Multi-Platform Approach to Mass Torts
When a new mass tort lawsuit emerges, lawyers and marketers know that it’s time to act… and your next step can make you millions!
To get the most leads signed up in a cost-effective manner it is EXTREMELY important to be one of the fastest to market. However, being fast isn’t enough. Casting a wide net across various channels on the internet is proving to be the best way to improve your mass tort advertising. Here is the issue: if you are a digital marketing firm like ours, but you only work in one platform (like Facebook for example), you will only push facebook to your potential clients whether it has the best cost per acquisition or not. I have to ask you, how is this best for you? Simply put, it is not. You must spread your initial investment onto multiple platforms and then MEASURE! You will then see which platform has the best cost per acquisition. Sure, there are times Facebook is the winner. However, there are times when Google paid search is the winner, there are times when HULU is the winner, etc etc. Therefore, as a lawyer, don’t be swayed to put all of your eggs in one basket. Be smart, spread your investment dollars around the first few months and then hone in on the best result for you!
At TSEG, we manage lead-gen ad campaigns on different platforms such as Google Ads, Facebook, and Hulu Ads (plus many more). We deliver multiple messages to the potential client base and measure the return-data. All data that comes back from an ad is useful even if it doesn’t result in a lead. Once we analyze this data we will discover which ad copy, which creative and which platform works the best. This is the WINNING combination for you. Once this is obtained, we lever your dollars in the best way for you to achieve the best outcome for your firm. This data-driven practice helps us deliver ½ to ⅓ the lead generation costs of our competitors. Guess what? This is not a new practice for us. Since our inception, “data-driven” isn’t a buzzword, that is how we operate. This is the driving factor that lead The Search Engine Guys to be named one of the top 200 privately held companies in the US by Inc. magazine and this process propelled Ngage to the most dominant Chat platform in the attorney market.
Does a multi-platform approach cost more?
The short answer is no. Since we start off with a wide net – we only use a small budget to get started on a particular channel. This initial budget is to start figuring out what works and what doesn’t work. From there we improve on a weekly basis and then increase budgets.
“I Just Want Cases”
Some mass tort law firms have the ultimate goal to get as many cases as possible, without a budget limit. In these circumstances, the client may not care if the case acquisition cost may not be the driving force behind the decision. If this is the case for your firm, multi-platform is still the way to go as you need to generate as many cases as possible.
Below is a glimpse at some of our recent mass tort campaign numbers. These campaigns are running (or ran) on more than two platforms and have detailed strategies on each one.