As the new year approaches, it’s a perfect time to start thinking strategically about what goals you want to accomplish in 2018. This includes your Law Firm Marketing Goals and Objectives.
For many different consumer driven companies, this is the time of year where marketing efforts begin to ramp up in order to capitalize on the holiday season. For businesses in other industries though this is a great time to look back at the previous year’s marketing efforts and come up with better ways to promote their products.
This is no different for Law Firms who sometimes don’t have a lot of brand recognition from the general public aside from infomercials and billboards seen around town. When the average person looks for a lawyer, many of them simply go by what firms they recall seeing in local television commercials, Google searches or old-fashioned word of mouth testimonies from friends and neighbors.
This doesn’t mean that a lawyer looking to market themselves should just purchase print ads in newspapers and produce commercials on local television stations. Today’s best law firm advertising campaigns are much more personal than in prior eras and that’s because the most successful ones are done digitally through social media. The reason why is because it doesn’t costs as much as traditional advertising and it also is very effective due to society’s ever-growing attachment to their smartphones.
If you want to use social media to market yourself, consider using video to attract the wide audiences on sites like Instagram, Facebook, and Twitter. Once you’ve settled on which outlets you want to use, next determine what kinds of videos you can produce that don’t feel too much like a stale TV ad.
The following are ways lawyers can do video marketing that aren’t technically ads, but just as effective to attract audiences since they work well to keep people watching.
1) Current Events Commentary Video Blurbs
We live in era where news media is heavily present in our lives. Many people are glued into the news like never before thanks in part to social media news feeds and the spectacle of certain stories. For some news stories that get a lot of attention, lawyers can provide professional analysis on it without having to get called by a cable news network in order to so.
Lawyers already have their own feedback on events which are unique to the average person reading the news and they can also find success building an audience by regularly commenting on today’s biggest topics such as sexual harassment, corporate mergers, and civil rights at the office place. Current events commentary videos shouldn’t be long, but if they come out close to when a story is getting national attention, it’s a video feature that is sure to get people watching.
2) “Man on Street” Interviews
Man on the Street interviews are always entertaining to watch and have long been a staple of late night TV shows. They are easy to produce since you can film them just about anywhere in public, and are great at drawing people in since they often wonder how an average person will answer a question.
Lawyers can produce short man on street interviews by questioning passing pedestrians on their knowledge of what they think is legal or not. This kind of video is educational for viewers and it also can give some life to the lawyer doing the interview. It gives them a chance to showcase their expertise and it also helps people get to know their personality a bit, which is important for building reputation.
3) Ask A Lawyer Video
Another great way for a lawyer to build their brand is to simply answer general legal questions sent in by regular people. A lawyer can ask people to send in their legal questions and do a monthly segment where they answer them on camera. This gets people to watch since they want to have their questions answered, and it also makes the lawyer appear generous since they are taking their time to help answer people’s questions that aren’t clients. This may even dispel the stereotype of a lawyer being selfish and only wanting to help people who will win them cases.
If these ideas for videos aren’t a good fit for you, that’s okay. However this doesn’t mean that video shouldn’t be a major part of your marketing efforts next year. According to recent Forbes article on video trends, there are a number of telling statistics that make a compelling case for every business to produce some form of video next year. Here are five that standout the most:
- Internet Video Traffic will be over 80% of all consumer internet traffic in 4 yrs.
- Over 500 million people are watching video on Facebook every day.
- 84% of Viewers are Watching Social Video via Mobile.
- Almost 50% of internet users look for videos related to a product or service before doing so.
- 64 Percent Of Consumers Purchase After Watching Branded Social Video Content.
What these figures sum up is the steps the average customer makes along their buying journey. With the internet being so present in our daily lives, video is moving from television sets to digital spaces. Social Media, specifically Facebook and Twitter, are the apps many people use to access the information and much of the time people are watching videos on those platforms. Lastly, and as the figures describe, many people are researching things they are interested online before making purchases and video is something easier to ingest than reading long articles.
If you would like to learn more about creating an effective law firm video marketing campaign, please don’t hesitate to contact us today.
Link360: Link360 is an Inbound Marketing Agency Located in Greenville, SC. We specialize in generating leads for our clients through attracting visitors to their website, converting them into leads and closing them as customers. If you have any questions, or would like your own free Inbound Marketing Analysis, please contact us now.