Employment Law Marketing Sucks

Employment law marketing sucks. But it doesn't have to and here's why.

On the plaintiff-side, 90% of your time is spent on contingency-fee work.

You know Google ads work, but you've probably wasted money getting in front of people who don't have valid cases.

You pay up front and cross your fingers that the cases you sign up materialize.

Now is the point where most people get "turned off" because I said the curse word, "Google".

With caution, I proceed...

Now, I don't know what niches of labor & employment law you work with.

Whether it be discrimination (age, race, gender), harassment, retaliation, whistleblower, etc.

Regardless, we have learned a few things really matter (listed below):

#1: Generate Substantial Severance Review Work.

Perhaps you'll need to start bundling it into bigger retainers to finance your contingency fee business with immediate cash flow.

Severance review work is easy to target, can bring a large ROI to your firm and has a relatively low cost per acquisition.

#2: Lights On Campaigns.

You ALWAYS need to have your workplace harassment campaigns running and ALWAYS have severance review campaigns running, no matter the economy.

These should be your "lights on" campaigns.

The fact of the matter is, regardless of the economy, there is always these types of cases to go around.

#3: Household Income Targeting

You need to target people of specific household-income brackets and who work for established companies.

Stop having your ads show up for people looking for "Pro bono" or "Free" help.

These clients aren't going to get you anywhere.

Instead, target on Google & Bing based on reported household income.

Additionally, you can go after zip codes whom you know have a higher income.

Don't waste good money going after bad money.

#4: Artificial Intelligence Bidding Platform

In 2019, your going to grossly overpay for clicks and cases if you aren't using an A.I. bidding platform on your Google ads (especially in competitive markets).

By using an A.I platform, you allow the computers to do the heavy lifting.

You'll be able to pull down your ads during high CPC times of the day, and adjust your bids during times when you can get quality cases at a cheaper cost.

So, employment law marketing sucks. But it doesn't have to.

Implement these 4 strategies now to see a higher ROI on your marketing campaigns.

Cheers!

Bill Hauser

CEO, Founder of the SMB Team