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Law firm marketing is an attorney’s process for creating, communicating, and delivering offerings that have value for customers. There are many channels for communicating a lawyer’s message such as search engine optimization (SEO), television commercials, billboards, magazine advertisements, and social media platforms.
In this article, I’ll dive into video marketing and explain why you should be marketing your legal practice, what that looks like, and how marketing can be the bridge from where you are now to where you want to be.
I’m not the only person that pictures Larry H. Parker got me 2.1 million commercials when thinking about lawyers. The over-simplified, cheesy bulldog law commercials of the 1980s might have worked a generation ago, but today we have a large demographic shift with the millennials. Not only changing how they choose to consume their media but what type of messaging, they prefer, and respond to.
Due in no small part to society’s changing habits regarding media consumption, we recommend video marketing for law firms wanting to reach new clients and gain their trust. However, we must understand that marketing strategies that worked during the 1980s might not be as effective at reaching today’s audience and getting them to act. Brand videos are the intelligent attorney’s strategy to reach today’s clients, gain their trust, and get them to connect with your brand.
There are obstacles legal marketers must consider. The largest being overcoming society’s state of constant distraction. Law marketing is very nuanced primarily based on what market you are located in, and what type of law your firm practices. Without proper messaging and delivery, you will be nothing more than passing noise to the next generation media consumer.
The law field is not a one size fits all type of industry. Every successful firm will tell you they have very specific criteria and nuanced messages for different types of legal clients or cases. If you don’t know your audience, you are probably wasting lots of money and time with your marketing efforts. Specialized marketing helps you craft more effective messaging by understanding who you are speaking to, and what problem they need to overcome.
The largest benefit of effective legal marketing is more cases. New cases are the fuel your firm needs to grow. Getting more cases gives you the ability to accept cases based on their merit or how they fit your firm’s business model.
Sometimes it is difficult to understand if your marketing is successful. Marketing success is usually measured with a metric called return on investment (ROI). ROI is best described as the ratio between net profit and the cost of investment. A high ROI means the investment’s gains compare favorably to its cost. As a performance measure, ROI is used to evaluate the efficiency of an investment or to compare the efficiencies of several different investments.
When considering ROI as a key metric for legal marketing it begs the question, what type of marketing will deliver the highest ROI? Video marketing cannot be overlooked. These recent statistics paint a clear picture for us.
The best place to start is working with creative professionals that have a proven track record of work. Great brands unify all elements of their marketing and communication so they do not confuse their audience. A smart attorney should consider the following.
Successfully marketing a law firm is a specialized endeavor best left for savvy professionals skilled in crafting messaging that appeals to their audience. Although the forms of communication have changed much in the past decade, it remains important to understand how your audience wants to consume your message in order to deliver it effectively. If the idea of creating a brand video feels overwhelming you can read about our production process, and how we simplify each part of your project
Including a video on your landing page
can boost your conversion rate by up to 80%