Five Strategies to Rev Up Your Legal Marketing

While there are a wide variety of videos you can use in your legal marketing strategy, we recommend three basic styles of video to rev up your 2018 marketing plan:

  • FAQ/Educational Video: Short, high-value videos that are founded in keyword research and are designed to drive traffic to your website
  • Legal Brand Video: Longer video that communicates what makes your firm unique through emotional storytelling; sales-focused and conversion-driven
  • Testimonial Video: Allow your clients to speak for you by talking about their personal experience with your firm; highly engaging and relatable for prospective clients

Each of these types of video fit into a different stage of the buyer’s journey. If fully implemented, you’ll have content that engages potential clients at every stage of awareness, whether they’re just researching what to do after an accident or they’re comparing local attorneys in their market.

The great thing about leveraging video in your marketing strategy is that there’s no shortage of potential – there are countless ways to incorporate legal video into your content distribution.

Here are just a handful of ways you can leverage legal video in your 2018 marketing strategy:

  • Embed your video on your website homepage
  • Upload your video to YouTube
  • Upload your video to your firm’s Facebook page natively
  • Include a link to your video on your Avvo profile
  • Include a link and thumbnail of your video in your staff’s email signature

To read a full breakdown of how you can leverage legal video to grow your law firm, you can get our free eBook here.

5. Customer-Centric Content

If you want to produce content that converts, customer-centricity isn’t just a nice to have – it’s a need to have.

While most attorneys know they need content marketing in some capacity, few firms effectively focus their efforts, leading to an abundance of content with a scarcity of results to show for it.

The idea that every piece of content you produce should be designed with the customer in mind is crucial in understanding how some marketing strategies trump others. Your focus should be fixed on the client, not keyword research, SEO benefits, or conversion goals. If you create content that is laser-focused on the needs and desires of your ideal client, optimal results will follow. In fact, 82% of consumers feel more connected to a brand after consuming relevant, engaging content.

If you fear that you’ve been producing content that isn’t customer-centric, you’re not alone: 80% of consumers feel that brands aren’t delivering relevant or targeted messages.

The good news is that this leaves a huge opportunity for you to step in and set yourself apart from the vast expanse of irrelevant content your ideal client is being exposed to on a daily basis.

Here’s a quick beginner’s guide to creating a customer-centric content marketing plan:

  • Develop your ideal client persona: If you could wake up every morning and represent the same person again and again, who would they be?
  • Identify your ideal client’s needs: With your ideal persona in mind, figure out what content they’re searching for and what problem they’re trying to solve. This will allow you to fine tune your content marketing efforts.
  • Create personalized content, distribute, repeat: Create personalized, educational content that adds significant value to your ideal client. Use data and past experience to determine how best to distribute the content, and continue to produce high-quality, valuable content.

Customer-centric content doesn’t just have to take the form of blog posts. Video can also be customer-centric, if you craft a customer-focused message. Rather than talking at length about your own skills and years of experience, you can use video as a medium to answer questions like:

  • Why do you enjoy representing your clients?
  • How does it feel when you’re able to help a client?
  • Why are you uniquely qualified to represent clients in your practice area?
  • What experiences have you had that show prospective clients you know what they’re going through?

Attorney Howard Spiva does a great job of incorporating a customer-focused message into his legal brand video. He’s able to simultaneously connect with potential clients through empathy and shared experiences while also boosting perceive brand authority through his client testimonials.

If it sounds like a lot of work, it might be. But, this effort will pay off in the long run, as you’ll eventually determine which type of content is most effective and invest your time and energy in the right channels. Just think about the time you’ll save by cutting the fat on your current content marketing efforts and getting rid of content that isn’t relevant to your ideal persona.

While incorporating every one of these strategies may not be a realistic option for your firm in the new year, we’d encourage you to try at least one and see how it impacts your firm’s marketing efforts. More legal marketing tips: What is legal marketing, Solo law firm marketing, Picking out a legal marketing agency.

For a full breakdown of these strategies, including additional ways to implement them in your law firm, you can download our eBook here.


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