Larry Bodine Law Marketing Blog : Law firm marketing, legal editor, legal marketing, attorney marketing, business development, marketing consultant, legal consultant, business development

There is a "killer app" that will greatly improve the likelihood that potential clients will find you in a Google search.  Research confirms that it is online video, and many lawyers have gotten the message. Just pay a visit to the LawyersDotCom channel you YouTube and check out the 500+ lawyer videos.

Video is the No. 1 reason that people go online, according to Pew Internet Research.  Clients and potential clients would rather watch to a two-minute verbal explanation than read a two-page article. "I don't want anything on paper. I don't have an in-box; if I did everything in it would go into trash. I want something that will catch my eye in 30 seconds or less, certainly not a long block of text. I'm more likely to look at a video," said MeMe Rasmussen, VP and Chief Privacy officer of Adobe Systems Inc.

Consider this:

• More than 4 billion videos are viewed on YouTube every day.
• Video is the easiest way to a first-page ranking on Google. A website with video is 53 times more likely to be found on the first page of Google compared with a website without video, according to Forrester.
• Statistics show that having a video on your law firm website increases the chances that a potential client will retain you, and increases the time a visitor spends on your website.

Therefore it is surprising that only 51% of lawyers in firms of 1-5 lawyers say they plan to use video in their online marketing, according to a LexisNexis/Vizibility survey of law firm use of social media. The lack of video on your law firm website is a marketing mistake.

"Lawyers should develop an introductory video that showcases their personality as well as expertise. Post the video on the Web, including YouTube. Our studies have shown that a well-produced video can be a primary factor in a consumer's decision to contact a firm," says my colleague Craig McGuire, Product Marketing Manager, Websites/SEO/SEM at LexisNexis.

A small firm that is harnessing video effectively is Tully Rinckey of Albany, New York.  The firm's videos have been viewed more than 140,000 times - an outstanding result for a law firm. Many are clips from TV news reports in which a station interviewed a lawyer for comment about current events. Chief Marketing Officer Graig Cortelyou has cultivated good relations with local TV producers who give him these videos for free.  The 33-lawyer firm also displays a video on its home page.

Tips for a good video

Recording a video is easy and can be done right in your office. An experienced videographer will have the camcorder, lights and lavaliere microphones that are required. I recommend that you do not write a script and read it word-for-word from a teleprompter. All you need are a set of bullet points to follow, as you would use when making a presentation.

Click Here for Information on LexisNexis® Personal Video Production

To create a video that generates new business, follow these tips:

• Don't talk about yourself. Clients are more interested in their legal issue than your credentials. Instead, talk about the problems you solve for clients.
• Keep your video short: 2-3 minutes tops. Any longer and you'll lose your viewers.
• Get to the point in 8 seconds or else viewers will move on.
• The more light the better. Do not rely on sunlight or office light, which will produce dark and off-color videos.   
• Move when you speak, because video is designed to capture action. Most lawyer videos show someone sitting at a desk, which is boring. Try standing up and gesturing when you speak, which is how you talk to people in person.
• Mind the background. What is seen behind you makes a big difference. Do not sit in front of your office window or a lamp, which will put your face into a shadow. There should be no distracting cars or people moving in the background. Get rid of the clutter too.

One thing is clear: video is the future of law firm marketing. Adding video to your website is like getting an audition with a potential client. Don't delay in bringing your website up to date. 

Excerpted from the Build Your Own Business blog by Dave Lorenzo of Aventura, FL:

1. Differentiate Yourself

As times get tougher, many other lawyers will "dabble" in your area of expertise. Make your prospective clients aware that this is happening. Remind your clients that you handle issues in your specialty full-time, not on a part-time basis. If you are a criminal defense attorney, explain to them that you are not a real estate attorney who takes a few criminal defense cases each year to "fill out his calendar."

The reason people chose you in a good economy is more important in a down economy. There is more competition out there. Focus on your unique value proposition and hammer it home. You must be able to articulate clearly why you are the best choice for this client in this situation.

2. Help Clients Understand the Consequences of Bargain Shopping

A client receives no bargain from cut-rate parachute manufacturers, heart surgeons, or legal practitioners. Paying less often means not getting the best work. Your prospective clients must understand this, and you are the best person who can bring it to their attention.

Help prospective clients focus on their own personal economy.

• What consequences are they likely to face if this work is botched?
• What is their exposure?
• If this situation is not handled, how much will they suffer?
• Do they want to face this possibility armed with the best possible representation?
• Or do they want to take a big, big chance with someone else?

3. Work Your Contact Lists

Every lunch you eat by yourself is costing you money. You need to stay in front of the people who know you so they remember to refer clients to you. While many people may not come into daily contact with friends or relatives who need your services you never know when they may hear of someone who needs legal assistance. If you are on top of mind they can offer to connect them with you. This happens more often than you realize.

The best way to get these referrals is to sit down with people and get to know them. Breakfast, lunch or dinner provide the perfect opportunities to breathe new life into a potential referral relationship.

Invite long-time clients to lunch. Find out how you can help them by providing some referrals to their business. They will almost always want to reciprocate if possible. The more you give to them, the more they will want to help you.

4. Keep Your Name in Front of Everyone You Know Every Month

Greeting cards are cheap, easy and effective way to attract more legal clients. Every month has a holiday that will serve as an excuse for mailing your entire contact list. The more creative and memorable your message the more likely your contacts will refer you.

If this seems goofy (after all, who gets a greeting card from an attorney?), remember that being different is the point. For example, one side of your card can say something like: "All of us at XYZ Law Firm wish you a safe and happy Halloween. Thanks for thinking of us." On the opposite side it could say: "We help people who are being chased by real goblins, monsters, and other scary creatures waiting to attack your business (or your bank account)." Below this message, you print your contact information.

The key is not to be overtly solicitous. You want to remind people what you do and thank them for thinking of you.

5. Media Exposure Can Make a Difference

Getting your name and face in the local media can make a difference in attracting new legal clients for your small law firm. You may not get clients from actually appearing on television or being quoted in an article, but media outreach can help enhance your credibility.

Prospective clients often view media exposure as a surrogate for expertise. Giving a few interviews or commenting on a few out-of-town cases for a local reporter will help keep your name in front of clients and it will position you as an expert.

There is no reason your law firm should suffer in an economic downturn. People still need assistance handling legal matters. Develop these good habits now and you will attract more legal clients for your small law firm during a recession.