21 Feb The Millennial Way for Traditional Law Firms
If you are an up and coming law firm, with a staff mainly comprised of young, fresh-faced law school graduates who probably have some experience with—or at least a knowledge of—the benefits that various technologies can offer your firm, then you recognize the benefits of these latest trends, particularly for marketing purposes. And, how they can be used to attract significantly more clients, ultimately leading to your firm’s expansion. However, if you’re an old-school, traditional firm, using outdated marketing strategies to grow your business, it may be time to acknowledge the success of the young and trendy firms and learn more about how technological developments can help you level the playing field, making you a viable competitor in a highly competitive business. Below are some tips that are absolutely necessary to incorporate into your marketing practices if you want to drive potential clients to your website and keep them there.
Connect with Your Audience via Video
One of the most important ways to engage with potential clients and market your firm is via your website, specifically by utilizing video. Video allows you to put educational, informative, and useful information in a format that people can relate to. Video is more personal and enables your clients to know you and your firm in a way that text doesn’t. An ideal website incorporates video and text, thus offering solid information using written links that detail your services, along with the intimacy that video provides so that potential clients get to know your firm at a whole new level. You can even use YouTube and link your video to your website. The video clip can contain answers to general questions, like an FAQ section for example. YouTube reaches millions of viewers so your video will reach that audience. Think of how many clients your video could draw to your website.
An ideal website incorporates
video and text, thus offering
solid information using written
links that detail your services,
along with the intimacy that
Welcome Your Visitors
Another useful way to use video is to welcome visitors to your site. In today’s world, your clients could be anywhere. This means that they often can’t meet with you face to face, so a video introducing yourself and perhaps even individual staff members is the next best thing to shaking their hands and offering them coffee. You could also include video endorsements from satisfied clients. The experiences of former or existing clients are often overlooked in today’s business world. However, more and more people are consulting testimonials from those clients who have worked with your firm; these former clients’ opinions are critical when deciding to whom the potential clients should give their business.
Webinars are simply web-based seminars. Seminars have long been recognized for their useful educational purposes, so moving seminars into the digital world makes it easier to take advantage of these education opportunities without spending money and time on travel. Incorporating webinars into your overall marketing strategy allows you to create up-to-date information that keeps your business relevant. Laws and their applications are changing all the time, so conduct webinars on a regular basis to keep your clients and potential clients aware of the latest trends. Webinars, too, can be uploaded to YouTube, thereby creating greater visibility.
Incorporating webinars into your
overall marketing strategy allows
you to create up-to-date
information that keeps your
Avoid Video Overload
Many firms are tempted to create new videos as fast and as often as possible. Giving into this temptation often backfires. Remember that people only have so much time to devote to visiting your firm’s site and watching your video or reading your content. Too many videos are essentially TMI overload, and usually means much of your video content is missed or ignored. It is recommended that your firm create only one video per week, a few minutes in length, that aims to increase your firm’s visibility through educational topics and trends in the legal profession. Obviously, there will be other relevant and useful content. But to ensure maximum exposure, don’t drive site visitors away with too much information for them to process. Use the services of your website design firm to edit your videos, provide an introduction, and basically create a professional and engaging product.
The Value of Social Media
Keep in mind that one video can be distributed in a variety of ways. For example, they can be uploaded not only to your website, but of course to YouTube, Facebook, LinkedIn, and SlideShare. A link can even be shared on Twitter. If all this social media digital speak makes your head spin, talk to your website designer. They can do this for you, as they are experts in this area. You will receive valuable help to make this happen for your firm. The results will amaze you.
Keep it Legal
Always keep in mind that creating regular videos is a valuable component of your overall marketing strategy. Given this, always include ways to track hits and engagement. And create a call to action. One more important point; the legal profession is somewhat outside the box of the majority of businesses marketing on the Internet. So, before you jump in and create videos, do your homework and consult your state bar for any rules regarding marketing via the Internet. Ensure that all involved in marketing your firm, such as your marketing department or consultant, and website developer, knows the rules regarding the legality of marketing legal services.
SEO: What’s That?
Something else to consider when creating and maintaining your Internet marketing plan is the concept of Search Engine Optimization, or SEO. Now you’re probably saying, you lost me already. SEO is a term that is thrown around a lot within website design circles and among content developers, but outside these elite groups, not many people know what it is and why it’s important to luring maximum traffic to your site. When creating site content of any kind, whether it be video or text, always think SEO. SEO ensures your website can be found by search engines, such as Google, Yahoo, Bing, etc. By using an algorithm, SEO allows searches to look for specific words and phrases relevant to what your site is offering.
Law firms such as yours that offer SEO services makes your website more appealing to Google’s algorithm, and therefore your website is placed in a significantly more prominent search result, meaning a potential client who is searching for law firms that provide specific services will definitely see your firm’s website in the top search results.
SEO and Video Content
The same SEO concepts apply to video. Once your SEO video is created, you can then decide if you want to host it on your website or on YouTube or both. Some firms host their video on YouTube because it is the second largest search engine (Google is number one). You can still post your YouTube hosted videos on your website, and in fact, posting to both is the ideal choice. Whichever way you go, the goal with SEO is to get viewers to your law firm’s website at the first search attempt. Once visitors get to your site, they are then able to view your video. But of course, getting to your site is almost guaranteed if the correct SEO wording is applied. A website firm with a good grasp of SEO can do this for you, so consult a firm such as Cyber Fision to get assistance.