Over the last decade, digital marketing has become one of the most dynamic tools for law firms looking to expand their client base, extend their business reach, and maximize their investment returns. In fact, according to a 2020 report from the MIT Technology Review, the average American spends approximately 24 hours a week browsing the internet – that’s over twice the amount of time people spent online ten years ago.
However, it can be incredibly challenging for a law firm to effectively engage users in an ever-expanding online world with a seemingly infinite amount of ad content. This is where native advertising plays a key role. By capturing the attention of users with an approach that feels more organic and less manufactured, native ads allow users to engage with your firm on their terms – making them significantly more likely to commit to working with you.
What Is Native Advertising?
Native advertising is a paid type of digital marketing that aims to engage users with content that feels sincere and organic rather than manufactured and disingenuous. By integrating key data – such as your target audience’s geographic location, browsing platform, and more – within your native ad campaign, you can seamlessly incorporate your law firm’s promotional content into a user’s everyday online experience. Essentially, native ads mimic both the form and function of the content on a page that a user is already surfing, meaning your audience is substantially more likely to trust them.
Types of Native Advertising
Mass Tort Alliance leverages Taboola, the world’s most popular and effective content discovery and curation platform, to promote native ads on targeted, trusted sites. There are several distinct types of native ads, and each of them brings a different set of advantages to your campaign. Generally, there are six main types of native advertisements:
- In-feed units – One of the most common types of native ads, in-feed units mimic a site’s content by appearing as a sponsored blog post, article, or editorial content. These ads often feature attention-grabbing headlines, such as “12 Ways to Maximize Your Investments,” or “How to Save Hundreds On Your Mortgage.” While their format may vary from site to site, they always mimic the page’s existing content.
- Paid search units – You know that coveted top-of-the-page real estate on Google search results? Those slots are often occupied by native advertisements intentionally designed to appear as organic search results. While these ads do feature prominent disclaimers, they still occupy some of the most valuable space on the internet.
- Recommendation widgets – These types of native advertisements are often featured on webpages as recommended content. For example, if a user is viewing a recipe on a cooking website, then they may see a native ad for another type of recipe in their recommended content list. These ads can appear on the margins of a site or near the end of an article and are often completely indistinguishable from a site’s regular content.
- Promoted listings – Over the years, e-commerce has become a particularly lucrative method of maximizing profit margins. Promoted listings appear as organic results when a user is shopping for a product online. For example, if you’re searching for a new pair of running shoes on a site like Amazon, you may see several native ads for various types of running shoes listed at the top of the page. Since these products occupy a more prominent space, an online shopper is more likely to engage with the advertised product.
- Displays with native elements – Although flashy display advertisements can be seen as a nuisance, incorporating native elements helps contextualize your promotional content within a site that’s relevant to the services your firm provides. For example, if a user is researching the side-effects of a defective drug, an advertisement from your firm’s bad drug mass tort campaign may appear on that page – and if that user engages with your advertisement, then you’ve begun one of the most important steps in generating a potentially valuable case lead.
- Customized ads – With custom native advertisements, the possibilities are truly endless. These types of ads are often fine-tuned to fit a variety of social media platforms, allowing you to diversify your mass tort campaign. For example, you may create an ad formatted as a poll on Twitter, a video on YouTube or an OTT platform, or a story on Instagram. Some companies have even created custom Snapchat filters to advertise their content. At Mass Tort Alliance, our skilled content creators are well-equipped to create a variety of custom native ads for your law firm.
Incorporating User-Generated Content
Today’s digital world is saturated with inauthentic content. Internet users today continually crave sincere, meaningful connections with other people. By incorporating high-quality user-generated content, such as client testimonials, into your advertisements, you can produce an advertising experience that feels more personal and organic for your online audience. User-generated content is especially critical when marketing mass tort campaigns, since potential clients are more likely to trust law firms that have obtained genuine results for genuine people.
- Establishing your goals – One of the most important first steps in creating a native ad campaign is figuring out exactly what you want to accomplish, and how you want to accomplish it. Since we’re a full-service, solutions-oriented digital marketing and case procurement firm, we’ll focus our resources on effectively generating high-quality business leads and expanding your client base. Our primary goal is to connect your firm with as many qualified mass tort lawsuit claimants as possible.
- Creating your message – When constructing a mass tort campaign, it’s critical to establish who your target audience is, and what you want them to know about your firm. Are you trying to reach potential clients who have suffered serious health complications after an interaction with a defective drug, product, or medical device? To effectively generate valuable case leads, it’s important to let your potential clients know how your law firm will help them achieve justice.
- Choosing your format – As discussed before, when it comes to native advertisements, the platform possibilities are seemingly endless. At Mass Tort Alliance, we know that one of the most efficient strategies to optimize the lead generation process is through a multi-platform approach. By starting off with a small budget to promote your content across a variety of digital platforms, we’re able to effectively gauge the market, and discern which platforms produce the best results for your firm.
- Creating your content – Your customer-facing content plays a critical role in defining your online presence. It’s extremely important to place yourself within a user’s shoes to think about how they’ll experience and interpret your message. When it comes to writing copy for mass tort campaigns, it’s important to stay assertive yet compassionate, and informative yet concise – remember that your online audience may be going through a difficult time and will want to obtain justice against all negligent parties. Additionally, utilizing eye-catching visuals – like photo or video content – is an effective way to command the attention of your online audience.
- Organic posting – Organically interacting with your followers on social media is an effective way to gauge the success of your promotional content. By posting your native advertisements on platforms like Twitter, Instagram, and Facebook, you’ll be able to gauge exactly how much user interaction a post is receiving through likes, comments, and more. Many social media platforms even offer accounts specifically tailored for businesses, where you can directly observe valuable user analytics.
- Measuring performance – As discussed previously, our multi-platform approach allows us to accurately gauge the performance of your promotional content. By casting a wide net to assess the market and then honing-in on your most promising prospects, we provide you with an efficient digital marketing strategy to help you maximize your investments and measure your success over time.
- Replicating success – In order to optimize the lead generation process, we’ve designed our digital marketing strategy to support only the most successful native advertisements. After assessing which types of ads render the most promising results for your firm’s mass tort campaign, we begin to gradually pool our resources into fortifying those promising prospects. Additionally, we collect key data from successful leads – such as engagement trails, client demographics, and more – to discern exactly how a curious potential client is converted into a qualified claimant. Essentially, the more user data we collect, the more we learn about how to replicate our success.
- Remarketing – One of the most effective methods to ramp up the performance of your native ads is to target users who have completed meaningful engagements. When a user clicks on an ad linking to your website, or inputs their information in a questionnaire, this shows that they are interested in your law firm. By retargeting those users with tactful follow-up content that’s more fine-tuned to their needs, you’re effectively nurturing a potentially valuable business relationship and establishing a well-grounded impression for the future.
Why Choose Mass Tort Alliance For Native Advertising?
While many digital marketing firms offer native advertising services for a variety of businesses, we specialize in creating ad content that’s tailor-made to maximize the success of your legal practice. With our innovative strategies and collaborative approach, we’ve been able to maintain our position at the legal marketing industry’s forefront for well over a decade.
Because our team of highly skilled professionals is dedicated to continually optimizing our systems, we only offer the industry’s most cutting-edge digital marketing techniques. To discuss how our firm can fortify your firm’s mass tort campaign, contact our offices today.