When new competitors enter the personal injury law market, it becomes crucial for firms to elevate their marketing strategies and stand out from the crowd. In this blog post, we will explore effective marketing tips specifically tailored for personal injury law firms facing increased competition. By implementing these strategies, you can position your firm for success, attract new clients, and stay ahead in the ever-evolving landscape of personal injury law marketing. So, let’s dive in and discover how to rise above the crowd in the realm of personal injury law marketing.
Table of Contents
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.
