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 you there’s one area that will greatly benefit from your influence: video.
When I say video, I mean video marketing and livestreaming. 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 livestreaming for law firms across all specialties.
7. 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 livestreaming, 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 straight forward 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.
6. 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 livestreams that you are an expert in your field, if not THE expert, then leads will line up to become clients.
5. 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.
4. 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 resonate 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 in to 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.
3. Expand Your Online Presence
As I mentioned above, simply being a stellar attorney isn’t enough to fuel a thriving business these days. You need a sprawling online presence that is consistently bringing in new leads. You’ll need active social media accounts on all major platforms, a fine-tuned paid ads campaign and video marketing mixed with regular livestreaming. Of course, all of this should be pointed to your website that’s optimized for capturing leads.
Every video that you publish expands your online presence. Not only does it add more content to that specific platform, but it encourages people to find you on other platforms. Even better, it drives them to your website where they learn more about you and your team.
Livestreaming takes it a step further by putting a face on the whole operation. A human face, not the polished, scripted face that most of us see on law firm’s TV ads. This happens because potential leads will be interacting with you, a real human, and picking your brain in real time. You’ll show that you’re an expert all while building meaningful relationships, one livestream at a time.
2. Educate Potential Clients Ahead of Time
A vital element of any law firm’s workflow is client education. It usually happens during onboarding, but often a lead will ask countless questions before agreeing to become a client. This takes time out of your day, and while ultimately worth it, this client education time can be reduced or altogether avoided with video marketing.
A proper video marketing campaign is much more than a slew of videos published at regular intervals. It’s a cohesive flow of information, with each video related to all the other videos. The goal of each video should be to educate the viewer on exactly what they need to know to become a client.
As such, by the time they become a client, they’ve already seen one or more of your videos. They’ve already been educated, so when you’re dealing with them individually, you’re spending less time answering questions and more time learning about their case.
I’d like to highlight that these videos don’t educate one client and then disappear forever. They will exist online, continually educating future clients, making your job easier, all while you focus on handling their cases.
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 livestreams 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 livestreams 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.