Transform Your Law Firm’s Digital Marketing Strategy: Step into the Top 20%
Stepping into digital marketing might seem like a dive into the unknown for many law firms. It’s a common query: “How does digital marketing connect with running a law firm? Do we need to do all of this?” Today, I will show you that it is necessary and presents an unparalleled opportunity to be part of the top 20% of law firms that secure 80% of the billable work available. For the record. NO, it is not a requirement that you do all this. Keep doing what you’ve always done, just don’t expect anything other than what you’ve already got! If you want to move into the top of your niche in your area, then it’s time to leave your attorney marketing comfort zone, and step up your game.
Choosing Your Path
You might ask, “Do we have to?” The answer is straightforward: it’s entirely your choice. You can be part of the lower 80%, scrambling over 20% of work. Or, you can invest in a 20-week digital journey that will move you digitally into the top 20% of firms. This is a chance to step out of your comfort zone and embrace a transformation that could have you enjoying the lifestyle you desire: picking your cases, having quality time with your family, pursuing hobbies, and even getting off work at a reasonable hour.
Leveraging Video for Your Law Firm
Video, our focus today, has proven to be an effective tool for marketing. Many firms shy away from it, believing it requires standing in front of a camera. There’s a misconception here – video content isn’t confined to this format. It can be doodle videos, whiteboard videos, or graphic videos. It’s a versatile and impactful medium.
Let me share the story of a friend and a client, an attorney, who was stuck in a repetitive cycle of making Facebook live videos every week that failed to generate any significant impact. We made a few tweaks, and the results were revolutionary.
Types of Video for Law Firm Marketing
We know that a lot of attorneys have no interest in sitting infront of a camera. Traditional “in front of camera” are far from the only option!
Here’s a few types of Video that can be easily created to drive more engagement, and more traffic to your law firm.
Traditional “This is us” Video.
The following video was created by a professional videographer that storyboarded and filled the entire production. It is very professional,,, and represents the character of the firm. It is also an expensive video format.
Ask A Question Law Firm Video
This brainchild comes from a client, however it is entirely their own work. It involved an attorney spending 5 minutes or less, answering a question that is very specific to their specialty, sitting in front of a camera, even a webcam.
Introducing Services
For this client, we wanted to add a little “pizzazz” to a standard services page. At the top of every service page, we have a brief introductory video, and a video spokesperson. Very effective, very inexpensive.
Review Videos
When someone leaves a review, why not use a template that you simply drop the review into? It’s not a huge production, and you can further leverage the power of reviews.
Simple Text Video
Instead of cramming every inch of your page with verbal content, why not a please animation? No actors, no photographers, no lighting required.
Video as a Banner
The following video is a simple combination of text, and pictures, relevant to our client’s service. It became the right side of the header of their webpage – no actors, no cameras, dramatic impact.
Here’s the video
Now check out how it impacts their home page!
Explainer Videos
Once again, no expense for actors, no difficult lighting to deal with. A little bit of storyboarding and some video editing skill, and you have very effective explainer videos that have great viewership.
Enhancing Video Content
The process began with a simple change: we took his Facebook live video, downloaded it, and published it on YouTube. This change in the platform was the first step to giving his content permanence and the potential for higher visibility.
The second step involved a complete video transcription through rev.com, a low-cost, high-quality transcription service. This transformed the video content into written form, providing relevant, unique, and searchable content. When placed in the YouTube description, the transcript allowed Google to index the video content.
Finally, we added his firm name, address, phone, and a link to his website at the start of the YouTube description, turning each video into a citation that boosted his search engine rank and Google My Business rank.
Broaden Your Reach with Syndication
We took things up a notch by inserting the video into a blog post on his site. Using software that automatically re-publishes blog posts to multiple social media channels, we sent this content out to a dozen other platforms. This strategy significantly expanded the reach and impact of each video, all while boosting SEO through multiple backlinks and citations.
The Power of Video
Internet users voraciously consume video content, and Google loves to index video content. Utilizing video in your marketing strategy engages your prospective clients and helps drive more traffic to your site. It’s a dual advantage that you can’t ignore.
Some Statistics on the Impact of Video
There are statistics on how well people retain a message in video as opposed to printed on a website. According to a study by Wyzowl, people retain 95% of the information they see in a video, compared to only 10% of the information they read in text.
Another study by Cisco found that video will account for 82% of all internet traffic by 2022. This means that more and more people are consuming information in video format, and this trend is only going to continue.
As for the value of video for attorney marketing, there are a number of statistics that suggest that it can be very effective. For example, a study by Clio found that 62% of law firms use video marketing to generate new business. Additionally, a study by HubSpot found that video marketing can increase website traffic by 300%.
It’s clear that video can be a very effective way to communicate with potential clients and generate new business for your law firm. If you’re not already using video marketing, I encourage you to give it a try.
Here are some additional statistics on the value of video for attorney marketing:
- 84% of people would like to see more videos from brands.
- Videos are twice as likely to be shared on social media as text-based content.
- Videos can increase website traffic by 300%.
- Videos can increase conversions by 80%.
- Videos can help you build trust with potential clients.
If you’re looking for ways to improve your attorney marketing, I highly recommend using video. It’s a powerful tool that can help you reach more potential clients and generate more business.
Stepping Up in the Game
This simple digital strategy can catapult your law firm from the crowded 80% to the top 20%, who enjoy their fair share of 80% of the market. And once you’re there, we have even more advanced strategies to help you dominate your space. Our end goal is to ensure that you’re not just one of the players in the game but a dominant force that shapes the industry.
Conclusion
Digital marketing can feel daunting, especially for law firms that use traditional marketing methods. However, it presents an opportunity for those willing to take the plunge. A well-crafted video marketing strategy not only broadens your reach but also solidifies your brand’s presence in the digital realm. Start your journey today, and join the top 20% of law firms that have leveraged digital strategies to secure 80% of the work in the industry.
