Several days ago, I was speaking to an elderly neighbor who had two great loves- fishing and advertising. To succeed in both, he told me, was to invest in the right bait and an enormous net. The bigger your net you see, the more fish you catch—and the same is true for generating leads and converting them into paying clients. For example, if you have a conversion rate of 5 percent, and 200 people visit your site, that’s 10 leads. Increase it up to 500 visits, and suddenly you have 25 leads. Of course, it isn’t quite that simple, but you get the picture. The whole goal of marketing your law firm is to increase leads and convert them into actual clients. The more people who see what you have to offer, the more opportunities you have to convert them.
Today, the in-the-know marketers are generating impressive leads by taking advantage of a biological bias for visual images and stimuli. When it comes to learning new information, people not only prefer visuals to text, they have an easier time processing them, too. Leading web psychologist Nathalie Nahai explains that videos take this ease of processing to a new level: “Since we are instinctively attracted to stimuli such as motion, sound, and human faces, using video can be the most rapid way to communicate information, evoke emotion and establish rapport with our audiences.”
Marketers who understand the bias toward visual content are taking advantage of this phenomena to generate more legal client leads than ever before. By implementing social media campaigns for your law firm, you can monitor and report on these efforts to ensure that you are getting the results you need and expect.
The Bottom Line
By effectively managing your social media accounts, you can create campaigns that are not only interesting and shareable but resonate with potential clients. The bottom line is social media management can help you reach more of your targeted demographic. By creating engaging content, your firm can further your brand reputation and give it the reach it deserves. In short you can:
- Build brand awareness
- Increase traffic
- Get higher conversion rates
- Increase marketplace insight
Attracting New Legal Clients
One of the first steps to attracting new clients is to make them aware of your practice. Cue video marketing! Behind Google, YouTube is the second-largest search engine. An interesting fact? YouTube belongs to Google. Because of this, Google favors video content from YouTube when it comes to indexing and ranking the pages in organic searches. In today’s SEO world, one way to produce effective content is to focus on long-tail searches. For many law firms, it’s costly to attempt to rank for broad terms. So instead, the idea is to home in on your target audience of potential clients. By conducting keyword research to determine what your audience is searching for, and then tailoring your content to answer their questions, you will establish your firm as a trusted resource. For example, if keyword research shows a commonly searched phrase for finding a personal injury lawyer “what kind of lawyer should I hire for an auto accident,” your FAQ titles should exactly match those search strings. The better targeted your content is, the more effective it will be.
Optimize Video Titles
Once the video topics have been chosen, and the content created, it’s time to optimize your video titles. Match your titles exactly to the search strings that your audience is searching for. This will make sure that your content has better visibility when potential clients search for specific questions related to your practice. After your video title is optimized, be sure that your video descriptions and tags incorporate targeted the keywords as well. You should also upload a custom thumbnail for your video with bright, high-contrast images – the ones that feature people’s faces perform best. You can even create targeted ads that run before your competitors’ videos that rank for the same search terms!
Getting Social
People will be more inclined to share your content on social media if you have included a video, as those types of posts are more social media friendly. Video marketing is more cost-effective than it’s ever been before: the smartphone in your pocket is most likely capable of shooting high-quality video. A video is unique in its immediacy: you can tell viewers all about your law firm and while building rapport with them in as little as 30 seconds. What’s more, they are hearing your words and watching you speak – almost as if you are sitting across from them in your office. Video helps you stand out from your competitors and articulate your message directly to prospective clients. A well-made video will enhance your brand and give you the opportunity to drive more leads by appealing to the information the prospective client requires – all while presenting your law firm as a personable and authoritative legal provider. A prospective client may not even be searching for the name of your firm, they may not even know the name of your firm or even that they necessarily need the services of an attorney. But they may be searching for a question they have, a problem, or information about an injury and they land on your video that ultimately drives them to your website and then into your office.
Video has been mostly used as the supporting element in online marketing campaigns rather than as the key element. But gradually this notion is changing because video lead generation campaigns can be more powerful and more effective than other marketing methods that do not involve videos and they provide greater returns. By integrating video into your marketing efforts, you will improve the lead generation and sales for your law firm. Videos not only help to attract visitor attention, but they also help build trust and awareness.
Have you been using videos for your law firm? How have they helped you? Share your experiences with Law Ruler, the leading legal case management software platform for growing firms. Law Ruler maximizes legal client interaction with a personal touch including multimedia messaging(videos/photos) emails, text messages, appointments, text e-signs, documents, invoices, and much more – all with powerful automation that works silently in the background.
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