Hancock Injury Attorneys: Local Marketing That Drives Real ROI
As Marketing Director for Hancock Injury Attorneys, I had the opportunity to create and execute marketing strategies that truly supported a local business in attracting the right clients. Instead of casting a wide (and often expensive) net, my focus was on hyper-local targeting, ensuring that every effort directly connected with the Tampa Bay community and drove measurable ROI.
SEO & Content Strategy
I developed a content plan built around local, high-intent keywords such as “Tampa car accident lawyer” and long-tail searches like “Can I change lawyers in the middle of a car accident lawsuit?”. By answering community-specific questions and writing about timely, local legal topics (such as changes to Florida auto insurance laws), we positioned the firm as the go-to local resource.
Results: Improved organic traffic, stronger lead quality, and higher local search visibility.
Paid Advertising & Remarketing
I designed and managed digital ad campaigns across Facebook, Google Display, and YouTube, optimizing toward ROI. By leveraging remarketing and audience targeting, the firm consistently outperformed legal industry benchmarks:
- Facebook Remarketing Ads: CTR up to 5.54% vs. industry average of 1.61%
- Google Display Ads: Conversion rate of 17.91% vs. industry benchmark of 1.84%
- YouTube Ads: View rate of 34.92% at just $0.05 CPV
These campaigns ensured that the firm’s message stayed in front of local clients actively seeking legal help, not just broad audiences.
Video & Traditional Media Integration
From TikTok and Instagram Reels, long-form YouTube videos to a Hulu streaming ad buy, I leveraged both modern and traditional channels to reach potential clients where they were consuming media. A localized billboard campaign generated buzz across Tampa, while the Hulu spot—strategically geotargeted—drove strong awareness in the firm’s service area. I managed all steps of executing these efforts, from ideation, production to placement.
Reputation Management & PR
To strengthen trust in the community, I implemented a review outreach system, automated follow-ups, and client-friendly asks. Additionalyl I fervently managed the firm’s Google My Business Profile to ensure visibility in the 3-pack as often as posssible. I also secured press coverage in outlets such as CNBC, Tampa Magazine, and U.S. News & World Report, amplifying the firm’s reputation as a trusted authority.
Email Marketing & Drip Campaigns
Through targeted email campaigns, including newsletters, shopping sequences, and client communication flows, I nurtured leads and encouraged ongoing engagement. For example, a single newsletter directly resulted in 2 new Google reviews, proving how effective consistent client communication can be.
Community Engagement & Philanthropy
Finally, I spearheaded the “1% for Good” campaign, aligning the firm with meaningful local initiatives like the Community Food Pantry, GiGi’s Playhouse, and Making Strides Against Breast Cancer. These efforts not only supported the community but also humanized the brand and deepened trust with local clients.
The Takeaway
By focusing on local, data-driven, and relationship-oriented marketing, I helped Hancock Injury Attorneys increase visibility, strengthen community trust, and attract high-quality local clients—all with a stronger ROI than broad, untargeted campaigns could achieve.
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