Canadian personal injury lawyers are about to enter the final quarter of 2023. While you already likely know how your year will go for client sign-ups, you can still do some things to make a large impact for this year and set yourself up for success in the winter of 2024. Here are 5 things you can do right now to help your marketing:
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Hack 1: Stop Doing Performance Max Campaigns For Your Google Ads
The jury is in, and performance max is terrible for Canadian personal injury lawyers. With large Google Ads budgets, limited data as to who is about to be in market for an injury lawyer, and lack of consistent campaign management by many of your competitors, it is a brutal storm for wasted Google Ad budgets. If you are doing Performance Max as a campaign strategy, stop now. Test a Target Cost Per Acquisition strategy, or if you have a campaign manager, try manual bidding. Nevertheless, the promise of Performance Max being worthwhile has not panned out, and injury lawyers need to stop doing Performance Max Campaigns immediately.
Hack 2: Get as Many Of Your Marketing Costs in Canadian Dollars as Possible
Many large ad platforms like Youtube, Google Ads, and Facebook will charge you in Canadian Dollars, which is great from a foreign exchange fee perspective. Additionally, it allows you to avoid variation in your costs month-to-month. If you are using an American agency and paying in USD, try to get them to normalize an annual exchange rate. Many economists are predicting the Canadian Dollar to continue to drop. Your Canadian Dollars go further in Canada with Canadian vendors than American vendors.
American brands use the exchange rate for their benefit and hire Canadian agencies for some or all of their marketing work. Personal injury lawyers are addicted to hiring American agencies, thinking there is some specialization or expertise they possess that doesn’t exist in Canada. This wasn’t as big of a deal when the two currencies were closer together; however, as the Canadian Dollar struggles relative to the American Dollar, Canadian personal injury lawyers can’t really afford to lose 25% of their marketing budget to exchange rate costs anymore.
Hack 3: Billboards Are Back for Canadian Personal Injury Lawyers
For many Canadian personal injury lawyers, billboards never went anywhere. However, with less and less work from home happening and traffic patterns returning to a pre-COVID level, if you decreased or walked away from some billboards, it is time to consider looking at them again as a traditional media option. With the Writers Guild of America strike destroying the Fall TV lineup and Canadian radio continuing to cost-cut, it is worth exploring billboard more than ever.
Hack 4: 2024 is Going to be Huge For News
2024 will be a massive year for news and seeing Canadian audiences flock towards news programming. With a Presidential election in the states, a likely Federal election in Canada, the Summer Olympics, and many other cyclical events happening next year, it is important for Canadian personal injury lawyers to ensure they allocate some of their traditional media budget toward news properties. While consumers were “newsed out” post-COVID, many industry observers expect news to bounce back in a big way for 2024. Lock in your contacts in 2023 so you can get the best rates for 2024.
Hack 5: LinkedIn needs your attention
LinkedIn just got a big bump in Google’s September Helpful Content Update. LinkedIn articles seem to rank higher for many keywords in search engine results page. You should start posting some of your SEO-designed content as a LinkedIn article and work to develop a strategy for you to start posting content to your and your firm’s injury lawyer’s LinkedIn profiles. Additionally, LinkedIn turned 20 this year, it now has a great cross-section of white-collar professionals. From mediators, chiropractors, family doctors, physiotherapists and many other experts that Canadian personal injury lawyers use, it is a great place to build your reputation and gain referral business.
Finally, the labour shortage is coming for Canadian personal injury lawyers, from legal assistants to other support roles; you will need to start thinking outside the box for recruiting these positions. LinkedIn should play a larger role in employee recruitment and retention efforts starting now.
Finish 2023 Strong and Enter 2024 Ready to Dominate
The year’s final quarter can turn a good year into a great one. Finish this year with your marketing in a position to support your new client acquisition goals. If you aren’t sure if your marketing is ready to dominate, contact Rock Bound Marketing. We are a Canadian marketing consultancy focused on helping Canadian personal injury lawyers grow their business. Let’s talk if you want to grow your injury law firm and dominate your market.
