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If you are a personal injury attorney and the leader when it comes to advertising spending in your market, this article is not for you. If however, you are a personal injury attorney who cannot afford to “outshout” the competition on television radio, or in print, fear not. There are a number of tactics the smaller PI firm or attorney can do to ensure their voice is heard. And they involve...
Negative keywords are one important way to improve click-through rates for a search engine marketing campaign. First, let's start with a definition of negative keywords. Quite simply, they are words that you want to filter out of your legal marketing campaign. Here are two ways you can identify and remove negative keywords. 1. Google AdWords provides a "Negative Keywords" link at the bottom...
Part 1 of 4 (The remaining three parts may be accessed at www.patrickmckenna.com) TIME FOR ALTERNATIVE FEE ARRANGEMENTS BigFirm partners are anxious about their firm’s futures, and their individual status, ranging from preserving income shares, to remaining partners, to keeping a job. Anything that suggests reduced delivery of revenue to the firm by shortfalls to partners’ expected quota...
1. The Cost Factor The first thing you need to establish is your marketing budget. I repeat, before you consider any other element of your lawyer marketing plan, you need to establish your budget. It can be tempting to "reverse engineer" your budget by shopping around for marketing services, and then setting your budget around those services. But this is financially backward. Before moving...