Simply being a good attorney isn’t enough to grow your business these days. You need to make yourself available online – and in a big way – to grow and expand your business.
Most lawyers decide to outsource their digital marketing to a third party. While this will get you some results, you’ll benefit even more by being involved with the marketing efforts directly. No, you don’t need to start making every social media post, but there’s one area that will greatly benefit from your influence: video.
When I say video, I mean video marketing and live streaming. Combined, these two related, yet slightly different, marketing methods will do wonders to grow your law firm.
Today, we’re going to dive into the ten biggest benefits of video marketing and live streaming for law firms across all specialties.
5. Stop Pumping Money into Paid Ads
I should clarify, I’m not calling on you to immediately cease running all paid ads. What I’m suggesting is that you stop pumping money into paid ads as the core of your marketing strategy. Yes, paid ads should be part of your marketing strategy. No, it shouldn’t be the whole strategy.
When you combine Search Engine Optimization (SEO) with video marketing and live streaming, you’ll earn what’s called organic reach. It’s when people find your website and become leads without you spending a dime on generating that lead. You’ll spend money setting up the funnel that converted them into the lead, but it won’t be a straightforward conversion like what you see with paid ads. Instead, your conversion funnel that reaches people organically will work forever once it’s built.
Decrease your budget for paid ads and increase your budget for videos. If you regularly publish well-produced videos that highlight your expertise, address common pain points and build a relationship with your audience, you’ll see a much greater ROI than simply spending on paid ads.
4. Create Trust with Your Law Firm
Trust is vital when it comes to turning a lead into a client. Sure, paid ads and other methods might generate leads. But it’s on you to educate them and turn them into clients.
Video marketing and livestreaming still has this conversion funnel, but the process of turning a lead into a client is less difficult. Why? Because they already know you. They’ve seen your voice, heard your voice, and know you’re an expert. They may not trust you completely, but the groundwork has been laid.
Whether you’re a personal injury attorney or a disability attorney, your leads and clients need to know that you’ll fight to get them what they deserve. If you showcase with your videos and live streams that you are an expert in your field, if not THE expert, then leads will line up to become clients.
3. Secure More Clients
Paid ads and simple social media campaigns will definitely get people to fill out your lead capture form. However, they don’t know you. They don’t trust you. They just saw that you’re in their area and work in the specialty they need.
Here’s something you likely know but bears reinforcing: you’re not the only game in town. If I need a personal injury attorney in my area, I’m not stopping at one lead capture form. I’m filling out three or four, then letting them compete over my business.
Let’s compare this to an effective video marketing campaign. Even with a simple “talking head” video starring you, you’ll introduce yourself to viewers. No longer are you a faceless lead capture form. You’re Jim, an attorney down the street with a kind yet stern face who knows his stuff. Now, I want to work with you specifically, and I’ll wait to hear back before filling out other lead capture forms.
2. Tell Personal Stories
One of my quotes that found its way into many books, notably the book “The Law Firm of Your Dreams” by John Fisher, is that “you can change the world one livestream at a time.” Not only did saying this resonates with people from all walks of life but it’s been proven over and over again.
John Fisher quoted me in his book in the section where he highlighted that lawyers should tell personal stories to connect with their audience.
It’s not a new phenomenon. Telling a story is perhaps one of the oldest ways to connect with someone. Personal stories that are told well rope us into the storyteller’s life, highlight their vulnerabilities, and showcase their triumphs.
That’s what you should do with livestreaming. Tell personal stories from any point in your life that people might connect with. You never know how someone might relate, build a rapport and then become a client.
1. Position Yourself as an Authority
Authority is important in all industries, but when it comes to law, it’s vital. People want to work with the best lawyer in their area. What does “best” mean? It might mean most well-reviewed, but in many cases, it means the absolute authority in their specialty.
You and your firm can establish authority by creating regular videos and live streams that position yourself as the ultimate expert. Do this by highlighting common pain points someone might have before they even become a lead. Build a rapport with people in your area with livestreams that are promoted locally. Discuss what someone can expect when they work with you. The options are almost endless, and all of them share the same goal – position yourself as an expert.
I’ve worked with lawyers as a livestream consultant and I can tell you firsthand that business booms with livestreams. It’s not unheard of to see caseloads double or triple after regular live streams combined with video marketing. At its core, livestreaming makes the entire experience more personal and more engaging. Start reaping the benefits of this new marketing technique today.
Do You Need A Live Stream Consultant?
Livestreaming is a phenomenal way to establish your authority and start nurturing potential leads. However, it can be daunting to get started. Working with a live streaming consultant such as JennyQ will help you go live and start building an engaged audience. JennyQ will help you overcome any fears or anxieties, along with walking you through all the technical setup. Contact JennyQ today to see how she can help you.