Most law firms in NYC offer services in a limited geographic area. Online nearby searches have become commonplace in recent years as people search for businesses “near me.” Here’s how a hyperlocal personal injury attorney advertising strategy can help your firm create brand recognition and attract more leads in your specific geographic area.
Personal injury law is a competitive field, especially in a bustling metropolis like New York City. To stand out, personal injury lawyers must adopt localized advertising strategies that target specific geographic areas and local demographics.
Localized advertising focuses on targeting potential clients within specific geographic areas. For personal injury lawyers in New York City, this means homing in on the specific locations where potential clients reside or work. Here’s how your NYC law firm can master its hyper-local advertising strategy.
Why you need to get local with your advertising plan
If the past several years have taught us anything, it’s that there will always be new and emerging ways to get things done. In other words, the things that used to work for digital marketing may not be as effective as they once were, and consumers will demonstrate new behavior patterns that provide opportunities for businesses to make connections.
This is certainly the case when it comes to connecting with your law firm’s local prospects or the people in the NYC area searching for a “personal injury lawyer near me” or an “accident attorney in Manhattan.” Ideally, these searches will bring up your law firm if they are relevant to a prospective client’s interests.
According to Google, “near me” searches have increased fourteenfold over the past decade. A hyperlocal marketing strategy can boost your personal injury advertising efforts and improve your overall results.
Hyper-local advertising strategies for NYC personal injury lawyers
According to Statista, 21% of U.S. consumers search online to find local businesses daily basis. This includes services businesses like law firms. Knowing this, it’s time to localize your strategies for attorney advertising in New York City. Here are some top hyper-local solutions that can get your personal injury law firm found and chosen by its target audience.
Community sports teams
Get your firm out there in the community as much as possible. An inexpensive and fun thing to do is to sponsor local sports teams like Little League, community basketball leagues, or a new pickleball court. This can boost your firm’s visibility among families and local residents. When someone eventually needs a personal injury lawyer, they’ll think of you first.
Charity events
Another way to get involved in your local community and boost brand recognition for your law firm is to participate in charity events. Since accidents can happen to anyone at any time, you can sponsor any type of event in your community to gain exposure.
It also makes sense to participate in fundraising and charity events for causes related to injury prevention or health care. For example, you can sponsor infant car seat safety education or fundraise for events for people impacted by accidents.
Localized content creation
If you want to reach clients in a certain location, you must create localized content for your website and other online platforms that focus on those geographic areas. This starts with location-focused service pages for your website. So, if your personal injury firm serves clients in the Bronx, you can create a page targeting the term “car accident lawyer Bronx” and so on.
You can also create other localized content related to personal injury law, such as new safety regulations in NYC or recent pedestrian accidents in Manhattan. Other ideas include creating content related to case law, highlighting local case successes, and producing short videos discussing common personal injury cases in New York City.
Google business listing
If you haven’t optimized your law firm’s Google business listing yet, it’s time to get on it. This online profile will influence whether your firm appears at the top of the search results when people search for a “near me” personal injury lawyer in NYC.
Your business description should list the specific locations or areas you serve. Having a local phone and address linked to your profile is another way Google will help you reach a local audience.
Local reviews
Many sites people use for local searches have a review feature. These include Google, Facebook, and major legal directories. Reviews are a major driver in choosing a law firm for representation, so it makes sense to focus on these as part of your strategy. When you successfully conclude a case, ask your clients to leave online feedback and even provide a link.
Geo-targeted campaigns
Another option for hyper-local advertising is to focus on geo-targeted ad campaigns. You can create ad campaigns targeting your ideal clients on both Google and social media platforms.
Google ads, for example, can target specific ZIP codes. When you place Facebook ads, you can use the platform’s location targeting feature to narrow down your audience to specific areas within New York City. Google local service ads (LSAs) are designed for service providers, like lawyers, that are geographically targeted by default.
Master your personal injury law marketing strategy and capture more local leads in NYC
According to the ABA’s latest survey, 87% of law firms have websites, a drop from the 94% figure several years prior, even as more potential clients rely on online searches to find representation. Having a high-quality legal website that targets local search terms can get your firm valuable exposure and drive more local leads.
Once potential clients land on your website, what you do next could make the difference between signing a new client or sending them to a competitor. CloudLex’s Intake Manager streamlines the intake process so you capture all the essential data in a simple-to-use and accessible format. If you take a case, you can seamlessly convert that data into an active matter.
CloudLex serves personal injury attorneys throughout NYC and the entire United States. It is built exclusively for personal injury law firms. Contact us today to schedule a free demo and learn how we can help your firm improve its workflow and client communication.
