In the US today, there are roughly 1.33 million lawyers. This is a staggering number and slowly continues to rise. The practical implication of this is that every lawyer has a lot of competition for clients. For lawyers working at huge multi-office or even multinational firms, this is not a major issue since they are established and can get work through the name of the firm they work with. For solo practicing lawyers and small firms, however, over saturation creates difficulties in catching attention and reeling in clients. The question this raises is simple, how can solo practitioners and small firms differentiate themselves from the ever growing quagmire of competitors?
The Power of Video Marketing
Let’s take a look at an analogy here: marketing for legal professionals and fishing have much in common. The fisher prepares the gear, baits the hook, and casts the line. What determines whether or not a catch is made is a plethora of factors which the fisher needs to consider far before casting the line. What type of fish is he catching? Does he have the equipment needed to reel in a catch? Does he know how to properly use the gear? Is the fish that he wants present where he is fishing? Will his bait attract his desired catch? All of these and more are the type of questions legal professionals need to ask when seeking out clients.
Video marketing offers a tackle box of gear which can be used in each step of the client acquisition process. This process is more than simply offering video advertisements. It is actually a full spectrum overhaul of a firm’s presentation geared toward catching the attention of potential clients before they may even need legal help and then bringing them in slowly through creating a relationship. At the core of the process is a deep understanding of the clientele being sought and an authentic presentation of the firm’s culture and ethics that attracts clients attention. This attention can be created through a number of mediums. For example, creating videos that help potential clients form connections to specific lawyers within the firm (profile videos). Videos showing office culture and candid workplace interactions can develop a sense of shared values and ethics. FAQ videos can draw in the attention of potential clients before they even need legal services and spread awareness of the firm to those who may simply be interested in learning about the law.
Why is Video Marketing Effective?
Besides increasing conversion rates by 86%, video also attracts attention from both those simply interested in the law and understanding it, as well as those actively seeking for help. Studies have shown that 72% of people say they would prefer to learn about a service or product through video, and 84% say they have been convinced to buy a service or product by watching a brand’s video. While the statistics speak for themselves, what makes video truly powerful is its ability to connect with people in a memorable, engaging, and non-gimmicky way. At heart, video marketing is storytelling that engages audience senses in as many ways as possible. Print advertisement is dependent exclusively on visual input. You might see a picture, you might read some words, but you have really only engaged one of the senses. Radio ads will catch people’s ears and provide memorable auditory stimulus but only auditory stimulus. TV advertisements can engage both to make memorable commercials that engage multiple senses in multiple ways. Where video marketing stands out is that thanks to the nature of the internet and social media, ads can be created which both draw in attention through visual and auditory stimuli and allow the viewer to interact with the ad. For example, maybe they complete a one question survey, follow a link in the video to find out more, or they are encouraged to leave a comment or question in the video’s feed. All of these and more are options that make digital advertising and video more effective than even your favorite superbowl ads. They catch attention and are far more likely and capable of getting the audience to interact with them. This interaction in turns makes them more memorable and keeps the audience’s attention. Notably, all of these advantages are only utilizing a single form of digital marketing, the official advertisement. As mentioned before, there are a plethora of forms which digital marketing can take, each with a different target and effect. This is powerful because while advertisement is a useful tool, many people enjoy figuring things out themselves. Digital advertising and video marketing provides both the overt advertisement to gain the attention of potential clients actively searching for help and the discreet awareness and information that allows the curious to explore a firm’s work at their own pace.
Consider Seeking Help
It can be tough juggling billable hours, client management, marketing tasks, and court proceedings altogether at once. Law firms need a reliable, effective partner by their side to brief them on the newest trends — one with the knowledge, experience, and time to plan and create a successful marketing campaign. Little Joy Media is an production company-advertising agency hybrid that helps accelerate law firm growth through story-driven, branded video campaigns. We help law firms spread awareness, attract positive attention, and turn potential clients into actual clients. If you find yourself deliberating what your next steps should be, contact us today to set up a free consultation and find out how we can help your firm separate itself from the masses. To your success, always! 🦋