From the late ‘70s until the mid-90s, the Yellow Pages were a key part of most firms’ marketing strategies. Why? Because the Yellow Pages was how consumers found businesses, whether those businesses sold products or provided services. Now, however, that function is served by the Internet—and it does a much better job than the Yellow Pages could have ever hoped to. In seconds, consumers can find out scores of information about just about any business. As a result, law firms have grown their online presence to make it easier for prospective clients to get accurate information about them. As available bandwidth widens and we are able to access the Internet faster and faster, new features have become available—features that law firms need to incorporate into their marketing. One tool that is rapidly becoming a must-have for lawyers is the lawyer video. There are a number of reasons for its growing place among marketing departments, but they begin and end with the fact that it’s what your clients want.
It’s what your clients want.
It seems that every major website, whether news, entertainment, or business related, hosts videos. It’s gotten to the point where consumers expect to find videos online, no matter what they’re looking for—and that includes when they’re looking for lawyers. Consumers accustomed to the ease of finding answers to their questions from videos will be more likely to spend time finding out about your firm if you have lawyer videos online. In other words, lawyer videos should be a key part of your marketing strategy.
It’s a near substitute for an in-person meeting.
Lawyer videos allow you to literally show your knowledge and expertise to prospective clients. Getting to see and hear if for themselves will give them a much better sense of who you are as an attorney than if they can only read about you online. That kind of intimacy fosters trust—a key ingredient to any successful lawyer-client relationship.
You’re providing prospective clients a service.
Most people visiting your website go there because they have a problem and they hope that you can help. Law firm videos are your opportunity to provide a taste of the help you can provide. In fact, when it comes to law marketing tools, lawyer videos are remarkably subtle, allowing attorneys to build credibility with potential clients with little to no risk of alienating them with a “hard-sell” tactic. In comparison to television commercials, which by their nature demand more aggressive tactics, they have the ability to reach a far broader audience.
You have the ability to differentiate your approach.
Once you have the technology in place to create lawyer videos, you can make and upload them relatively easily—much easier than traditional marketing strategies such as ad buys and mailings. This allows you to nimbly adjust your strategy based on current events without having to spend a lot of time or money. You can also create multiple videos, each for a different demographic that you’re targeting. The adaptability of the medium creates a wide range of possibilities for your firm.
Even with a small marketing budget, you can afford to make your own lawyer video. The technology required is affordable, and for most lawyer videos, the content is straightforward. So long as you can be clearly seen and heard, and you’re competently answering a question that in your experience many prospective clients have, your lawyer video will make a positive impact.