If you are part of a typical Personal Injury law firm, you might not take all case types within the broad and diverse field of Personal Injury. Most practices specifically focus on injuries that would fall under the categories of General Liability and Auto Accident. Thus, most marketing initiatives of these Personal Injury law firms target individuals who have been involved in a vehicle collision and those who have hurt themselves on the premises of another residential or commercial entity.
Such niche targeting can certainly work with billboards, television and radio campaigns. Online lead generation, however, may not be the best conduit to place such heavy emphasis on certain case types. If you purchase leads from an online source, it is most cost-effective to configure your account to accept all types of Personal Injury cases at the standard price than pay extra to screen out certain kinds of injuries. Since General Liability and Auto Accident already comprise the majority of leads you will receive, you can monetize the other cases by referring them to a firm that takes whatever case type you are opposed to representing.
Referrals
Medical Malpractice is a common example of a case type that some attorneys are opposed to representing. The expertise that must accompany litigation in this space is certainly a major reason why firms omit it from their intake. If your firm receives a quality Medical Malpractice lead but you do not want to retain it, you can easily refer it to a firm that specializes in that area of law. Therefore, you can still profit off of leads you receive without deviating from your specialty areas of General Liability and Auto Accident.
Although Medical Malpractice is more common than some of the other ancillary case types in the Personal Injury field, you can still monetize Defective Drug, Product Liability and Wrongful Death leads in the same manner by referring them out to firms that specialize in those areas of law. Law firms value referrals from other attorneys very highly so you should have no problem flipping leads to other practices and yielding returns on them.
Diversify your Online Sources
If you are a well established Personal Injury firm with a steady stream of clients coming to your website, you can still utilize leads from a third party as a supplementary method. Within the competitive world of online legal advertising, SEO and PPC costs are highly volatile and can easily run up your budget if you do not constantly evaluate the data associated with the campaigns. Check out the Digital Marketing Mistakes blog for more information on this aspect of your practice.
Supplementing your intake with exclusive eGeneration leads is a pragmatic way to mitigate the inherent risks involved in your internal lead generation process. While the costs associated with your SEO and PPC campaigns continue to fluctuate, you can hedge your bets with high quality PI leads at a flat rate.
The Bottom Line
The ultimate evaluation of any marketing campaign should be based upon the cost-per-case acquisition. This metric can be applied to any marketing method as you simply calculate the amount of money invested in one source divided by the amount of clients derived from the source. If you think your firm could operate in a more cost-effective manner by acquiring exclusive Personal Injury leads in real time, give us a call at 617.800.0089 to learn more details about our service.