD into existing teams hinges on collaboration and understanding. They begin by grasping the unique dynamics of your team, and encouraging open communication to align everyone with the marketing goals. Their role extends beyond just leadership; it creates synergy across different departments, ensuring that marketing efforts complement other business activities. As mentors, they share valuable insights, elevating the team’s overall skill set. This integration is about adding expertise and fostering a unified, informed, and motivated team geared towards shared marketing objectives.

Looking for a Fractional Marketing Director?

At Rock Bound Marketing, we excel as a fractional marketing director, bringing a rich tapestry of expertise in Google Ads, SEO, conversion rate optimization, digital strategy, media planning, and overarching strategic planning. Our approach is tailored to meet your unique business needs, ensuring that every aspect of your online presence is fine-tuned for maximum impact. By partnering with us, you gain access to a breadth of marketing expertise, all while enjoying the flexibility and cost-effectiveness of a fractional engagement. Let Rock Bound Marketing be the catalyst for your business’s growth and online success. Contact us today.

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What Is a Landing Page Audit?

A landing page audit is the process of examining every page that you are sending traffic to and exploring its performance. You will look at Google Analytics, Google Ads, and some other software I will mention and determine the performance of these sites. For a personal injury law, you likely have a dozen crucial pages attracting significant enough traffic to warrant an audit. The pages that you should look at with a critical eye are likely:

• Homepage
• Contact Page
• Car Accident Page
• Class Action Page
• Spinal Cord Injury Page
• Traumatic Brain Injury Page
• Lawyer Bio Page Template
• Wrongful Death Page
• Fees Page
• Motorcycle Accident Page
• About Us Page
• Awards/Results Page
• Any landing page made specifically for paid marketing campaigns.

What Does This Process Look Like?

The process of a landing page audit can vary from vendor to vendor. However, this is what the process commonly looks like:

1. Vendor selection – Your existing agency or internal marketing team is likely too biased to audit your landing pages. You need a fresh set of eyes who can make recommendations, knowing they may upset someone. Thus, you want to hire an outside party who can dig in and assess your landing page performance and recommendations.
2. Goal Assessment – Your vendor will first start by confirming what the goals for the audit, your landing pages, and your organization are. This will ensure they know what they are looking for and optimizing for.
3. Software installation – You likely already use some software, Google Analytics, Google Ads, Google Search Console, Google Lighthouse and some SEO tools. However, you’ll also want some visitor recording software like HotJar to capture your users’ actions on the landing pages.
4. Technical Evaluation – Using these tools, the landing page auditor will check the page layout, page speed, navigation, and mobile responsiveness, and determine if the page is well made and technically in a position to perform.
5. Content Review – The auditor will read the page, and likely put it through some assessment tools like a reading level tool to ensure the content is meaningful, helpful, and high-quality.
6. SEO Performance – SEO performance isn’t really the main goal of a landing page audit, however, it is worth considering any changes you may make if the page is ranking well for something. This is important for personal injury law because your page rankings are hard won and shouldn’t be squandered.
7. Conversion Element Examination – Do the landing pages have conversion elements, are they in areas that will drive conversion, are there conversion elements missing?
8. Analyze the data – With the previous steps done, it’s important to look at the hard data. What are the conversion rates of each page, what is the user flow like,and what are the recordings showing? The auditors will look at the evaluations they did, and cross-referencee it with actual user behaviour and traffic analytics to determine any other insights.
9. A/B Testing Recommendations – The landing page audit team will then propose different A/B tests for under-performing pages to determine if the performance can be improved. They’ll suggest things like new titles, headlines, form elements, content blogs, and other conversion elements to increase page performance.
10. Report and Action Plan – The audit team will then compile the findings and recommendations into a report you can action on. Which tests won, what pages should be changed permanently, and what other elements you can change to enhance the landing pages of your personal injury law website.

This entire process should take 3-6 months from start to finish. Langing page audits are a big undertaking, but the insights and enhancements to your website are worthwhile.

This Sounds A Lot Like Conversion Rate Optimization

It is very similar to conversion rate optimization. The main difference with landing page audits are that they are contained within a program and eventually end. Conversion rate optimization is like a never-ending landing page audit. For large personal injury law firms, conversion rate optimization is a great process to add to your marketing mix. For smaller personal injury law firms, doing a landing page audit every 18 months or so is an excellent way to maintain a great web presence.

Why Should A Personal Injury Law Firm Do A Landing Page Audit?

This is an important question. Landing page audits are more commonly seen in e-commerce businesses and on media websites that have ad placements and where increasing time on site can have a meaningful impact on revenue. This might sound like overkill for personal injury law firms, where your page might have 20 pages and 50 blog posts.

However, while personal injury law is a business that happens in a traditional in-person fashion, most of your leads and business is generated through your website. It is highly unlikely that a new client will visit you without having seen your website. You need to ensure your website is performing at the highest level possible or you will lose ground to competitors with better designed and managed websites.

Additionally, if you are spending money driving traffic to your website through TV, Radio, Google Ads, and social media but spending minimal to no money maintaining your website, is that logical? Personal injury law firms spend a lot of money building brand awareness and driving traffic, but their websites are not utilizing this traffic efficiently.

Your personal injury law firm website needs a landing page audit because you need to understand your web presence and how well it is converting traffic. Personal injury lawyers neglect their websites and view them as expenses versus investments. By doing a landing page audit, you’re investing in your website and there is no single marketing tactic you can do that will have a greater impact on your personal injury law firm than a landing page audit.

About Rock Bound Marketing

Rock Bound Marketing is a marketing consultancy designed for personal injury lawyers. Rock Bound Marketing understands the personal injury law business and can help you maximize your client count and optimize your digital strategy. If you are interested in starting a landing page audit today, contact Rock Bound Marketing.

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Should Law Students be Writing SEO Content For Personal Injury Lawyers?

Law students are doing their articles with your law firm to put their academic learnings into practice and get exposure to practicing law. Participating in your content marketing strategy and is not directly why they are with your law firm. Thus, there is some discussion around whether your law students, articling students, and junior lawyers should be doing a lot of work on SEO.

I think that specifically for personal injury lawyers new in their career, having exposure to marketing strategy and marketing tactics is important for their development as complete lawyers. It is important for them to understand how to best market themselves, and the law firm they work with. I think as injury law continues to evolve as a practice area having an understanding of marketing and advertising is an invaluable skill. The nice thing about SEO for personal injury lawyers is that it gives exposure to the articling student to so much of the consumer behaviour of potential customers.

When a law student works on SEO for personal injury law specifically, they get to see what types of content resonates with victims, and how to best present complex legal matters. There are lots of great takeaways for any lawyer to be involved with their content marketing and SEO.

Best Practices When Using Law Students In Your SEO Strategy

In my experience, most Managing Partners love the idea of law students contributing to search engine optimization projects. However, there are some key considerations to consider before having them contribute to your SEO program for your injury law firm. Here are some things to consider:

• Manage Expectations: Your law students and junior lawyers are injury lawyers, they are not SEO experts. You cannot expect them to develop content and have it rank at the same scale as an SEO expert. For difficult keywords and competitive keywords, they may not be able to write for that at all. Manage expectations and be realistic for what the results of law students writing for your website should be.
• Junior Lawyers are Not Content Writers: It isn’t reasonable to expect a law student to be able to produce as much content as your marketing department or freelance content writer. So be mindful for how much content you are asking them to produce. A good start is two posts per month.
• Tell Them What Topics to Write: Content selection and research are some of the hardest parts about SEO for personal injury lawyers. Ensure you take this burden off their plate. Give them a list of topics that will benefit your SEO strategy and let them pick one.
• Ensure You Prioritize The Right Work: SEO content production should be the last thing on their priority list. Ensure they are doing their legal work and law society obligations first before adding more deadlines to their workload. SEO writing should be a welcome break from other legal work, not an activity that adds stress.

Basics of SEO for Personal Injury Lawyers

Of course, most articling students or junior lawyers will not have the first idea about SEO for personal injury lawyers. They have never thought about search engine optimization, and won’t know how to write for search engines. Here are some basics to get them started:

1. Choose the keyword you want to rank for, for this example we’ll write for the keyword “Car Accident Lawyer Canada”.
2. Include the focus keyword in your blog or page title.
3. Ensure this keyword is featured in one of the first three sentences of your written content or first 10% of the content.
4. Try to utilize headings as often as possible, and ensure the keyword is in at least one of the headings
5. Try for the content to be at least 600 words, but shoot for 800.
6. Try to include the keyword in the body of the content 1%-1.5% (this metric is called keyword density) thus, for your “car accident lawyer Canada” blog of 600 words, the word car accident lawyer Canada should appear 6 times. However, be careful not to stuff the word into the blog too much. More than 2.5% and it may hurt your rankings.
7. Try to think about other pages on your site that you can link to that will add value
8. Include 1 link to a different website that will add value to your content
9. You should have an experienced SEO expert optimizing your url, meta descriptions, and focus images, so don’t expect your articling students and junior lawyers to do this.

If your articling students or junior lawyers are able to follow those guidelines you will have a successful internal SEO for personal injury lawyers program. The content they write, assuming your webpage has reasonable page speed, decent backlinks, and other factors, you should start ranking for more keywords and higher for other keywords.

Get Your Search Engine Optimization Strategy On Track

SEO for personal injury lawyers cannot be ignored. When individuals are injured they turn to search engines to understand what to do. You need to be present in these searches to win these files. The search engine results pages for injury lawyers are incredibly competitive. While I advocate for having internal members of your injury law firm actively involved in your SEO execution, you still need knowledgeable SEO management to drive results. Rock Bound Marketing has been guiding SEO strategies for injury lawyers since its inception. If you are struggling with your organic search performance, and want to get on track, contact us today.

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Class Action Marketing Basics Number 1: The Investigation Page

The first thing you should do when considering a class action is to put a page on your website that states that you are investigating the class action. For Canadian injury lawyers, many of the class action ideas are tested in the States. Thus, you can build a page on your website that is optimized for SEO that has a title like “brand name class action Canada”. This will allow your law firm to rank on Google for Canadians searching to see if that certified class action in the United States is active in Canada.

This page is different from the class action service page you likely have on your website. Your existing class action service page should link to this new class action investigation page. Your class action service page should be designed in a way that it receives class action inquiries and helps showcase your expertise as a class action lawyer.

This page should be relatively short and to the point; it can summarize the nature of the class action, who is likely impacted, and have a form they can fill out that will allow them to capture their email. The page should highlight your class action experience and recent success you’ve had. Many injury law firms post a class action announcement on social media, leading them to their firm’s general contact page or class action page. However, that page does nothing to rank for the specific class action on Google.

The person likely to sign up to be part of the class action is going to search for the specific brand or business the class action is against and then the words “class action canada” or “law suit canada” and you need a page that can rank for those terms.

Once you file, update the page that a class action has been filed, and use this page as the hub to update the process.

Class Action Marketing Basics Number 2: Paid Search

While waiting for your page to rank organically, you can add the relevant keywords to your existing class action lawsuit Google Ads campaign. If you aren’t an always-on Google Advertiser (and if not, why not?), you should build out a Google Ads campaign for your new class action. You will have to consider how large the geographic area for the potential class members will be. If it is just in your region, then target that.

However, many class actions are national in nature, and thus you could put your search campaign nationwide. Nevertheless, once you’ve decided to launch a class action and search for a representative plaintiff or expand your class action group you should be active on paid search to ensure you find relevant victims.

Class Action Marketing Basics Number 3: Social Media

Once your investigation page is live on your website, share it through your social channels. A basic post that states the class action and who is eligible and encourage people to tag or share people who might be interested. Additionally, boost this post to the relevant demographics for the class action. For the post, include relevant hashtags, ensure the post looks trustworthy, and ensure you tell people that you will only be accepting inquiries to your website. There are many social media scams and class action posts can be targets for scammers, so ensure you discuss the approved channels to talk with you on.

Class Action Marketing Basics Number 4: Don’t Buy The URL

Do not buy a promotional URL first or early on. A vast network of domain squatters will try and sell you branded domains around class action lawsuits and generally don’t buy them. The money you need to spend to establish them as a brand will cost more than it is worth. Plus, there’s good SEO value to having the class action information on your website, and build links and domain authority through that. Additionally, once a settlement is reached, you can then decide what to do with the url if you want a custom one. However, do not buy an expensive custom domain until the case is certified, and you have an idea of size.

Class Action Marketing Basics Number 5: Hire a Media Planner to Buy the Class Action Ads

The amount of money the claims administration firms charge to run the awareness ads as part of the settlement terms is not consistent with how much it actually costs to do that work. Claims administration firms have a hard job, and a unique skill that is worth the money they charge. However, that skill is not in media buying or planning.

The cost of the mandatory ads you must run should be between 20-30% of the ad spend, not equal to the ad spend. There is some huge savings to be had in hiring a media planner and having that spend be part of your firm’s general ad spend versus letting an external group handle that and charge you exceptional fees. Rock Bound Marketing has run class action classified ads across Canada and can help you with your media plan today. Don’t pay more than you have to.

Class Action Marketing Basics Number 6: Keep The Emails

For anyone who signs up for a class action lawsuit, you are investigating or successfully launched, keep the emails for future marketing. For consumer-based class actions, these clients are likely to be in a future class action or able to share with their network when you launch the following class action. When you verify them and put them in a class action, segment them into a list for future use, eventually you’ll build up a list of thousands of emails that make launching your next class action easy.

Depending on the scale of your class action practice, you could automate this activity in HubSpot using their platform. If you would like help automating your list creation and landing pages using HubSpot contact Rock Bound Marketing today.

Class Action Marketing Basics Number 7: Hire Experts

Class action marketing is competitive and a skill different from regular marketing. Your regular agency is likely good at planned, routine marketing projects for your firm. However, the speed and unpredictable timeline for class action marketing projects makes your agency a poor partner for class action marketing. You need somebody who will drop everything, run the project today, and have things live and move in a day. Thus, hire an expert class action marketing firm. Rock Bound Marketing has experience executing class action marketing projects from start to finish. Additionally, their costs will be higher than what a focused class action marketing firm can provide.

Class Action Marketing Basics Number 8: Write a Press Release

It is incredible how many Canadian injury law firms neglect to write press releases announcing they have started a class action. The media can be a great source of awareness for your class action lawsuit. Write a quick press release summarizing what it is that you are launching, why you are launching it, and that you are available for an interview. If you are in a market with local media, you should get some coverage and at minimum, traffic to your website.

Class Action Marketing With Rock Bound Marketing

Are you a law firm that routinely does class action lawsuits? Do you have trouble getting them off the ground or quickly finding representative plaintiffs? We should talk. I founded Rock Bound Marketing as a marketing agency for injury law firms. I have experience running class action marketing plans and can help your law firm efficiently market its class action lawsuits on demand. Contact Rock Bound Marketing Today!

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Common AI Tools For Injury Lawyers

If you aren’t using any AI tools currently, that’s ok. Here are some common ones that you can use for free or a small fee to test:

• ChatGPT – This is the fastest growing AI tool in the world, they offer a free version of their ChatGPT 3.5 product and a paid version of Chat GPT 4
• Bing Chat – You may already have this activated on your Windows computer or have seen it when you go to Bing on a Microsoft Edge browser.
• Google Bard – Google Bard is in Beta but you can sign up for it and use it. Google also has Bard features in the Google Workspace tools.
• There are many more tools out there, and some specific to lawyers such as: Spellbook, SiftMed, and EvenUp.

General Tips For Using Prompt Based AI

Chat prompt based AI tools are excellent and relatively easy to use. Think of them like a back and forth chat with an old friend. Be descriptive and explain the scenario you are in, and what you want to do. For example, here is a prompt that I can use to help write an email to a client that is missing medical appointments:

This prompt created the following response from Chat GPT 4, I also asked it to code the email in HTML so that it presents on the blog better:

As you can see, it took a descriptive prompt and in one reply crafted an email you can now edit, or even send directly. I will now go through the general tips to craft excellent prompts you can use.

Making Awesome AI Prompts For Injury Lawyers

To make great prompts that will deliver outputs that are useful to you consider the following:

• Be Specific – You will notice in my sample prompt. I said I was an injury lawyer, and the issue with the client, and exactly what I was looking for. Most tools can handle large blocks of text, so include as much information as possible.
• Start Broad then Narrow Down – While starting specific is great for defined tasks, sometimes you need to start broader and then narrow down the prompt. For example, start with a broad question like and then based on the response ask a more detailed question.
• Use Examples – If you have something completed already that you need changed, then include that as an example. You can also use examples like, “imagine a client has a personal injury law consultation coming up in 30 minutes, what are some questions they’d likely ask”. This prompt could help you prepare for your consultation.
• Summarize Your Intent – If you want a list as the response, or a paragraph, or in the case of my sample prompt an email, say that. For example, “I am looking for a short email to wish my staff a Happy Thanksgiving.”
• Iterative Approach – I eluded to this previously with the start broad and narrow down approach. However, you can also iterate on each prompt and and ask follow-up questions. Often, you’ll be made aware of a situation that you didn’t consider and need to iterate your prompt to get the best response.
• Set Boundaries – This is key for injury law queries. For example, if you want to discuss injuries but not workplace injuries, tell the AI tool to not mention or include any discussion of workplace injuries.
• Stay Informed – Make sure that you are following your regions best practices with respect to data privacy, data location, and using AI in general.
• Be Careful – Many AI tools are still plagued with “hallucinations” where they make up things that they don’t know or they apply their models improperly. Do your own research if something seems a little off or out of date.

Sample AI Prompts for Injury Lawyers to get Started

Here are some sample prompts that you can try in Chat GPT or other tools to get started:

Sample AI Prompts for Personal Injury Lawyers

If you’re an injury lawyer looking to tap into the capabilities of generative AI tools, here are some sample prompts you might find useful:

1. Basic Information:

• “Provide an overview of the personal injury claim process.”
• “Explain the difference between general damages and special damages.”

2. Hypothetical Scenarios:

• “A client was injured when a shelf at a retail store fell on them. What steps should they take immediately following the incident?”
• “Describe the potential challenges in a slip and fall case where the accident happened at a friend’s house.”

3. Research and Updates:

• “Summarize the latest amendments to personal injury law in Canada.”
• “List recent landmark personal injury case verdicts in British Columbia.”

4. Drafting and Document Help:

• “Help draft an initial client interview questionnaire for a car accident injury case.”
• “Provide a template for a demand letter to an insurance company for a slip and fall injury.”

5. Strategies and Tips:

• “Share effective strategies for negotiating settlements with insurance companies.”
• “What are some best practices for communicating with clients during the duration of their personal injury case?”

6. Ethics and Professionalism:

• “Outline the ethical considerations when representing multiple clients from the same accident.”
• “Describe the professional responsibilities of an injury lawyer towards a client who might be exaggerating their injuries.”

7. Brainstorming and Creativity:

• “Suggest innovative ways to reach out to potential personal injury clients.”
• “Propose topics for a personal injury law blog aimed at educating the general public.”

8. Advanced Inquiries:

• “Analyze the pros and cons of accepting a settlement offer versus going to trial in a traumatic brain injury case.”
• “Discuss the implications of contributory negligence in a pedestrian-car accident.”

9. Practice Management:

• “Recommend software or tools for managing personal injury cases more efficiently.”
• “Provide tips for improving client satisfaction in a personal injury practice.”

10. Continuous Learning:

• “Share resources or courses for staying updated in the field of personal injury law.”

Get Started Today

In conclusion, generative AI tools can significantly assist injury lawyers in their day-to-day practice. These tools allow legal professionals to streamline their processes, enhance their productivity, and ultimately improve client outcomes. Hopefully, this blog post has provided valuable insights on getting started with AI tools in your practice. If you are looking for more help with your injury law firm’s marketing, or using AI more effectively, contact Rock Bound Marketing today.

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The Battle for Organic Traffic: Don’t Let Competitors Outshine You

Organic traffic, the stream of potential clients who find your law firm through unpaid search results, is a testament to your online authority and credibility. Unlike paid ads, which can be seen as intrusive or insincere, organic traffic is earned, making it a more trusted source of client acquisition. It’s an indicator that your content resonates, that your SEO strategies are effective, and that you’re a recognized voice in the personal injury sphere. However, there’s a lurking danger: competitors are also vying for these coveted spots on search engine results pages. Every position you don’t claim is a golden opportunity handed to them on a silver platter. If you aren’t proactive in growing and monitoring your organic traffic, you risk not only stagnation but also the perilous possibility of competitors overtaking you, capturing the trust and attention of clients who could’ve been yours.

Google’s Helpful Content Update

In the realm of personal injury law, clients often find themselves navigating unfamiliar terrain, filled with legal jargon and complex procedures. By offering content that educates, you provide a beacon of clarity in their challenging journey. Helpful content doesn’t just inform—it empowers. It transforms potential clients from unsure visitors to informed decision-makers. When a law firm consistently provides insightful content, it positions itself as a trusted authority in the field. This trust, once established, forms the foundation of a strong attorney-client relationship. Furthermore, an educated client is more likely to value your expertise, appreciate the intricacies of the legal process, and collaborate effectively, making the entire experience smoother for both parties. In a world awash with information, the true value lies in offering knowledge that enlightens and assists, setting your firm apart as a genuine ally in a client’s time of need.

Google’s recent updates to its search algorithms make helpful content even more critical. Google has rewarded pages that it deems to have helpful content with higher search engine results page rankings. Additionally, for pages that is deemed to have less relevant and helpful content to users it has punished those sites with lower rankings. Your original content marketing goals should have always been around providing helpful and insightful content, but now there’s even more at stake. Look at your organic traffic last year at this time, and this year, has it decreased? If so, ask whoever is responsible for that in your organization why. If you would prefer, Rock Bound Marketing can do an SEO audit to help you understand your strengths and weaknesses from an SEO perspective.

Other Benefits of Content Marketing for Personal Injury Lawyers

Aside from the valuable organic traffic that content marketing provides, there are some other benefits to maintaining a content marketing strategy. Such as:

• Better Leads – When you answer basic questions, and help people understand injury law, you get a more qualified lead. Additionally, if you don’t take certain cases like slip and falls, and you say that in your content, those people self-qualify themselves as not a customer of yours.
• Build Trust – An injury lawyer who clearly explains relevant aspects of injury law becomes more trustworthy than an injury lawyer with a basic website with product pages on it. It communicates expertise and confidence to put the information out consistently.
• More Leads – If your organic traffic increases, and your webpage quality is increasing, you should attract not only better leads, but more leads. Customers want to contact an injury lawyer they can trust and have confidence is. Content marketing is a great way to do that.
• Social Media Content – Content marketing isn’t just about your website, it spreads to all of your other channels. It gives you more things to talk about on social media, in email newsletters, and on posters in your office. It raises the quality of those channels as well.
• Sustainable Competitive Advantage – Strong organic rankings are sustainable and long lasting. Where Google Ads or other performance marketing can be boiled down to budget, SEO is sustainable. If you rank highly today, it’ll be hard for a competitor to knock you off tomorrow. You can keep building your lead and enhancing your digital competitive advantage.

Get Started with Content Marketing for Personal Injury Lawyers with Rock Bound Marketing

In conclusion, content marketing plays a crucial role in the success of injury lawyers. It is imperative to start implementing content marketing strategies immediately in order to build organic rankings. Delaying this process could result in losing out on valuable rankings to your competitors. Don’t let someone else claim those top spots – take action today and ensure your firm’s online visibility. Contact Rock Bound Marketing now to get started on your content marketing journey.

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What is Connected TV?

Connected TV refers to any television connected to the internet and access content. The most common types of connected TVs are as follows:

• Smart TVs: Televisions with integrated internet capabilities, allowing users to stream content, browse the web, and use apps without hooking up an external device.
• Devices that connect to TVs: This includes streaming boxes and sticks such as Roku, Apple TV, Amazon Fire TV, and Google Chromecast. These devices plug into a TV and enable internet connectivity, streaming capabilities, and apps on non-smart TVs.
• Gaming Consoles: Devices like the PlayStation, Xbox, and Nintendo Switch, which, in addition to playing games, offer internet connectivity and apps for streaming content.
• Blu-ray players and set-top boxes: Some of these devices come with internet connectivity and streaming features.

All of these devices can have ads targeted at them in a variety of ways. Whether it is directly to the Smart TV or connected TV player such as the Amazon Fire Stick or through the content that is streamed.

What Are The Types of Ads Available to Canadian Personal Injury Lawyers?

The types of ads available to Canadian personal injury lawyers is slightly less than our friends south of the border. While Bell, Corus, and Rogers are trying to bring more exciting ad formats here, they are now reserved for much larger national advertisers. Nevertheless, the following are available:

• Programmatic Buying: Much like digital advertising, many CTV ads are bought and sold through automated, data-driven processes known as programmatic advertising. Advertisers can purchase ad inventory in real-time based on specific targeting criteria.
• Ad Formats: Most CTV ads are video, but they can range from non-skippable 15-30 second spots to interactive ads that allow viewers to click for more information.
• Dynamic Ad Insertion (DAI): DAI technology replaces linear TV ads with more targeted and relevant ads for individual viewers. This means two people watching the same show on a streaming platform might see different ads based on their profiles.
• Targeting: One of the significant advantages of CTV advertising is the ability to target ads more precisely. Advertisers can use data to target specific demographics, behaviors, and even interests. For instance, a sporting goods company might target viewers who’ve previously shown interest in sports content.
• Retargeting: Based on viewer interaction with an ad on CTV, advertisers can retarget the same viewer with follow-up ads on other devices like their mobile or computer, ensuring a seamless cross-device ad experience.

Why is CTV important for Canadian Personal Injury Lawyers?

Canadian personal injury lawyers are massive television advertisers. When you consider local advertisers in any private at-fault market in Canada they are in the top 10 advertisers by spend and ad count. It makes sense, television is a great broad reach medium, and can be cost effective for personal injury lawyers. However, ratings and share of voice of traditional television advertising is decreasing. Fewer Canadians are subscribing to cable, and more are going to streaming services. Additionally, ad-supported video-on-demand (ASVOD) like Pluto TV and Tubi are gaining traction in Canada. Thus, Canadian personal injury lawyers are missing out on a huge audience by not reaching these viewers.

How Can Canadian Personal Injury Lawyers Access This Inventory?

This is the great news for Canadian personal injury lawyers. Most of these services have self-serve platforms with low minimum spend thresholds. Your media partners like Bell, Rogers, or Corus can help you get your commercials onto the most popular channels. Additionally, your digital agency can use programmatic platforms or self-serve options to buy this inventory for you. Furthermore, this inventory can be very trackable with your existing analytics to monitor the results, which traditional media lacks. Additionally, like display ads online, you can frequency cap to ensure you aren’t flooding users with your messaging and wasting budgets. If you are interested in having a connected TV campaign designed for your law firm, contact Rock Bound Marketing and we can help.

About Rock Bound Marketing

Rock Bound Marketing is a marketing agency explicitly founded for Canadian personal injury lawyers. The unique challenges and competitive environment of injury law in Canada requires an agency that blends industry experience with marketing expertise. If your injury law firm wants to increase its marketing effectiveness, contact Jeff at Rock Bound Marketing today.

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Why It is Important to Write Blogs that Resonate to Both Search Engines and Readers

Writing effective blog topics for injury lawyers requires a careful balance between appealing to search engines and engaging readers. The majority of your website traffic comes from search engines, making them crucial for attracting potential clients. However, it is important to remember that your content should also resonate with human readers. To achieve this, you must skillfully craft content that ranks well in search results while also being engaging and informative to read. This dual focus on search engine optimization and reader engagement is essential for success in creating impactful blog topics for injury law.

Most SEO writers forget that the content needs to also be relevant to the reader, so when you’re reading the SEO content made for your injury law firm website, or if you are trying to write SEO content yourself, keep in mind that it has to work for the human user. To do that, avoid shameless keyword stuffing, use short paragraphs, and have at least two thirds of the blog written without search engines in mind at all. The first paragraph should be optimized for search, the headings should be optimized for search, and after that it should be user focused and the SEO results will follow.

The power of SEO-friendly content

Of course, SEO-friendly content is likely why you are looking for blog topic ideas for injury lawyers in the first place. You want to keep your website ranking well in search, and expand your reach. Organic traffic is critical for injury lawyers. It’s a sustainable traffic source that delivers well after you’ve paid your agency, content team, or internal marketers to create the content that delivers organic traffic. It can also help keep your Google Ads costs down. If the blog topics you write for SEO are especially engaging and high-quality, you can repurpose them for social media posts as well. Having a sound SEO strategy and writing great content can be incredibly powerful.

How to optimize blog posts for search engines

Optimizing blogs for search is a skill. There are some basic things that you should do, but in general, if you have grand ambitions of ranking in the top 3 for numerous non-brand terms, you should explore hiring an SEO expert. Nevertheless, some general things to make sure you do:

• Ensure your target keyword is in your meta page title and meta page description
• Ensure your target keyword is in one of the first 3 sentences of your blog
• Ensure your target keyword is in the title or your blog and the url of your blog
• Your blog should be at least 600 words
• Your blog should feature 1 internal link (link to a page on your website)
• Your blog should feature 1 external link (link to a page that isn’t your website)

If you do those six things, you’ll be better than 90% of the injury lawyer blog content written today.

Blog Topic Ideas for Injury Lawyers

Without further delay, below are 10 blog topic ideas for injury lawyers. For each topic, I give a gist of what the blog should cover and be about. Additionally, I’ll give some keyword ideas around what you could look to rank for with each topic.

1. Top 5 Mistakes to Avoid When Filing an Injury Claim

This is a blog that can help highlight the expertise of an injury lawyer. Due to the internet and specifically how-to videos there are more and more do-it-yourselfers out there who believe they can do anything. Injury law is something that is much harder than it looks, and this blog can help highlight that while you can file your own injury claim, you shouldn’t do that. You can highlight your expertise, and the pitfalls of filing an injury claim. However, with the reader in mind, still provide 5 common mistakes that people make such as lack of relevant experts, lack of understanding of the cost of their injuries, etc.

For this blog, you should try to rank for “filing an injury claim”, there is lots of search traffic around filing injury claims, so having your brand in that search results page will be helpful to gaining clients.

2. The Importance of Seeking Immediate Medical Attention after a Car Accident

This is a common keyword “what to do after a car accident”. I think it’s a bit too early in the customer journey to do the hard sell on your injury law firm. However, from a ranking perspective it’s a great opportunity to get your brand top-of-mind. For this blog, highight why seeing a medical professional is important for your health as well as for the progression of your injury claim. Really consider the intent of this search term, a person could be at the scene of their accident and afraid. Helping them at this time will help establish your reputation as somebody they can turn to for help and trust.

3. Understanding Personal Injury Law: A Comprehensive Guide

Ranking for personal injury law as a keyword is very difficult. At the time of this writing, you need 142 referring domains and optimized content to compete for that term. So you can’t really have enough content on your website that discusses personal injury law. For this blog, it should become a hub piece and key conversion page that you link back to through other blogs over the course of your content strategy. So really dig in on this topic, discuss why personal injury law plays an important role in our society, what the steps to settlement are, how rare trials are and why that is, and discuss contingency fees. This is a piece of content that’ll be helpful for your rankings, and critical to your website visitors. For this piece of content also include a hard-sell call to action. The intent of somebody landing on this content is somebody who needs an injury lawyer, ensure you have your contact forms, chat widgets, and phone numbers all working on this page.

4. How to Choose the Right Personal Injury Lawyer for Your Case

Personal injury lawyer as a keyword is less competitive than personal injury law but still requires optimized and well-written content. This topic can replace the word right with best and target “best personal injury lawyer,” which is a popular topic in the past few years with the proliferation of the Best Lawyers list. Nevertheless, this blog should be about precedents, trial-ready, years of service, your customer service, and anything that differentiates you makes for a great reason to choose a personal injury lawyer.

5. Exploring Different Types of Personal Injury Cases

This topic is a great way to link to your service pages for different types of accidents. For example, if you do motor vehicle collisions, medical malpractice, and slips and falls then you can link to those pages from this blog and help search engines see that those are the pages you prioritize for those topics. Additionally, you can help explain to the general public about all of the different types of cases that personal injury lawyers take on. This is a blog that can be very powerful in terms helping your overall rankings and explaining to potential clients when to contact you. Additionally, this is great social media content.

6. The Statute of Limitations in Personal Injury Claims: What You Need to Know

This is a common question and not a very competitive keyword in most regions. I great informational search term that can help convert people with legitimate claims into files for your firm.

7. Tips for Negotiating a Fair Settlement in an Injury Case

The amount of search content around settlements and the claims process is vast. This is a great topic to help clients understand the value of an injury lawyer, and what it is that you do to maximize their settlement. There’s also an angle here about why it is important to have an injury lawyer and that the average person isn’t suited to negotiate their own claim.

8. Common Myths about Personal Injury Law Debunked

This is another topic that can rank for Personal Injury Law, as I said above you’ll need dozens of well made content pieces with that keyword to rank. In this blog, deal with the common myths: the costs, the insurance industry’s motivations, severity of injuries represented, etc. This also makes a great social media infographic or carousel.

9. Can You Switch Injury Lawyers?

Switching injury lawyers is a common term, and depending on your region’s rules on fee splitting can be reasonably lucrative. Explain if you take over files from other lawyers, explain the rules of switching, and why you’d want to consider switching lawyers. This blog should feature multiple call-to-action points and conversion opportunities because it is high-involvement. Potentially consider using this as a keyword and landing page for your Google Ads campaign.

10. Key Factors to Consider When Calculating Personal Injury Compensation

As outlined above, terms around compensation are important and increasing in search volume. This great blog topic showcases how much a case could be worth. This works two ways, first, it sets expectations for somebody if they think they have a seven-figure file, and it can also encourage somebody who is undervaluing their file to reconsider hiring an injury lawyer. Additionally, you could include a settlement calculator on the blog page as a conversion tool. Furthermore, include links to your results page that highlight your success winning large settlements. The customer searching for compensation related queries is money-motivated and you need to showcase your ability to win settlements.

Need Help With Blog Topics For Injury Lawyers?

Are you an injury lawyer struggling to ramp up your content strategy? Have you seen your organic traffic results plummet and are not sure what to do? Are you looking for more blog topic ideas for injury lawyers? Contact Rock Bound Marketing, with years of experience helping injury lawyers grow their rankings, we can get your results back on track. Search engine optimization is a changing landscape and new strategies and approaches need to be constantly evaluated. Meet with Jeff for a 30-minute consultation to see how your organic traffic can be increased.

The post Blog Topic Ideas for Injury Lawyers appeared first on Rock Bound Marketing.

Benefit One: Immediate Expertise for Your Account

The first benefit is that your account gets insights immediately from an expert. You don’t have to do a course, learn the ins and outs of finding the data, and then apply the data to your business. A Google Ads tutor will coach you on your real-world data and immediately provide actionable insights. The questions that you are struggling with or what to do next with your account can be asked directly to your Google Ads tutor.

The most significant benefit is the speed at which a Google Ads tutor can positively impact your account. If you are struggling with Google Ads and need help now, a Google Ads tutor can quickly get your account going in the right direction. Most Google Ads tutors will likely pay for themselves within the first or second session in optimizations and savings they’ll show you how to make on the account.

Benefit Two: Customized Curriculum

A Google Ads Tutor will tailor the learning curriculum to your specific business and your needs. If you focus on Google Display Ads, the tutor will primarily show you how to manage those campaigns best. If you are having trouble with rising Google Search Ad costs, your tutor can show you tips and tricks to lower these costs or more effectively manage your budget. Online courses or self-learning resources, are broadly created for the average Google Ads user.

Additionally, a Google Ads tutor will examine your business and landing page options and give you insights into how best to structure your account, campaigns, and ad groups for your business. Most Google Ads tutors will meet with you first and request access to your Google Ads Account and Analytics to develop their learning curriculum.

The other benefit of a customized curriculum is designing it around the number of sessions that works for you and your budget. For example, Rock Bound Marketing charges $145 USD per hour of Google Ads Coaching, and some students need more sessions than others. Additionally, budgets matter, if you have $500 to spend on this versus $2500 then the Google Ads tutor can adjust the curriculum based on your goals and budget.

Benefit Three: Be a Better Marketer

Google Ads isn’t going anywhere, it isn’t going to become less critical in your marketing mix. It is the largest ad channel by spend, and when looking at what drives conversions for most industries, it is search that is driving the most business. If you are looking to get ahead in your marketing career and believe you are weak in Google Ads management, it is an area you can upskill in and see your career grow and evolve.

Even if you don’t directly manage Google Ads, but oversee marketing programs, or work on a larger team, having a strong command of Google Ads can help your career. A Google Ads tutor can advise you on how to assess your Google ads effectiveness, how to best analyze how Google Ads can fit within what you manage in your role, and help you become a better marketing.

This likely wouldn’t take a large number of sessions, and could really help you understand how Google Ads contributes to your customer’s path to purchase.

Google Ads Tutor By Rock Bound Marketing

Rock Bound Marketing founder Jeff Lush is a Google Ads Certified Expert. He has led Google Ad training sessions for groups and individuals to help increase their familiarity with Google Ads. Rock Bound Marketing offers a free consultation to determine if Google Ads tutoring suits you. If you are managing Google Ads and are not certain what to do next, book a consultation with Jeff today.

The post Three Benefits of a Google Ads Tutor appeared first on Rock Bound Marketing.

Ensure Your Google Ads Are Ready For the Challenge

The first place a new competitor will be active is with Google Ads. This medium delivers immediate results and can be deployed by your competitor based on what they know is effective in their core market. For your injury law firm to dominate this new entrant, you must ensure your Google Ads are ready. Ensure that the following are done:

• A healthy budget – New entrants mean that the cost of keywords are likely to go up. All things being equal, with the same supply of keywords and more groups bidding for them, the costs will go up. If your campaigns are constricted by budget and already not running for the full day, increase your campaign budgets. Additionally, ensure your brand campaign is well resourced.
• Create New Ads – This new entrant will be trading on their unique selling proposition. You need to have ads that clearly state yours and feature wording around your time in the region and your reputation. Double-down on your strengths and ensure you have ads that are brand-strong.
• Competitive Intercept – Create a campaign solely for the new entrants’ brand keywords. If they are called “Acme Injury Law” you want to ensure you have a campaign tailor just for Acme brand terms. Ensure that you are competitive where they are and limit their ability to get cheaper conversions.
• Landing Pages – Ensure your ads are going to relevant landing pages and design new landing pages that coincide with your enhanced brand positioning. I will discuss more webpage enhancements below that will help your Google Ads.

Optimize Your Website

Your website should be current and updated consistently, but when new entrants are in the market, that becomes even more important. Ensure your photography is current, all your employees are listed on the website, and your contact page is accurate. Double-check all of your contact forms to ensure they’re working, and use the page like a new customer would. A new competitor is a great motivator to ensure you’re at your best.

In addition to the basics, some new pages should be created. A “Why Choose ___ Injury Lawyers?” page that highlights your direct competitive advantages over this new competitor and specific landing pages for specific high-intent keywords, should be tested and developed. Furthermore, you should consider increasing the prevalence of your community involvement on your webpage. Perhaps having a block on your homepage, as well as featuring the page that explains your community involvement in your navigation.

The time and giving that you’ve done in the community is something that a new competitor can’t easily imitate. It also resonates with residents and if they are comparing you and this new entrant they’re less likely to pick this group who doesn’t have the history in the community.

Push For New Testimonials

Testimonials are critical for service businesses. For injury lawyers, they’re essential because it legitimizes many of the slogans and claims that injury lawyers make. When a new entrant comes to market, they’ll be using testimonials from their home market to get legitimacy quick. You can mitigate this by using your existing testimonials and adding that they are a resident of your city, province, or state.

Additionally, it’s a good motivating factor to get new testimonials. You should always be trying to get new reviews and testimonials as I outlined in a previous blog. However, when asking for them now you can even mention the new competitors and that you want to stay fresh. Most individuals working can understand the worry of a new competitor and will want to help your personal injury law marketing.

Get Additional Marketing Help

Your usual personal injury law marketing plan and execution strategy is based on the landscape and best forecasting that you did when it was created. It may not have factored in increased competition or a whole new entity. Get your team the resources it needs. If it is a marketing agency, make them aware of the new competitor and that you want to increase your efforts. If you have an internal team, maybe some freelance or fractional marketing director resources are needed. If you handle the marketing with a committee of injury lawyers and opperations people, definetly explore bringing in some temporary marketing muscle to get throught this.

Consider Your Social Media Plan

If a new competitor comes to market, they will likely be running social media ads, doing posts announcing their arrival, and maybe doing a specific social media page. You should create brand-centric posts about why you’re the market leader or experienced injury lawyer. Highlight what you do, why, and how you’ve done it. If you aren’t already, start advertising on social media to ensure your message is being seen.

Increase Your Traditional Marketing Activities

If a significant new entrant is entering your market, they’re likely to launch with a significant media plan. You want to ensure you’re not entirely lost in the mix or out of the game. First, get some relevant creative that speaks to your strengths and experience in the market, and ensure that it is running if you’re already active with advertising. Additionally, talk with your media partners about areas of opportunity and how to best position yourself against new competitors.

It is also worth advertising on similar stations that the new competitor is on. This will minimize the new competitor’s effectiveness and ensure you compete aggressively with them for new clients. There is an increased cost to this, however, you are battling to keep market share, so you must be prepared to increase your cost per acquisition.

Be Mindful of Existing Clients

Clients you already represent are also under threat from new competitors. In personal injury law marketing we focus a lot on new clients and brand building. However, customer service and retention is a big part of personal injury law marketing and should be a focus. Ensure your team is aware of the new competitors and that existing clients and customer service needs to be a focus. Don’t take your existing clients for granted is a good rule to follow at any moment, but with new competitors in the market, it is paramount.

If You Stay Ready You Never Have to Get Ready

Like many mixed martial arts competitors say, if you stay ready to fight, you never have to get ready. A new competitor entered your market for a reason. Their analysis showed it was possible to gain market share there more quickly than other available markets, or they viewed your injury law firm and your existing competitors as easy targets. This is a sobering reality.

Think about why that is. Have you invested in marketing, trying new things, and building your digital presence? If you don’t have a new competitor, you should prepare if one comes along. A marketing audit or a competitor analysis might be worthwhile to see what risks you have to minimize.

Personal Injury Law Marketing with Rock Bound Marketing

We should talk if you are experiencing increased competition from new injury law firms in your market. Rock Bound Marketing has extensive experience leading injury law firms into new markets as well as fending off competitors from thriving in existing markets. We understand the tactics and strategies to help you thrive when new competitors appear. Contact Rock Bound Marketing today.

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