Mass tort practices often waste time and money competing for the same pool of litigants. Educational blog posts help diminish the information deficit between two pool factions: those who will join mass litigation and those who will not.
We like to think of educational blogs as a vast, untapped resource for mass tort practices, and we have several tips to help you take advantage of this resource.
Only about 10%-20% of people who suffer injuries join the mass tort litigation process. The remainder of the potential litigant pool often lacks the specific knowledge that would enable them to join a mass tort.
Your firm can provide essential education by employing a marketing concept known as content marketing. There are two kinds of content marketing: outbound and inbound.
Outbound marketing disrupts potential clients with content they often do not want and have not requested. Therefore, the most valuable content marketing strategy for law firms is the inbound marketing method. Inbound content marketing produces leads by providing potential litigants with information they already need and desire - information they are actively searching for. Inbound marketing requires that firms trim, fit and shape their website's blog content to make certain the substance correlates to the needs of potential litigants and provides answers they are looking for.
Inbound marketing content doesn’t just aim to attract new visitors to a firm's website. Inbound marketing strives to empower website visitors by providing solutions to their legal problems. The law firms that devise website content with an eye toward targeting information holding intrinsic value to potential leads will find their reward comes in attracting more relevant and enthusiastic prospective clients.
Like customers in other business arenas, potential litigants (whether they are potential defendants or plaintiffs) hunger for thought leaders in the area of their particular interest. A law firm that defines itself as an educational resource for potential clients’ legal questions will have no trouble growing its client base or expanding its pool of relevant leads.
How Content Readers Become Leads
Potential leads in a prospective pool of litigants will not become true leads unless the educational content fulfills the following steps in the potential lead's buyer's journey:
- I understand the basis for the mass tort litigation. The potential lead must first come to understand the injuries they sustained were created at the hands of another. Second, they must understand that the product that caused them injury is the subject of mass tort litigation. Third, they must know the claims against the company that injured them are stronger when seen as the result of many people who sustained similar injuries. Finally, they must grasp the financial economies of scale residing in mass tort litigation versus individually filed claims.
- I believe in the winning potential of a mass tort. The potential lead must believe the plaintiffs' claims against the defendant will result in the defendant compensating them for injuries caused by its product.
- I desire to participate as a plaintiff. The potential litigant must want to participate in the mass tort system. Ideally, inbound content marketing for mass tort litigation should help recognize the potential lead's problems and then demonstrate how the mass tort litigation will solve those problems, creating the desire to join.
- I want to seize the opportunities presented. Content marketing for mass tort litigation must present the potential lead with opportunities for participating in the litigation.
Educational blogs can take prospects through the buyer's journey, step-by-step, until they are ready and willing to become case litigants. If your blog content ends up being the well-spring of their enlightenment, they become actual leads who are inclined toward contacting your firm rather than your competition. At the end of the day, well-aimed content marketing creates more exclusive leads for your firm.
Here are a few more morsels on content marketing in the context of mass tort litigation:
- Educational blogs produce leads through inbound content marketing and create potential litigants through that educational process
- A firm's investment in content marketing is small when compared to the expense inherent of buying leads or when bidding for advertising space
- Getting the leads is only half the battle; once leads provide their contact information, your mass tort practice must convert them into signed clients
If you'd like to delve deeper into this topic, we invite you to download our eBook: How to Convert More of Your Personal Injury/Mass Tort Leads into Clients with Superior Intake Services.