According to the New York Times, web traffic is up 27% since the pandemic hit the USA.
One of the things we have been advising our clients they need to be doing is working on their marketing strategy. Recently, SyncLab Media has been working with a few attornies video marketing strategies.
During the COVID-19 shutdown, Lawyers really have a unique opportunity outbreak to capture new files and business. Now is the time to use a personal touch and double down on digital marketing.
Here are ten tips marketing tips for Lawyers to work on during the slowdown.
1. Set Up a Video Podcast
According to TubularInsights.com, Videos will represent over 80% of all internet traffic by 2021.
Attorney’s clients and potential clients would rather watch a series of two-minute verbal explanations than reading multi-paged articles.
With video podcasting, you can get visitors to know, trust and like you.
After they’ve seen you in a video, people feel as if they’ve met you in person.
Take these videos and post them to YouTube, LinkedIn and on the law firm’s website.
Aim for a time length of 90 seconds with them being no more than 3 minutes long.
Creating a video podcast in a local video production studio produces the quality video consumers demand. This saves time and the cost of investing in every expensive equipment to attempt to produce the videos yourself.
Attorney’s time is more valuable work for clients than spending all day to produce a three-minute video themself.
2. Become Visible Experts Online
Business people who are recognized as leaders always get more business.
The key is to give clients the information they want to know.
Lawyers should have professional photography, an extensive bio and a list of key accomplishments.
Their bios should have a link to their notable cases—told as stories, not one-line bullet points—and to videos and podcasts of the expert speaking.
3. Call Current and Past Clients to Check On Them
Right now it has never been more important to connect with people.
Many clients are sheltering at home and are looking for reassurance.
Clients will remember the phone call you made to them and know that they are not alone in the plague.
These calls are about establishing rapport, not selling.
Showing you care does produce new business.
5. Spend Four Hours Per Week on Business Development
Make it your goal to meet two to three people outside the firm each week.
Since the COVID-19 pandemic has slowed things, now would be a good time to meet people face-to-face.
Of course, having coffee with someone would be nice, but in most cities would now be a violation of court order Shelter-in-Place (SIP).
Still, using Google Hangout, Zoom or Skype could serve a law firm well…so use it.
Use LinkedIn to meet people the invite them to a video chat.
Build up a list of people you have talked to via online video chat. Then when the pandemic SIP is lifter make an appointment to meet them in person.
New business comes from new contacts that have learned to trust you.
6. Beef Up Your Website
According to 1SEO.com, 96% of people seeking legal advice use a search engine and 74% of consumers visit a law firm’s website.
That’s why your website must be updated frequently.
Have engaging content. Use videos to answer the questions of visiting clients.
Your website should have at least 3 pages of content. A blog filled with a large number of articles you have written would also help.
Build a content strategy that builds a bond of trust and takes the show-don’t-tell approach.
Instead of shouting from the rooftop, show them who you are by creating content showcasing your knowledge about the problem they’re facing.
Have solid FAQ pages. Think about the questions your potential clients ask you when you’re sitting across the desk from them. These are the same kinds of questions they type into Google. So, if you’re answering those questions on a FAQ page, you’re giving yourself an advantage with search engines
Showcase your client all your serves. If your clients are businesses, add a link to your page “Industries Served” on your website. If your clients are consumers, describe the situations you can help them with. This is information every client wants to know about.
Highlight case histories. Client success stories prove you have actually won cases and closed deals. A case history can be as short as a paragraph, describing the client, the problem involved, the dollar amount at stake and the result you achieved.
7. More Blogs Produce More Clients
Aim to write one blog per week. 72% bloggers who wrote weekly acquired a new customer through their blog.
Consider the effectiveness of blogging:
- 57% of marketers say they’ve gained clients specifically through blogging.
- Law firms that blog get 97% more links to their websites.
- According to statistics from SEO Tribunal, Businesses that blog get 434% more pages indexed in Google.
When it’s done right, blogging can allow you to become an influencer of people; it helps you attract followers who want to know what you’ll say next, and it can help you become part of the news cycle.
Blog posts can help you to declare what you’re thinking about and what you want readers to consider on a given date.
8. Build Your Word of Mouth Marketing
According to BrightLocal.com, consumers (88%) trust online reviews as much as personal recommendations.
The three review sites to focus on are Google, Google Maps and YouTube.
- Identify all the review sites to all staff and lawyers.
- Create an onboarding process in which you ask your client if they found the firm by an online review.
- Request reviews after a positive in-person consultation or a favorable settlement.
- Send an email to happy clients with links to review sites and respond to all comments—good and bad.
9. Out-Market Your Competition
According to a new Legal Technology Survey Report by the American Bar Association, fewer than half of law firms even have a marketing budget,
This statistic is shocking and creates an opportunity for you to out-market your competition by simply setting aside funds for marketing.
Law firms should plan on spending about 8% of gross revenues on their marketing efforts (personal injury firms must spend more).
That percentage does not include the salaries of any of the people that you may have hired to perform the work in your firm.
If you’re not spending 8%, you’re not being serious about marketing, and you’re not going to get any results.
- Luncheon and meeting expenses,
- Website and blog development,
- Creating services pitch deck,
- Webinars and video podcasts,
- Video marketing consulting,
- Online review management,
- Content writing,
- Marketing association memberships,
- Annual marketing retreat,
- Attorney business development reimbursements,
- Charitable and political donations,
- Attending a marketing conference,
- And public relations.
Do not waste money on print advertising, billboards or radio commercials.
10. Market With Millennials In Mind
Attorneys can reach baby boomers (75 million people) broadcast TV, and direct mail.
However, to reach millennials (80+ million people), attorneys should use:
- Online news,
- Content marketing,
- Shareable content,
- And LinkedIn.
Millennials are now the largest living generation.
- Free downloads, e-books and blog subscriptions
- Storytelling with pictures, infographics, videos
- Content to share on LinkedIn, Facebook, Instagram, Twitter and Snapchat
11. All Access to Mobile Devices
Your next new client is visiting your website on a cellphone.
Smartphones now account for fully 80% of total time spent with digital media.
This means your next new client is visiting your website on their phone—and not on a tablet or desktop.
Your mobile site cannot have tiny mouse type, graphics too small to see and links too hard to find.
Essential elements of mobile accessibility include:
- Easily readable text
- Click to call button
- Email firm button
- Interactive map button
- Easy drop-down navigation
- Handy menu button
12. Profile Bio Is A Must
It’s your virtual “elevator pitch,” and it should be, at most, 200 to 300 words. Your bio should include:
- Whom you serve
- Problems you solve
- How clients can expect to be treated
- Your journey in law
- Industry familiarity
- Case histories of specific problems solved
- Representative clients and testimonials
- Hot issues for clients
13. Focus on LinkedIn
LinkedIn is by far the most effective social medium for attorneys. Facebook has lost its glory as a social media for professionals.
For millennials, that rate jumps to 72%.
Absorb the fact that LinkedIn:
- Has by far more engagement between business people than Facebook and Instagram.
- Has the highest percentage of daily business users.
- Has the highest average number of business articles.
- Is where most executives get reliable news.
- Is where 58% of potential clients find help to select a professional, such as a lawyer, accountant or doctor.
You Practice Law…and Let Us Take Care of Your Video Marketing
By emphasizing digital marketing, and acting while others hesitate, SyncLab Media can help you capture new market share and assure your firm’s success.
For more information on how video marketing can help market your law firm contact SyncLab Media. We stand ready to help.