The phrases “mass marketing” and “mass production” don’t usually conjure up thoughts of quality targeting or manufacturing.
Yet, we recognize with the droves of law firms competing for mass tort leads that being able to target quality, qualified leads is a must. Low-quality leads can mean hours of wasted time for a law firm. This comes from calling potential lead after potential lead to gather their information only to find out they aren’t qualified.
Radio and TV commercials touting lawsuits for defective drugs and medical devices comprise some of the biggest legal advertising costs. Mass tort litigation is incredibly lucrative, delivering billions in restitution to victims through pre-trial settlements and favorable jury verdicts. In 2015 alone, firms spent $892 million on TV commercials. Among those, mass tort firms comprised five of the top six legal advertisers and spent over $100 million on TV spots. This year, industry experts expect firms to spend closer to a billion in TV marketing dollars.
While those commercials seem ubiquitous in certain markets, many mass-tort advertisers usually don’t represent those cases. Instead, they re-sell the same mass tort leads to firms competing in the same space — which poses a different challenge. Most lawyers don’t want their intake staff calling a hundred unqualified leads just to secure one or two new clients. And when you’re all competing to close the same leads, if your firm doesn’t get that first call in quickly, that opportunity’s already gone. Mass torts with numerous plaintiffs make defendants more likely to settle and avoid risking bankruptcy over expensive litigation costs. This provides a strong incentive for lawyers to specialize in mass tort and grow more revenue for their firm. As a result, smaller firms and solo practitioners may have trouble competing in the mass tort space or acquiring new clientele.
This article explains a couple of the ways we generate the best leads for quick conversion.
The best kind of lead is one that has the “cold” taken out of the “cold call”. This means you have as much information on these leads as possible before even contacting them.
This is where many mass tort lead generation companies fail. Even if they can provide the quantity, they often lack the ability to provide quality.
We prefer to do both. That’s why before we ever even transfer leads, we gather as much information on them as possible. This means you can spend less time figuring out if they are even qualified and more time converting them.
We do this by providing forms for consumers to fill out which allow them to provide case and request-specific information. We also learn if their case or request falls into your practice area as well as if their geographic location is one you cover.
This means when you receive mass tort leads from us, they will already be leads you can service.
Anyone who’s motivated enough can find unscrupulous ways to generate leads for pennies on the dollar to sell their clients. Less savory tactics might include:
- Harvesting email addresses or buying vendor lists, then repackaging them as prospects’ contact information for batch sales
- Delivering the exact same lead to as many different buyers as possible, forcing firms to race each other to close clients
- Using bait-and-switch ads for unrelated products and services that fool users into giving up their contact information to generate leads
But here’s the good news: You don’t have to sacrifice volume to get quality mass tort leads delivered every month that meet your firm’s stringent ethical and legal requirements. Today, Best Case Leads delivers over one million qualified leads each year to several hundred law firms nationwide. In fact, many firms that partnered with Best Case Leads back in 2015 are still with us today. But what makes Best Case Leads so successful at mass tort lead generation? Let’s start with one tried-and-true tactic that ensures we deliver only the highest quality leads for our clients: A/B testing.
A/B Testing Improves Mass Tort Lead Quality and Conversions
You’re probably thinking, “How do tests like these help me get more new clients through the door?” We created a video to quickly educate prospective clients about prescription drug side effects. Taxotere, for example, which doctors currently use to treat 75% of all breast cancer patients in the United States. For a decade, U.S. oncologists prescribed Taxotere to treat breast cancer without knowing it could possibly cause permanent hair loss. However, doctors and patients in other countries (like Canada and France) were warned about this side effect risk before treatment. Once the FDA got involved, the drug’s manufacturer, Sanofi-Aventis, finally agreed to update Taxotere’s U.S. warning label in December 2016.
Individuals who watched this video were then invited to click a link to a registration form hosted on our website. There, anyone who’s experienced hair loss for six months or longer after finishing Taxotere chemotherapy can complete the qualification form. Once we confirm that this person received Taxotere chemotherapy during that 10-year eligibility period, we ask for current contact information. Then, we match pre-qualified leads with a Taxotere attorney accepting new clients in that area using each prospect’s area code. We follow a similar formula for all mass tort leads:
- Engage potential leads
- Educate about the current mass tort and how to join
- Qualify to confirm eligibility
- Connect with a nearby attorney
- Convert into mass tort clients (this last step’s up to you, but we also have our own U.S.-based call center agents to handle the intake process)
Qualifying Mass Tort Leads Through SEO
When people have a question about the side-effects they are experiencing from taking a certain drug, where do they go? What about if someone wants to learn if others have gotten hurt due to a faulty product?
Likely, the first place they will go is online and use a search engine to find their answer. This means those who have been affected by an issue covered in your practice area–i.e., a qualified lead–will be getting their first line of information from the sites they see based on what exactly they searched.
To make sure we are in a top position to provide this information to qualified leads, we prioritize SEO in our mass tort marketing.
We do so in many ways including keyword targeting and content production.
This is where we make it a point to know exactly what people are typing into their search engines when they are looking for an answer to their specific problems.
This allows us to use these popular keywords and long-tail keywords to make sure our microsites rank in the top positions of search engines. This increases the likelihood that a potential lead will come to us for more information.
Targeted Content Production
Knowing exactly what problems people are searching for answers to has another benefit. It allows us to produce content that targets these different practice areas.
We have a staff of attorneys and editors who consistently produce articles providing this type of information on every major practice area.
Thereby the leads we generate for you from these microsite information sources will already have shown interest. These are the type of qualified leads that can be quickly converted.
High Volume Plus High Qualification Equals Greater Success
Quantity usually sacrifices quality and quality usually sacrifices quantity. But in the competitive world of qualified mass tort lead generation, neither of these sacrifices are ones small law firms can afford to make.