Here is what you need to do . Go talk to some of your local TV and cable channels, the more popular the better. All  channels have their morning shows that are targeted to their local area, therefore using local advertising before they would start showing the national advertising.

These types of TV shows usually fill the time slots of anywhere from 9 am to 11 am on your local channels. So approach them and offer to provide legal advice on air, to educate their viewers at no charge, for the airtime. Take on some questions from the audience once a week (or maybe even more often) so you guide them and build trust in the community .

This will not only get you free airtime, but like I mentioned above, it will help you establish your market , additionally helps you become the “authority” in the personal injury legal field in your metro area .

You will be able to clearly separate yourself from your competition, of course you can’t rely exclusively on this for your marketing alone so make sure you also carry this in your personal injury marketing toolbox. For more marketing suggestions browse this website.

The same scenario can be accomplished with radio shows, the more you approach, the higher the chances of getting valuable PR time in your market .

WEB DESIGN (content, call to action, sales funnel) - Starting from the design, optimizing for the highest conversion (conversion can be submitting a form or picking up the phone and calling your law firm ) testing, testing and some more testing .

You look at a website and you might like it, but do the majority of your visitors?

KEYWORD RESEARCH (build list, refine) - building a master keyword list should not be a problem for an experienced search marketer for your firm . Once done, there comes the testing, refining part . Ideally this should be an ongoing process, constant search for better performing keywords and dropping the ones that are not bringing in results.

AD COPY WRITING (multiple, ad testing) - Writing a successful ad copy can make or break the success of your campaign, this is where you need to pre qualify the visitors coming to your website. Going back to the previously mentioned keyword research, they go hand in hand. Here as different keywords they will require a different ad copy.

SEARCH CAMPAIGN MANAGEMENT (analytics, tweaking, conversion tracking) - Once the above mentioned are in place comes the management, constant improvement and adjustment of your campaign. It is strongly recommended that you have a professional manage your personal injury search campaigns for your law firm.

They not only want to find a listing for an attorney but they want his picture, address, phone number and a map showing how to find his office. We have that and more. In fact, when people land on THEIR CITY page, they will find both data quantity and integrity.

In other words, they will have information that’s accurate, fast, and more useful than the Yellow Pages. Because your information is current and up-to-date, that will make you a popular destination for local residents looking for personal injury attorneys.

People will see your business in what one person has called the neon lights of Vegas. We put it more basic terms. We call it the big bright lights of the Internet.

You don’t really have any way to differentiate yourself and pretty soon all of you just start to run together in the consumer’s mind. You have become a member of the herd and you know herd marketing is not very effective.

The one minute spots certainly give you exposure but they don’t really allow you to get your total message in front of people. You can’t give specific information or references and you really can’t say how you are different or what sets you apart from the herd, because you’re in the middle of it.

Yes, you might be building your brand and you might be building trust and you might even get a client from it, but the truth is that you are basically throwing things at the wall and hoping something sticks.

That’s not smart. That’s not cost effective.

In 2006, $9.4 billion was spent on search marketing advertising. This is up by 64% from 2005. What does this tell you?

The consumer is using the Internet more than he is using TV or radio to find the business or product he wants to buy. Smart businesses have re-allocated their advertising dollar to the Internet so they can be readily found by the consumer. Don’t let your competitor be the only one found in your city.

When using search marketing, you are targeting key phrases and keywords on the biggest search engines. Google, Yahoo and MSN are considered the three biggest search engines.

So how does personal injury advertising work with search engine marketing ?

Take a look at the image below, it shows a Google search done for the keyword “Miami personal injury lawyer”.

It shows the internet user is clearly looking for information about a Miami personal injury lawyer. That is very specific and exactly how someone interested in a personal injury attorney in your city would search. If your competitor is already using search engine marketing and you aren’t, guess who will get the call.

The ads to the right, are sponsored ads. I put a red strike on each of the paid advertisement so you can clearly see it . They are triggered only when the user puts in a specific keyword, so if you want your ad to target only the Miami area, you can use Miami as part of the keyword. Additionally you can also manage your search campaign based on the geographic area you want it to be displayed .

Advertising with us allows you to give the consumer information about their legal rights and options. You can give them advice on preserving evidence, protecting themselves after an accident or other grievance, the best way to protect their interests, etc.

In other words, you can educate the consumer to help you help them. It is more than a win-win scenario. They become immediately involved with their case in a way no television or radio ad can encourage. They want to call you because you took the time to point them on the road to recovery and remedy.

You can’t do that in a one minute presentation sandwiched between a beer and personal hygiene product commercial. It just doesn’t work.