11 Tips for a Class Action Lawsuit Marketing Strategy From a Fractional CMO

As organizations become more hybrid or remote, and companies find that they can outsource some of their functions, the fractional law firm CMO becomes a pivotal player in their marketing strategy.

For law firms, class action lawsuits can provide a sizable payday and attract more customers, but they require a solid marketing strategy to secure leads and willing plaintiffs. We’ll then dive into the class action lawsuit marketing strategy from a fractional CMO. 

What Is the Difference Between a CMO and a Fractional CMO?

Not all businesses need the expertise of a CMO on a full-time basis. A CMO heads the marketing team as a C-level executive and is responsible for all marketing efforts within a business. This is a full-time role that typically involves a few additional permanent staff members, which could result in a high salary bill and increased HR duties. 

For firms that want to bypass the HR role and have more flexibility in their marketing efforts, there’s the fractional CMO. The firm has the benefit of having a professional onboard, without the hassles of full-time employment. 

The fractional CMO is a contract employee, and they may have other clients on their books as well. This means that their exposure encompasses various industries and marketing efforts, thereby increasing their input value. 

How Much are Fractional CMO Hours?

A fractional CMO for professional services is typically at the top of their career and can demand a six-figure salary, which may not be feasible for small businesses, such as boutique law firms. Fractional CMOs enable these businesses to have the expertise at their fingertips, allowing them to maintain a workable cash flow. 

Expect to pay around $200 to $400 per hour, with the length of the contract and the daily hours at your discretion, based on your marketing needs. 

What Is a Fractional Law Firm CMO?

Fractional law firm CMOs typically have a legal background or credentials in the legal field. They can navigate the marketing needs of a law firm without being tied down to a single firm or as a permanent employee. 

Their expertise is essential in developing a marketing plan that caters to the unique needs of the legal environment, including compliance, complex terminology, understanding client needs, and the marketing challenges that legal professionals may encounter. 

Why Class Action Lawsuit Marketing Strategy Needs a Different 

Class action lawsuits are challenging from a plaintiff’s perspective, which is why you’ll want to employ the class action lawsuit marketing strategy from a fractional CMO. Before a client embarks on a lawsuit, they need to know that the firm handling the case can see it through to a successful conclusion.

They want to know whether you have the resources to take on the giants, which include financial resources, time, and a strong workforce. 

11 Class Action Lawsuit Marketing Strategy Tips 

A marketing strategy is essential when you want to land class action clients. To generate quality leads, you need to get in front of these clients so they understand what you do, how you plan to do it, and what’s in it for them. 

These tips will help your ranking efforts on search engine results. 

1. Create a Specific Investigation Landing Page 

Your class action lawsuit marketing strategy, led by a fractional CMO, will result in a landing page designed to capture leads and convert them into clients. A landing page is where your site visitors end up after clicking a link to an ad. 

Here is some information you should include to help clients decide whether to work with you on their class action lawsuit. 

Be sure to include:

• The types of class action lawsuits you handle 
• A brief overview of previous class action lawsuits, especially wins and testimonials 
• What are you working on at the moment 
• What help do you offer during the lawsuit 
• Contact information

By providing the correct information on your website, you can make the most of your search engine optimization (SEO) search terms. For instance, you can tailor your SEO techniques for injury lawyers, divorce lawyers, and in this case, class action lawsuit lawyers. 

2. Adjust Existing and Create New Content

A CMSWire article highlights the importance of updating your existing content, and for law firms, this becomes an essential component in educating your client base. A class action lawsuit marketing strategy from a fractional CMO will include content updates as part of the content plan. 

A content update can help your website in the following ways: 

• Ensures your clients have up-to-date information 
• Always have the most up-to-date facts and figures available 
• Update industry experts and quotes as needed 
• Adjust content to be more relevant to current situations
• Improve your search engine ranking as your content is more relevant to current search results 

While refreshing existing content is crucial, maintaining a regular content schedule is also essential to cover new topics. This ensures you can capture the interest of readers and build trust and authority on your site. 

3. Roll Out Paid Search Campaigns Based on Audience Research

Paid search campaigns, such as pay-per-click (PPC), offer you the opportunity to rank your content higher. See this as a form of online advertising that’s designed to get your content in front of interested clients. 

It’s estimated that the global spend on search advertising will reach $221.88 billion by 2026 and is projected to grow to as much as $260.97 billion by 2028. 

4. Add on Social Media

According to an article published in The National Law Review, law firms can benefit from incorporating social media into their marketing strategies. Not only does it help you boost your online presence, but it can also be a vital source of clients and recruits. 

Content, such as white papers and thought leadership articles, can also enhance the credibility and trustworthiness of your firm. 

5. Retarget with the Google Display Network and Programmatic Ad Platforms

Instead of simply opting for search engine ad placement, it may be worth targeting your ads to readers who consume content related to your brand. This occurs through the Google Display Network, which places your ads on sites that match the search criteria of your target audience. 

Instead of just targeting a higher ranking, you’re now placing ads directly on web pages. 

Take this one step further with programmatic ad placement. This enables you to receive real-time updates on your advertising, allowing you to remain relevant even during ad campaigns. 

6. Collect and Segment Emails

Sending emails to a targeted audience can effectively reach those who are open to your services, resulting in increased conversions. For instance, information such as demographics, previous interactions, and engagement levels will ensure that the campaigns reach the right readers. 

7. Write Press Releases

Using the media as a means of marketing is an effective way of reaching your ideal client. A well-written press release is a way of marketing your firm with the help of a journalist. You can include all the relevant information you need to convey, without it appearing salesy. 

When a press release forms part of a class action lawsuit marketing strategy from a fractional CMO, it can include the following: 

• Introducing a new hire to the firm who has a history of winning class action lawsuits 
• Using the press release as a showcase for recent class action lawsuit wins 
• Partnering with other firms that specialize in class action lawsuits 

This is the opportunity to reach readers by breaking down legalese and captivating them with facts and concise writing. 

8. Showcase Previous Case Studies

For a client to trust your firm, they want to know how you handled other cases. Testimonials and reviews can help, but for a deeper look into your process, you need to share a case study. 

A case study provides readers with an in-depth view of what you’ve worked on before and how it benefited your clients, for example, previous mass tort marketing campaigns and their success. 

It also enables you to connect with potential clients through a powerful sales tool: storytelling. While facts and figures might go a long way, there’s no better way to seem approachable and caring to a potential customer than with a heartfelt story of someone just like them. 

9. Set Up Interactive Forms for Initial Screening

Interactive forms on your website and emails offer you the opportunity to segment your readers. This leads to better conversions and also provides a clearer understanding of what your clients are looking for.

For instance, if you’d like to improve lead generation for personal injury law firms, it’s crucial that your initial screening includes personal injury questions to get the correct department involved from the get-go. 

There’s also the time factor to consider. When you’re dealing with class action lawsuits, you want to get through the work as efficiently as possible. By allowing clients to complete their own forms, you’re saving on the time it takes to complete a client intake. There’s also a lower chance of making mistakes, which increases data accuracy. 

10. Partner with Law Firms and Consumer Advocacy Groups

When you’re working on a class action lawsuit marketing strategy from a fractional CMO, budget comes into play. You need to pay for writers, designers, CMO consultants, the actual ad campaigns, and a variety of other costs that arise. And that’s before you even meet with a single plaintiff. 

By partnering with other law firms and consumer advocacy groups that share your firm’s vision and values, you can tap into their resources to reach your ideal client. These partnerships can also help with: 

• Better client acquisition by tapping into a larger client pool 
• Faster processing speeds due to increased resources such as time, money, and workforce
• Specialized expertise that increases the odds of a reasonable settlement 
• Advocacy and awareness for the cause

Partnering with others, especially if you’re a smaller firm or you’re entering a new area of expertise, can boost your credibility in the eyes of potential clients, the public, and the defendant. 

11. Work With a Law Firm FCMO

A law firm FCMO can provide a clear strategy without having to reinvent the marketing playbook, as they’re already immersed in the technicalities that surround legal marketing. They have the experience necessary to steer the campaign towards a clear goal of class action lawsuit client acquisition, without stepping on regulatory toes. 

Elevate Your Fractional CMO Class Action Lawsuit Marketing Strategy With Digital Authority Partners

To get the best out of your marketing strategy, it’s essential to consider a class action lawsuit marketing strategy from a fractional CMO. These professionals have the expertise in both legal and marketing arenas to help you define your offering, leverage your knowledge, and attract qualified leads. 

To get more information on how a fractional law firm CMO can help your firm reach its ideal class action lawsuit clients, simply reach out to us, and one of our consultants will get in touch.