Category Archives: Marketing

First4Lawyers launches new TV advertising campaign

First4Lawyers has launched its latest multi-million pound TV advertising campaign, featuring a new central character and highlighting why it only works with the best Personal Injury and Medical Negligence solicitors.

Led by a BAFTA-nominated Los Angeles-based director, 1,456 combined man hours were put in to produce 6.5 hours of footage for the creative new campaign. The pre-production process saw 520 hours, while 616 were worked by 28 people on the set over two days of filming.

First4Lawyers’ Personal Injury activity is seen more than 48 million times a month, while its Medical Negligence activity is seen and heard over 26 million times a month.

The marketing collective is currently one of only three legal brands in the UK that have a dedicated Medical Negligence TV advert, running an average of 2,100 times per month.

A complete advertising plan

First4Lawyers sees 41 million views per month of its Personal Injury and Medical Negligence TV advertising, while 4.6 million listeners hear its radio advertising across 65 radio stations in the UK.

A further 2.4 million readers see the collective’s newspaper advertising and 100,000 people see its online marketing activity per month, while 200,000 people see the brand on social media.

First4Lawyers’ website also sees visits from one in three people who click when searching the term ‘Medical Negligence’ on Google. The collective has runs over 11,300 variations of Personal Injury PPC adverts across almost 45,000 keywords and search phrases. These adverts are seen more than twice as often as the collective’s nearest competitor’s.

Medical Negligence PPC adverts are similarly effective for First4Lawyers. It runs 2,800 variations of PPC adverts running across almost 13,000 keywords. The adverts are seen almost three times as often as those of the firm’s nearest competitor.

Organic search is another successful marketing strategy for First4Lawyers. The firm ranks organically for more than 7,500 search terms – a 76% increase over the last six months. Organic visibility has increased 44%, the second highest growth registered in the sector.

First4Lawyers membership

For the cost of one month’s membership of the First4Lawyers Personal Injury panel, you could alternatively afford less than three adverts on ITV2 per day, six full page adverts in the Manchester Evening News or 7.5 days advertising at the top spot on Google for the term ‘No Win No Fee’. And you would be responsible for all the leg work.

Meanwhile, for the cost of one month’s Medical Negligence panel membership, you could purchase 1.5 adverts per day on ITV2, three full page Manchester Evening News adverts or just four days and 1.5 hours advertising at the top spot on Google for the single term ‘Medical Negligence’.

First4Lawyers’ Personal Injury panel members can enjoy 22-27 claims per month, with an average conversion rate of 69%. Medical Negligence panel members receive between 20-24 claims per month, converting an average of 22% into live cases.

Join the First4Lawyers panel

If your firm’s marketing could use a boost, First4Lawyers is ready to help. By joining the panel, you’ll maximise your marketing budget and enjoy consistent results.

Join the UK’s most seen legal marketing brand as it launches a brand new awareness-raising campaign and see a measurable return on your investment.

Why is content marketing better than traditional methods for legal SMEs?

For large legal firms, marketing is a relatively straightforward affair. But for SMEs, the need to be innovative and eschew tradition has never been clearer.

Many an SME legal firm will feel a tinge of envy at the comparative simplicity of marketing services for larger firms. With their well-known brand names, wide geographical reach and in-house marketing teams, the big players enjoy obvious advantages.

That does not mean smaller firms have not tried to market themselves, but the use of traditional methods has led to poor returns on investment.

Using analogue techniques for trying to reach clients in a digital age is always likely to be less successful. For instance, a newspaper advert is here today and gone tomorrow. Similarly, a billboard is constrained by physical location.

Moreover, there is little control over who gets to see these adverts; a host of uninterested people may pass a billboard while a more likely customer walks down a neighbouring street.

In contrast, digital content is by nature more accessible, without such limitations of time and place. But that is just one of its advantages.

Through content marketing, law firms and their digital partners can create great content and focus it more accurately on the people they want to engage with.

Based on the characteristics (known as personas) of the target market, content can be produced concerning the topics of greatest interest to them. The rule of seven suggests customers typically must be exposed seven times to a marketing message before buying; few will see the same newspaper ad seven times, but regular interesting online content can start a conversation to achieve this goal.

This effort can be further boosted by using search engine optimisation (SEO) for law firms, as the right keywords can direct readers to relevant content. Social media and email marketing can also focus more on particular target groups.

With this greater precision of digital marketing, the ROI is sure to be higher than that of traditional methods.

For some legal firms the use of modern techniques requires a shift from the ways of the past. Since old habits die hard and lawyers cannot be expected to do the jobs of marketers, it makes sense to work with partners who can apply the most contemporary and effective methods of communicating with target markets.

By Charlie Britten, BeUniqueness.co.uk.

Photo from Pixabay.