Advanced Marketing Strategies Your Competitors are Overlooking

Advanced Marketing Strategies Your Competitors are Overlooking

Beyond the basic and intermediate strategies that have saturated law firm marketing, this 30-minute presentation ran through examples of advanced strategies law firms can use to gain more visibility and generate more clients.

Personal Injury Lawyers Marketing and Management Association (PILMMA) Super Summit on April 30, 2025 in Denver, Colorado

Transcript

1. Hidden Gems: Advanced Strategies Your Competitors are Overlooking At CAMG, we are the leading legal marketing agency specializing exclusively in helping law firms achieve their marketing goals. April 30, 2025
2. 2 Jon Robinson Sr. Vice President of Digital Media Since 2012: Hundreds of thousands of PI & mass tort cases Testing and implementing new strategies to help firms like yours grow your business. Who am I?
3. 3 Get your camera ready or connect with me on LinkedIn and I’ll send you my presentation deck!
4. Basic Strategies Intermediate Strategies Advanced Strategies 4
5. Basic Strategies 5
6. 6 Case Generation is Expensive
7. Basic Strategies 7 • Could work but…hope and pray • Only as good as your vendor • Diligent management to track and confirm effectiveness
8. Intermediate Strategies 8
9. Intermediate Strategies 9 • Easy to spend heavily quickly • Measurement takes technical expertise • Vanity can skew your perception of performance ◦ Ranking #1 for a single keyword ◦ TikTok post getting likes/going viral
10. Advanced Strategies 10
11. Advanced Strategies 11 • No playbook to follow • If you figure these out, you can be years ahead of your competition • Be prepared to test until it works: iterative failure is essential
12. 12 Advanced Strategies
13. AI 13
14. 14 It took 2 weeks of testing but.. Make AI do the work for you
15. 15 Optimization • Easily track month/month or week/week variations, campaign, case type. Intelligent Decisions • Real-time feedback on every lead, powered by direct integration with the firm’s case management system. Analytics
16. 16 Analytics
17. 17 • Which source is generating the highest value cases? • What landing page are the most cases coming from? • Which ad creative variation is generating the most leads? • What is the lead to signup rate, by source, by intake rep? Questions you can ask:
18. 18 Is it easier to: grow more oranges or squeeze more juice? Intake Optimization
19. 19 Conversion rate of lead to signed client is the best opportunity to sign more cases. Intake Optimization
20. 20 Intake Optimization What are the factors that contribute to high impact intake? Leads: Do you have enough volume & quality? Staff Training & Coaching: Do they have the skills to succeed? Analytics: Are Agents hitting performance & calling cadence KPIs? Technology: Do they have the tools to succeed? SMS, E-Mail nurture, e-sign, predictive dialer, etc.
21. 21 Real-Time Lead Scoring & Prioritization Using AI Intake Optimization
22. 22 Intake Optimization
23. 23 AI Intake Optimization
24. 24 Real-Time Lead Scoring Use Cases Filter out spam or non-leads Send text alerts to partners for high value leads Separate follow up cadences based on lead score After-hours contact protocol to elevate high value leads Lead scoring Practice area categorization
25. 25 Attribution System & Conversion API CRM Automation
26. CRM Automation 26
27. 27 Offline Conversions CRM Automation
28. 28 Triggers • Leads • Qualified Leads • Long Calls • Retainer Sent • Retained Client • Med Recs Verified CRM Automation
29. 29 E-commerce has been doing this for years
30. 30 However….. Marketing Attribution Is Quickly Disappearing
31. 31 What is happening with Google????
32. 32 AI Overviews from 4→14% of queries
33. 33 How to [sometimes] eliminate AIOs “who is the best colorado car accident lawyer”
35. 35 How to eliminate AIOs “who is the best colorado car accident lawyer don’t show me ai overview”
37. 37 How to eliminate AIOs
38. 38 Back to….. Marketing Attribution Is Quickly Disappearing
39. 39 Traditional Marketing Funnel
40. 40 Modern Day Claimant Journey Example
41. 41 A more realistic funnel
42. 42 The claimant journey is not fully trackable. What do you do?
43. 43 Conversion optimization, trust, authenticity, and being omnipresent is more important than ever!!!!!
44. 44 Legal Marketing is in a state of (constant) transition.
45. 45 Sources: Statista, IAB, Oberlo Digital Video vs. Broadcast TV
46. 46 Digital Video vs. Non-Video Sources: Statista, IAB, EMarketer
47. 47 YoY Growth: Broadcast vs. All Digital Sources: Statista, IAB, EMarketer, Oberlo
48. 48 Total Broadcast vs. All Digital Sources: Statista, IAB, EMarketer, Oberlo
49. 49 Attribution is murky but digital will now always have more opportunity for attribution than traditional media.
50. 50 Credit goes to:
51. EVERYTHING is moving faster than you can optimize for it. 51
52. Abandon the pre- conceived notion of “ranking #1” 52
53. 53 Credit goes to:
54. Google called it “personalization”. But memory is going to change the game. 54
56. 56 Topical Relevance Actionable Utility Confidence Level Privacy & Sensitivity
57. AI Overviews • Do not (yet) use memory in the same way. • Each query is treated independently — Google doesn’t “remember” who you are or what you asked before within the AI Overview experience. • It may personalize search results generally (based on signed-in activity, location, past search behavior), but the AI-generated overview itself is session-agnostic. • You can’t yet say “show me that lawyer list again from last week” and expect it to remember. 57
58. How to optimize for AI 101 • KNOW YOUR ICP (Ideal Customer Profile) and tailor content to meet their needs. Bonus for leveraging first-party data. Align with your audience. • Reduce fluff. Start with the answer, add examples/results, cite yourself (quote). • Use easy to consume content types a. bulleted lists b. structured data (schema) and other types of meta data (OpenGraph, meta descriptions, html elements) c. linkable anchor text (jump-tos, tables of contents, on this page) d. reduce reliance on javascript (for now) • Passages and snippets > pages • Get cited, linked to, and listed everywhere (PR!) 58 Supportive credit to: Aleyda Solis
59. Data is now available to access and leverage like nothing we’ve seen EVER. 59
60. First-Party Data: Data your law firm owns 60
61. 61 Third-Party Data:
62. What if you could combine first- party & third-party data? 62
63. 63 MOBILE IN-APP CONNECTED TV AUDIO DESKTOP WEB TABLET Connected Marketing
64. Specific ad inventory isn’t as important anymore because the potential claimant is who you’re targeting. NOT the specific TV or radio station time slot. 64
65. 65 Layering of 3rd party data Interests & Behaviors Weather Hyper-Precise Geotargeting Create better experiences for new clients
66. 66 The way consumers are engaging with advertising is drastically changing
67. 67 Radial targeting with bid factors Focus impressions around locations
68. 68 Geotargeting with bid factors Hone in on high-performing locations
69. 69 Temperature targeting with bid factors Real-time weather data and targets ads accordingly.
70. 70 Expanded Weather targeting Hone in on high-performing locations
71. Connected Marketing Example: Exclude current clients Create lookalike audience from my existing clients Only target the top 4 case driving zip codes Only run ads during snowstorms using snowstorm ad creative Willing to pay 50% more for live sporting event impressions 71
72. 72 Advanced strategies require testing, creativity, and ingenuity.
73. 73 THANK YOU Jon Robinson SVP Digital Media, CAMG JONR@CAMGINC.COM https://www.linkedin.com/in/jonrobinson82/