Question 1

What is advertising analytics?

Accepted Answer

Advertising analytics is the art of analyzing the metrics involved with your advertising. Advertising analytics involves looking at response rates from advertising against any relevant field such as geography, time of day, ad copy variants, day of week, channel the ad is on, website the ad is on, etc.
Many tools can be used for advertising analytics including Google Analytics, TVSquared, and Google Data Studio, and even Excel. Advertising analytics is ultimately used for ad optimization.

Question 2

Can I define my own campaign criteria?

Accepted Answer

That is one of the things that set our campaigns apart. Every law firm that we work with is different as far as what campaign criteria or case criteria it is willing to accept.
Some firms like to be involved with a multitude of campaigns all at once, others like to go after something that is going to pay out sooner than later.
We do a really good job of working with each client, making sure that we're not just processing cases through, but that we're actually getting the exact criteria that you're looking to accept.

Question 3

Do Facebook ads work?

Accepted Answer

Facebook ads are their own special kind of animal. The thing with Facebook ads is that people are on Facebook with very little intent to see or respond to ads. If they do click on ads or respond to them they have made a drastic switch from surfing social media to conducting business and for some that can mean low conversion rates.
The tradeoff though is that when done right, you can get a lot of leads for cheap on Facebook. But as the saying goes, you get what you pay for.
There are exceptions but I feel it really depends on what you are pushing on Facebook. There are more options to target people on Facebook than most would care to shake a stick at and that’s what makes it an appealing forum to advertise on.

Question 4

Do Instagram ads work?

Accepted Answer

Instagram ads largely operate by promoting posts. As such Instagram is more designated for brand awareness. It does share many of the targeting parameters that Facebook has (Facebook owns Instagram) but the nature of the app itself means a lot of that data is based on where the user has been before, not what they are doing right now.
If you have a lot of reliance on visual elements and Instagram posts garner users and likes, then this forum may work for you.

Question 5

Do you have a good conversion rate?

Accepted Answer

Many factors play into conversion; however, our goal at Atraxia Media is to provide you with a valuable return on your investment.
We are not just a lead provider. We generate the leads, but the most important thing we do at Atraxia Media is to make sure that we get in front of consumers as quickly as possible, get them screened to your firm's case requirements, sign them on your law firm's behalf and work with them.
As our testimonials show, we've had clients that have told us that, once they go to pull medical records, we convert at a much higher rate than anybody else that they've worked with. And that is the thing that we want to hear the most.

Question 6

Do you have any kind of app to manage my leads and cases?

Accepted Answer

Yes. The Atraxia Media app provides reports that help you stay efficient and in budgets and track according to budgets.
Our app provides reports of spends - ads, social media, TV, radio - and of intake case wise - grouped by daily, weekly, monthly, and lifetime. You can find reports on contracts signed by you or contracts signed by us. Also, you can search for any records by phone, name, or email.

Question 7

Do you offer reporting?

Accepted Answer

Yes. Every client receives reporting on budgets, contracts, and pending clients on a daily, weekly and monthly basis.
If you have a question, we'll answer it, in a way you can clearly understand.

Question 8

Do you use client management software?

Accepted Answer

Yes. We work with the latest technology for tracking and gathering statistical data - the Atraxia Intake Management System (AIMS) - which eases our work and greatly helps your firm as well, as your workload is also greatly reduced and simplified.
AIMS helps us combine advertising, first contact and screening operations for your law firm and helps you gather evidence to support the validity of a case.

Question 9

How can I improve my law firm’s client intake?

Accepted Answer

Client intake is one of the most important functions within a law firm and it should leave your clients with a very positive reaction. Ways to improve your law firm’s existing procedures for successfully accomplishing this:

Develop an intake system that is separate from your website
Create a new-client checklist
Automate your firm’s client agreements
Use digitized standard form templates
Keep track of new clients to efficiently identify their needs
Use notes to improve your service
Train all employees in its use
Follow up after your clients have submitted an intake form
Use e-Signatures

You also have the option to work with a legal marketing firm such as Atraxia Media. Our contact and screening center and our questionnaire and signing specialists work to ensure that your law firm can receive signed claimants.

Question 10

How do law firms advertise?

Accepted Answer

You can reach potential clients through traditional ads in newspapers and on television, digital campaigns, or combinations of the above-mentioned platforms. Putting your law firm’s presence in front of the exact, targeted faces at exactly the right time and exactly the right price is the magic combination.
According to your firm’s budget, market, and goals, you can advertise on the following media platforms:

TV: Local and affiliate stations, cable TV, and broadcast TV
Radio Ad Placements: Local, national and regional radio, satellite radio, and syndicated radio
 Print and Direct Mail: Magazine ads, newspaper ads, community publications, wraps, fliers, free-standing inserts, and direct mail from targeted mailing lists


Digital Media: Banner ads, digital video ads, pay-per-click ads, digital rollout campaigns, email blasts, and campaigns
Outdoor: Local theater ads, bench ads, bus wraps, and billboards

Atraxia Media provides qualified retainers to law firms looking to find clients for specific case types related to mass torts.

Question 11

How do mass tort law firms get new clients and cases?

Accepted Answer

If you are a law firm looking to grow your mass tort practice area, marketing is key.
To get to a higher number of clients per month, you have to be where your ideal clients are looking for lawyers and information regarding their needs and legal challenges.
Your law firm can invest in:

TV ads and a strategic media buying plan
A digital strategy with targeted ads, lead nurturing emails, and landing pages
An intake strategy to manage the volume of calls that your ads and media placements will deliver

Question 12

How do you market a law firm?

Accepted Answer

We test and track many funnels utilizing the most effective and focused strategies with ads on channels that range from TV, radio, web directories, online search, mobile search, social media, and the list goes on.
If you also request assistance with incoming leads, then we start a pre-qualification process for the leads before transferring them to your law firm. We weed all the leads that are coming through down to what's actually qualifying for your law firm. Next, our staff follows up with people who have been qualified by our intake department.
We also complete an interview to make sure that they have a legitimate case. After they agree to the terms of the contract, you get your contracts signed, which makes your work easier and less overwhelming.

Question 13

How do you market yourself as a mass tort attorney?

Accepted Answer

If you're a lawyer interested in mass tort cases, it's important to know that before you plan a mass tort marketing campaign you must first determine your target audience:

Who is your best potential client?
What's their age, race, religion, gender, income, education level?
How does that group of individuals get their information?
Should you launch a TV advertising campaign, take to the radio waves or advertise in the local papers?

Also, the client acquisition process doesn’t stop once the phone starts ringing. You need to have a solid plan in place on how to handle the clients' intake and evaluation of their cases. Many times it’s smart to enlist the help of a marketing agency, such as Atraxia Media, who can spearhead the development of your marketing campaign and also the associated media buy required to get your message out there. You could also consider having a marketing company complete the intake process for you. At Atraxia Media, once we find the right claimants for your firm, we send them to you, along with the necessary documents related to the case.

Question 14

How does Atraxia Media secure new clients for my law firm?

Accepted Answer

Our success is based on the success of what we can provide to your law firm. That is why we keep control over how we are sourcing and we can generate quality as well as volume.
Our team uses only compliant and source-approved media and handles every aspect of the advertising process. Our intake department, which is fully staffed to handle the multitude of volume that we have, runs simultaneously 6-8 different campaigns with different litigation across the board for law firms.
What we want is to make sure that all the leads that we're generating hold value and that, in the long run, our campaigns have less of an attrition rate than other marketing entities.

Question 15

How does lead generation work?

Accepted Answer

Our leads are all self-generated through our own internal campaigns. We make sure that our marketing is ethical and we do a very good job of sourcing. We don't purchase leads and we don't work with other vendors to generate leads.
We are aligned with the law firms that we work with and have the same goal in mind: compensable cases. That is why we generate not only leads but also signed contracts in the mass torts arena. What we want is for you to feel that our intake department is an extension of your intake staff in-house. That way, we have full control of the entire package we offer you from start to finish.
We know exactly how everything is sourced and we screen everything in-house. Call us today to see how it works for your specific practice areas.

Question 16

How does your billing work?

Accepted Answer

We want to be as transparent as we possibly can so that you actually know what the market value of generating cases is.
A lot of marketing entities try to undercut costs just to get money coming in, and that suffers on quality, it suffers on volume and it suffers on the overall cost per case. In that, when the market fluctuates, these entities have to go back and change their cost to whatever they might need.
We don't guarantee a specific cost per contract.
One of the ways that we are transparent with you is by charging an agency fee and thus, being able to show what the marketing was able to generate. We work everything within a range, typically within $100-200 per case.
This is because we run everything on a cash buy basis. We push all the money on the market and let it take control so we can generate as much volume as we possibly can in as short of a time frame as possible. That way we can analyze our campaigns and move things around, move budgets around based on what we see and we can control all of the aspects of a campaign.

Question 17

How marketing plans should look like in a mass tort law firm?

Accepted Answer

You can pursue mass tort cases no matter the size of your law firm. However, it can be difficult to know how to market your firm in the crowded field of mass tort law firms. That’s where Atraxia Media comes in. We effectively market for mass tort cases by using marketing plans that include:

Television, as it is one of the best mediums for displaying your ads.
A strategic media buying plan to place your ads in front of the right audience.
 A comprehensive digital strategy that includes everything from targeted ads to custom landing pages and ensures that we're reaching people online who need your services.
A sophisticated intake strategy with a dedicated system in place which helps us manage the increased volume of calls that the ads and media placements deliver.

Question 18

How much should my law firm spend on average on marketing?

Accepted Answer

What percentage of the revenue you spend on marketing relies on intrinsic factors of your practice including size, areas of law, and marketing strategy. Make sure your marketing partners have transparency in their pricing.
Let’s say you have $20,000 to spend on a marketing campaign. And your goal is to acquire 20 new clients with that budget.
Marketing companies that have a traditional approach may apply that budget to a variety of media channels without being able to guarantee you'll achieve your end goal of gaining new clients.
With this approach, there’s just no way to tell if they'll deliver 20 new clients with your $20,000.
However, if you work with us, we'll be as transparent as we can so that you know the market value of the cases we generate for you. One of the ways we're transparent with you is by setting an agency fee, for example, a 15% markup to the actual marketing campaign. That way, when we deliver the results, you can see what the marketing dollars were able to generate.

Question 19

What are TV ads and do they work?

Accepted Answer

Television advertising starts with a produced commercial that relays a message which aims to produce an action that benefits the advertiser. The creation of the produced commercials can vary widely in cost depending on a variety of factors including video production, commercial length, actors, video editing, and even legal consulting. Costs generally vary from $1,500 to hundreds of thousands of dollars. Television ads can have a variety of different goals such as getting consumers to buy a product, promote a brand, generate leads, or promote a political cause. The cost also depends largely on whether you run on local television stations and/or national networks.
The time of day and during what events your commercial runs also heavily affects the cost. Television advertising is often used in conjunction with internet advertising and can greatly enhance organic traffic for your web site. The reach of television further exemplifies its effectiveness in that it reaches approximately 70% of the population in a day, and 90% in a week. The question of whether television advertising works depends on your definition of “works”. Television definitely gets eyeballs but many factors including the effectiveness of the message, the day-part, the geography, the cost, and even back-end logistics (such as easy to remember phone numbers, call center effectiveness, product availability, etc.) can make or break your campaign.
At the end of the day, yes, television advertising does work. There is a reason so many corporations are using television to move their products. However, in order to set yourself up for success, clearly define your goals for the advertising and figure out if the time and cost are worth it for your business. Consult with a television advertising expert who has experience in your sector and they should be able to offer you some guidelines for success.

Question 20

What information do you provide for each lead and case?

Accepted Answer

We collect full contact information and case-specific details about: types of injuries, exposure or use of a certain product, age, diagnosis, treatment, and annual income. All of this information is transmitted directly to you.

Question 21

What is a radio ad?

Accepted Answer

A radio ad is a produced audio commercial that can air on over-the-air radio stations as well as internet-based radio services like Pandora or Spotify. Radio advertising has a niche in and of itself in that radio in this day and age is typically listened to by people commuting to or at work. Many advertisers want to target that audience. The trade-off with radio is that it typically works better with repetition (running multiple commercials overtime to keep the message in the listeners' head). A radio listener simply isn’t typically in a forum where they can write down a phone number or web site right away but with repetition, it’s a medium that has proven to generate response.
Some methods to increase effectiveness include having your copy read by local radio talent and having easy to remember response mechanisms like phone numbers and web sites.

Question 22

What is ad development?

Accepted Answer

Ad development is the process by which an advertisement for any given medium is made. The process typically begins with brainstorming and concept mapping.
You decide what message you want to convey, how you want to convey it and record your thoughts. When you are developing ads it helps to know the audience you are trying to reach and what they find appealing.
Ad development starts with an idea and ends with the full production of an advertising piece such as a banner ad, television/radio commercial, social media ad, or billboard.

Question 23

What is ad optimization?

Accepted Answer

Ad optimization is the art of maximizing the outcome of your advertising. Ad optimization can be achieved in many ways.
Ad optimization should be performed on each marketing tactic employed, as well as optimizing the fit of those tactics into the marketing strategy as a whole.
Ad optimization is borne from advertising analytics such that you are making changes to ads and ad placement based on what you find looking at analytics.

Question 24

What is media placement?

Accepted Answer

Media placement is the art of making hopefully intelligent decisions regarding where you place your media.
There are a ton of decisions to be made regarding media placement if you are starting from scratch. Depending on the product you are promoting certain mediums and channels have the potential to work better than others. It helps to understand advertising analytics and user intent when considering media placement. When looking at media placement, user intent can be especially important when recruiting leads because leads recruited via keyword searches (PPC) usually convert much higher than leads recruited from display banners.
That is where the user is only presupposed to have interest in the advertised product. Media placement via television advertising to a phone number is ultimately high intent because the customer heard the message, felt qualified, and put in the effort to reach out. Unless your advertising message was misleading, you should have little problem closing a high intent lead so keep that in mind when considering media placement.

Question 25

What is pay-per-call TV?

Accepted Answer

Pay per call TV is an arrangement to buy television advertising but instead of paying per commercial airing (spot) you pay per call received from said television spots running. The organization running the spot would be incentivized to use a very enticing message that garners calls with even the slightest hint of interest while the advertiser would rather use a very focused message with only the best of the best high intent calls.
The pay per call model puts some of the risks in the hands of the television networks as opposed to just the advertiser if no response is generated from the commercials.
If the commercial and optimization are done really well, then a lot of calls are generated in an efficient manner and the television network can make a lot of money from sold calls.

Question 26

What is radio advertising?

Accepted Answer

Radio advertising is simply the process of buying advertising that is placed on radio as a medium. Radio is now loosely defined as either terrestrial radio/over-the-air (OTA) radio or internet-based radio that is usually run through satellite devices or apps found in iOS or Android.

Question 27

What is social media advertising?

Accepted Answer

Social media advertising is simply advertising on one of the social media platforms like Facebook, Instagram, Twitter, or Linkedin.
Each platform has its own advertising interface with special types of targeting. Facebook, for example, allows for the creation of audiences to target based on customer profiles you can upload to Facebook or define specifically within their interface.

Question 28

What is the average budget law firms spend on marketing?

Accepted Answer

The average law firm budgets and invests in marketing just shy of 2% of their firm’s revenue. This translates to an average of about $19K per $1M of revenue.

Question 29

What practice areas do you cover?

Accepted Answer

We cover a multitude of product sectors in the mass torts arena. Atraxia Media reaches out to people who have various types of injuries dealing with dangerous drugs, asbestos, medical devices, and other dangerous products.

Question 30

What's the difference between lead generation and client acquisition?

Accepted Answer

Even though client acquisition and lead generation both fall under the efforts of attracting new clients, there is one main difference between them:

With legal lead generation, the potential clients your law firm gets in contact with may or may not be qualified.
With client acquisition, you are likely receiving a filtered, vetted, and confirmed qualified plaintiff that fits the specific requirements of a case.

You don’t have to go through the long process of finding new clients on your own. At Atraxia Media, we offer a unique client acquisition service to attorneys and law firms looking for qualified retainers for a variety of mass tort cases.

Question 31

When can I start receiving cases?

Accepted Answer

As soon as we receive the necessary funds from your law firm, we begin gathering your requirements and the necessary data and implement your marketing campaign immediately.
Most of the law firms that trust us with their marketing campaigns begin receiving signed cases by the end of the day.

Question 32

Why do law firms need marketing with signed contracts?

Accepted Answer

Most marketers for law firms focus on lead generation to bring in new clients. Atraxia Media has worked with marketing law for over 20 years and this has provided us with extensive experience and kept our approach to marketing strategies fresh.
In our experience, we were able to see first hand that when marketers generate leads and those are sent directly to the law firm for workup, the most important part of the process, which is converting the lead from an initial inquiry into a client, can fall short. This is why, in our marketing process, we focus on delivering signed contracts. We not only generate leads but also engage these consumers as quickly as possible, educate them about the mass tort and how to join, get them screened to your law firm's requirements, sign them as clients on your law firm's behalf and continue to work with them.

Frequently Asked Questions

Analytics

Atraxia Intake Management System

Campaign Management

Client Intake

Law Firm Marketing

Lead Generation

Mass Tort Practice Area

Media Buying

Radio Advertising

Social Media Advertising

Television Advertising