If you’re frustrated with trying to create marketing strategy on a small budget today’s marketing lesson is for you!
I received a marketing question from a personal liability attorney located in Mobile, Alabama.
I decided to cover this very challenging question here in my blog as it is something I think many business owners could benefit from.
This personal liability attorney is rather new he has had his practice for 2 years. He provides attorney services for people who have been involved in accidents mainly car accidents. He is struggling with figuring out the marketing piece of his business. He mentions he does not have a huge marketing budget like other firms around him so how is he supposed to compete for clients?
He wrote to me:
My practice is new and I am struggling with getting clients, not everyone has Alexander Shunnarah’s marketing budget. Advertising on Google is so expensive I cannot afford it. I can’t even afford to do billboards right now. How can I survive? How can I compete against firms with huge budgets?
Creating a Marketing Strategy: Research the Cost of Obtaining Leads Before Choosing a Niche
Before I address this marketing question I want to first start out with giving some advice to people who may be entering or deciding to enter in niches that are very competitive.
A large consideration that many seem to overlook is the cost of marketing in a very competitive niche. In today’s online world the playing fields are all leveled. Small companies can appear to be big – large companies can look small.
Everything is digital and online and the consumer has way more choices than they ever had before.
The funny thing is though even though you have the most access you have ever had to your target market but even so they are harder to reach. … the reason is they are desensitized by the abundance of information.
They basically have a computer in their hand as a constant companion and can find out anything they want with just a simple vocal request. Additionally they are so bombarded by information and marketing in order to cut through the noise you have to be effective.
It’s important to do some research and try to find out what the potential cost is going to be to bring a new customer, client or patient into your business before going into a specific niche.
Now lets get back to my personal liability attorney here.
The Most Expensive Keywords in the United States are Related to Personal Liability
Just a little trivia Google Adwords keywords that are related to personal injury are amongst the costliest overall in the country.
So I understand the frustration of the attorney who emailed me to ask for this advice. However, I think I have some great advice to offer that he can put into play to bring more clients into his practice without having a huge budget for marketing.
Creating a Marketing Strategy: Leverage Facebook
Create a great Facebook page for your practice. Consider taking out an ad campaign that will be relatively inexpensive to get more people to like your page in an effort to build up that audience. Grow this over time because another great Facebook advertising strategy is go create ads that all the members of your Facebook page can see.
When you’re sharing content on your Facebook page make sure that it’s very helpful to your target market.
Do not create content like, “hey call me if you’re ever in a car accident”. Instead share REAL information with people they find useful in some way if they are ever involved in a car accident.
This effort will make you stand out as a leader and someone to trust in the capacity of a personal injury attorney.
Now by the way I want to mention this is not an effort you can do for a couple of weeks or even months and see the fruits of your labor, this is a large commitment to a long-term goal as being known in your leader in your space. It will take time for this to happen.
Define Your Target Market | Reach Your Target Market |Retarget Your Target Market
Another great idea leveraging Facebook is to create a campaign targeting a specific audience with your marketing messages.
The amazing thing about Facebook is you can super-hyper-target an audience who is most likely to need/use your services.
For example who has the most traffic accidents according to demographics? That’s who you want to market to.
According to my research men have more traffic accidents than women.
However, you will still want to target women. Additionally drivers between the ages of 16 and 28 have the most accidents.
It’s very easy to target this age group on Facebook. However, a very young person doesn’t typically look for an attorney their parents do so make sure you keep that in mind in your targeting.
Another very effective and yet inexpensive way for you to use Facebook ads is to retarget everyone who visits your website with an ad.
Make sure you place the pixel on your website before spending any money whatsoever on ads. You want to compound the investment you put into Facebook ads by retargeting.
The way this works is someone visits your website, then when they are scrolling through their Facebook feed guess whose ad they see! Yours! This is very effective marketing and it is within your budget.
Do this on a long-term and consistent basis. This is marketing that will pay dividends over time.
This will require a bit of a learning curve as far as learning how to install your Facebook pixel and then learning how to create a retargeting ad. But hers the thing, when you don’t have a budget for marketing or you can’t afford someone like me, you have to roll up your sleeves and learn to do it yourself.
Here are some tools to help you learn and you can find some great learning resources on YouTube as well.
Creating a Marketing Strategy: You’ll Need a Great Website
It’s critical that you have fantastic website that is first and foremost very helpful to your target market. Additionally, and just as important it needs to be very well with search engine optimization in mind.
If you build a great website and add good content over time it will be a great investment to eventually being found naturally in search engine results.
As a personal injury attorney people don’t need you until they do right? The idea of creating all these tools and putting yourself out there is so that people have you in mind when they do need someone like you.
Here is some data that I found and thought was interesting, the average person is involved in a car accident every 18 years.
If you consider a human has an average lifespan of 79 years, this means they can be involved in up to 4 car accidents over their lifetime.
This is why it’s important to stay in front of your target market. This is a scary reality but at someone point someone in your audience is going to be needing you.
This brings me to another great marketing idea which is celebritizing yourself.
Creating a Marketing Strategy: Celebritize Yourself
Not many businesses use this great marketing method but it is very effective and because of all the tools we have available to us online and with social media it can be done quite inexpensively and effectively.
I know you are already familiar with this method because you mentioned Alexander Shunnarah, he of course uses this method but in a much more extravagant way.
This same marketing tactic can be leveraged in a smaller, inexpensive yet effective way.
The attorney that contacted me asked me how can he compete against the budgets of much larger law firms? The truth is you can’t, and that is why you are going to have to use different and more strategic tactics.
Just because you can’t compete on a larger firm’s playing field does not mean you are out of the game. Create your own playing field using the tools you have available.
You can reach the exact same market.
A great idea is to create graphics that perhaps has nice photos of yourself with the name of your firm containing text that is quick blurbs of information helpful to a person that has been involved in a car accident.
It’s also a great idea to throw in some inspirational quotes here and there that don’t necessarily have to be directly related to your business. People really like inspirational quotes, as a result they are highly sharable content. Guess what happens when people share content on social media? You just gained access to all their followers as well.
There a great tool online you can use for free it’s called Canva. It’s a very simple platform to use; it just takes a little practice. You don’t even have to be a graphic artist to use it. Share these graphics on Facebook and Instagram to create a following.
Creating a Marketing Strategy: The Google Adword Underdog Strategy
First of all many business owners that attempt Google Adwords are very misinformed about how they actually work.
It is a very complex platform that when leveraged correctly can be very rewarding to a business. However, it is NOT instant success and it is NOT set it and forget it.
Many times I have clients that have had smaller budgets and what I had to do was create what I call an underdog strategy.
They are underdog keywords because they may be a longer phrase, they are less common, have less traffic or demand and as a result they will be cheaper.
Here’s an example:
Expensive Keyword Phrase: Car Accident Attorney
Cheaper Keyword Phrase: Car Accident Collision Attorney
If you go to the keyword planner in Google Adwords it will give you some ideas. You will want to invest as much as you can per day and let it run for up to 90 days.
Yes, to find a good underdog keyword(s) it will take a bit of time and you will be “paying for data” in the beginning but it could off and bring in decent leads.
So even though you don’t have a huge budget if you’re willing to invest the time and the work you can create a decent marketing strategy and grow your practice!
Also, remember as you grow and you do bring new clients in make sure you are re-investing an adequate amount in upgrading your marketing effects to grow and attract even more clients.
I hope this advice helps you!
Do you have a marketing question? Email me at firstname.lastname@example.org.