The work of an SSDI (Social Security Disability Insurance) attorney is highly rewarding but also challenging. A Social Security Disability firm plays a vital role in helping clients secure the benefits they need from the Social Security Administration. The field is very competitive, and Social Security Disability lawyers often struggle to maintain existing clients and attract new ones. Hence, there is a need for digital marketing tactics to improve their online presence.
Digital marketing is vital for Social Security Disability attorneys to reach a wider audience, build their brand, and create a robust online presence. It allows you to emphasize your firm’s unique brand and set yourself apart from competitors. We will discuss 11 digital marketing strategies that can help you get more clients and future trends in the SSDI legal marketing landscape.
11 SSDI Lawyer Marketing Tips to Get Clients
While the core objective of these strategies may be similar — to connect with clients and showcase your SSDI law firm’s strengths — the methods and channels through which they are executed can vary greatly. In this section of the article, we’ll talk about:
Building a strong website
Leveraging SEO for enhanced visibility
Effective content marketing to educate and engage
PPC and social media advertising
Improving the client intake process
Utilizing lead generation services
Enhancing client acquisition through reviews and referrals
Optimizing Google My Business for local searches
Email marketing strategies for SSDI law firms
Advanced marketing techniques
Ethical marketing practices for SSDI law firms
Comrade Digital Marketing Agency can help you with the above if you’re unsure how to go about it. Schedule a free consultation.
1. Build a Strong Website to Grow Online Presence
Your website should be a reflective extension of your firm, offering a seamless user experience and acting as a trustworthy source of information for visitors. Ensure your website is optimized for mobile, easy to navigate, and visually appealing. Consider hiring a professional web design and SEO company to ensure your website stands out.
Create dedicated practice area pages highlighting your specific services and supporting them with success stories and testimonials. Remember, potential clients want to know your firm’s success rate and capabilities, so ensure your experiences and results are on display.
2. Leverage SEO for Enhanced Visibility
SSDI is a very meticulous and time-consuming process, which usually involves people searching online for disability benefits and the application/appeals process. Search engine optimization (SEO) can help potential clients easily find a Social Security firm through organic search results. The tactics are cost-effective, but they are a long-term investment with a 3-year ROI of over 500%.
Key SEO strategies for SSDI law firms include:
On-page SEO: Optimize web content, titles, meta tags, and URLs with keywords and ensure the content is informative, up-to-date, and user-friendly.
Technical SEO: Ensure the website is fast, mobile-friendly, and easy to navigate. Also, make sure it meets all of Google’s guidelines and is set up correctly from the start.
Backlink building: Build relationships with other websites to create backlinks, which will increase credibility and domain authority. This can be done through guest blogging, directory listings, and creating shareable content.
Furthermore, most potential SSDI clients will come from your vicinity, so you need to implement local SEO to be more visible to potential clients in your area. Some of the things you can do are implement local-specific keywords across content, optimize the Google Business Profile, build local citations, and acquire positive reviews.
3. Effective Content Marketing to Educate and Engage
SSDI law firms can use content to address common questions and concerns of disability claimants, positioning themselves as valuable and trustworthy resources. Blogging is one of the most common forms of content marketing. SSDI law firms can write blogs that answer questions like “How do I qualify for SSDI?” “What is the SSDI application process?” “How long does it take to get approved?” etc. The blog helps potential clients understand if they have a case, what documents they need to provide, what to expect during the application and appeals process, etc.
Videos: Product demonstrations, customer testimonials, and employee stories can be shared through videos.
Infographics: These visually appealing graphics can simplify complex topics and are shareable on social media.
Podcasts: Firms can use podcasts to share solutions to client issues, customer stories, and industry trends. This content helps build a connection with the audience.
eBooks: These longer texts can establish the firm’s authority in the field and are gated content that requires readers to provide personal information.
Checklists/Guides: Simple checklists or how-to guides can help clients and establish the firm’s expertise.
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4. PPC and Social Media Advertising
PPC ads appear at the top of search engine results, increasing visibility and credibility as they are seen first. Google Ads (formerly Google AdWords) is the most popular platform for PPC, given that Google processes 90% of all online searches. However, ads can also be placed on other search engines like Microsoft’s Bing and Yahoo.
Social media is another channel on which to place your Social Security Disability practice ads since various client demographics use it. Platforms like Facebook, Instagram, and LinkedIn allow you to connect with clients and also target potential SSDI clients.
When you are creating the ads:
Relevant keywords such as “SSDI lawyer” or “disability insurance claim” should also be incorporated into ad content to increase the ad’s quality and relevance score.
They should be clear, concise, and persuasive, with a compelling call to action to encourage clicks.
Testing different ad campaigns is crucial to success, as it allows optimization and improvement of PPC strategies.
They should be targeted to specific demographic groups based on location, age, gender, interests, and behavior to ensure you reach the right audience.
5. Improve the Client Intake Process
A well-structured intake process can help save time and effort, allowing lawyers to focus on providing the best legal services. The client intake process starts with attracting prospective clients and ends with their successful onboarding. It involves several steps, including capturing contact information, pre-screening, scheduling a free consultation, and collecting key information for a successful onboarding.
Intake software and websites with client intake functionalities can help capture potential client information and provide a seamless experience. Social Security Disability law firms can utilize client intake platforms, such as Clio Grow, Lawmatics, and Rally, to automate various aspects of their work, improve client relationships, and ultimately boost productivity.
6. Utilize Lead Generation Services
While there are various marketing strategies, such as SEO, PPC advertising, social media marketing, and content creation, that can help generate leads organically, many SSDI lawyers also explore the option of hiring professional lead generation services.
Leveraging lead generation services has the key advantage of helping you attract a steady stream of organic leads—individuals who are genuinely interested in your SSDI legal services and are more likely to become long-term clients.
These services focus on optimizing law firms’ digital presence and lead generation mechanisms to attract organic leads.
They work to improve websites, optimize for relevant keywords and local search, create compelling ads, and more so clients naturally find their way to law firms through reputable sources.
When hiring a lead generation service, it is important to evaluate the quality and ROI of the leads you will receive. Additionally, ensure the service aligns with your practice’s needs and budget, and calculate the cost per lead. Compare this to the value of the services you provide to determine the ROI.
However, lead generation services should not be confused with buying leads. Lead generation services provide law firms with the tools to create organic leads, whereas buying leads involves purchasing the contact information of potential clients. This practice has its risks and may result in wasted resources, as the quality of these leads cannot be guaranteed. Leads may not be a good fit for your practice, or may not be truly interested in your services. Ethical considerations also apply here, as this practice may be seen as a shortcut and may not align with the professional standards of the legal profession.
7. Enhance Client Acquisition through Reviews and Referrals
Over 85% of clients often look at online reviews before contacting a lawyer, so it’s essential to focus on building a strong online reputation. You should provide quality Social Security Disability services and satisfy your clients. Then, capitalize on the good experiences by encouraging happy clients to leave reviews. Reviews on attorney websites, especially recent ones, can help attract new customers.
There are several ways to obtain reviews. Social Security disability firms can add a link to their website, allowing clients to leave a review at their convenience. Sending a follow-up email or requesting a review after a successful outcome or the resolution of a case is also a good practice. Provide potential reviewers with multiple options for platforms, such as Google, BBB, or specialized lawyer review sites.
Another strategy for acquiring clients is to build a referral network with other professionals. Connect with professionals in your field who can act as a source of referrals. This can even help SSDI lawyers get an attorney rating on a site like Super Lawyers.
8. Optimize Google Business Profile for Local Searches
Google Business Profile, formerly known as Google My Business, is a free Google service that helps local businesses manage their online presence. It allows businesses to appear on Google searches and Google Maps when users search for services in their area.
The profile offers users information, including the business’s name, address, phone number, operating hours, and direction links. Users can also view photos, read reviews, and learn about the services provided.
Claim your profile and then verify your business listing. Verification is done via phone or SMS. After successful verification, the next step is optimization to increase visibility and appeal to potential clients.
Here are some ways to optimize your profile:
Choose specific categories to help Google better understand your business and ensure your profile appears in relevant searches.
Add high-quality photos and videos to make your listing more attractive.
Regularly respond to customer reviews and encourage satisfied clients to leave reviews.
Use the messaging feature to communicate with customers and respond to their queries directly.
9. Email Marketing Strategies for SSDI Law Firms
Email marketing is a high return (over 3600%) strategy that allows SSDI law firms to reach a large audience directly and personally.
By leveraging the power of email, you can communicate various information to your past and potential clients, including newsletters, reminders, event updates, promotions, welcome messages, and review requests.
This not only keeps your firm top of mind but also fosters engagement and builds trust.
To start your email marketing campaign, compile a list of contacts that includes current and past clients, leads, and industry connections. You can gather email addresses through your website, client intake forms, events, and other marketing efforts. It’s essential to ensure you have permission to contact these individuals and comply with the CAN-SPAM Act. Segmenting your contact list is crucial for delivering targeted and relevant content. Divide your list into groups based on factors such as client’s status, engagement, location, and demographics.
10. Advanced Marketing Techniques
SSDI lawyers should also explore advanced marketing techniques to stay ahead of the competition. Video marketing is more engaging than articles and can be used to convey complex information, demonstrate expertise, and build trust. YouTube, Facebook, Twitter, TikTok, and other major social media platforms have made uploading and sharing videos easy. Videos should aim to provide helpful information, answer common client queries, and ensure prospective clients see you as knowledgeable and trustworthy.
Advanced analytics is another crucial aspect of marketing for SSDI lawyers. It involves applying data to the business and practice of law to make informed decisions. Legal analytics tools can help SSDI lawyers answer specific questions and provide insights into the seemingly intangible factors associated with practicing law. These tools draw insights and discover trends from court decisions, dockets, and a firm’s data.
AI-driven marketing tools are also emerging as a significant trend in the industry. These tools can automate and improve various marketing tasks, including legal research, document review, and contract analysis.
AI-based virtual assistants can provide legal information and simplify legal language for potential clients.
Several AI-powered marketing tools, such as Lawgeex, Amto, Detangle, and AI Lawyer, are available.
11. Ethical Marketing Practices for SSDI Law Firms
SSDI law firms must ensure that all marketing efforts adhere to legal and ethical standards. Marketing should be aimed at building trust and rapport with prospective clients, employing honest and transparent strategies.
Focus on helping clients and emphasize the real value your firm provides.
Share stories about how you’ve resolved past clients’ issues while being careful not to breach client confidentiality.
Write in a conversational tone and use simple language to build rapport.
Avoid exaggerated claims, false statements, and misleading information about the outcomes of Social Security Disability cases, as these are likely to damage your reputation.
Testimonials should follow the same guidelines, and disclaimers should be used to convey the message that past success does not guarantee future results.
Ensure you’re aware of the regulations pertaining to your jurisdiction, as the guidelines vary from state to state.
Respond promptly to client inquiries and always let them speak first.
Listen carefully to their queries and concerns, and tailor your communication style to their needs and preferences.
Avoid negativity and criticism and never insult or belittle clients.
Treat clients the way you would like to be treated, and remember that happy clients are more forgiving when things go awry.
Future Trends in SSDI Law Firm Marketing
Online marketing strategies, especially those related to the Internet, change frequently. Therefore, SSDI law firms should be prepared to adapt and incorporate new techniques to stay visible.
Influencer marketing, especially micro-influencers, is another growing trend. Small brands, in particular, may benefit from collaborating with influencers to reach new audiences, build brand awareness, and increase trust. The rise of TikTok as a dominant social media platform for marketing is also expected to continue in the coming years.
User-generated content (UGC) is another valuable form of marketing.
Law firms can encourage clients to create UGC by sharing their experiences with the firm’s services.
UGC is a modern form of word-of-mouth marketing that consumers highly trust.
Seasonal trends can also help SSDI law firms prioritize their marketing budgets. For example, in your region, SSDI applications tend to increase in the second and third quarters. You may benefit from allocating more of your annual marketing budget during these quarters.
Improve Your Social Security Disability Marketing with Comrade
As discussed, SSDI lawyers face numerous challenges in attracting and retaining clients. With the right marketing strategies, SSDI law firms can increase their visibility and reach more people.
SSDI law firms should partner with a professional digital marketing agency like Comrade Digital Marketing Agency to stay ahead of the competition. We specialize in helping SSDI lawyers grow their practice and increase their online presence. Our marketing services are tailored to meet your individual goals and include SEO, PPC, and web design.
Book a consultation with Comrade today and take control of your digital presence.
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