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It’s a running joke with comedians and amateur joke tellers alike – everywhere we go nowadays we see people looking down on their smartphones. And what usually follows those jokes is talking about the good old days of payphones and giving directions over the phone. While those are both popular sentiments, the truth is these devices we are so attached to are not going anywhere anytime soon. One recent survey shows that at least 95% of Adult Amerians own a cell phone and 77% own a smartphone.
And what type of content are people looking down at the most? In a white paper produced by communications giant Cisco, they found that in 2017 about 17% of internet traffic was video but by 2022, video will account for 82% of all traffic. They go on to say in the white paper that; “The implications of video growth are difficult to overstate.”
These numbers of course come as no surprise for those of us who regularly watch Netflix, Youtube, Facebook and Instagram videos at home in bed, on the train, in the doctor’s office or while waiting for Chinese take out. It’s just so damn convenient to watch videos now! This explosion in video however has created an opportunity for businesses, especially law firms, to get in front of consumers when they are consuming content. So rather than long for the days past, a much more productive exercise is to figure out how to build a business strategy around video that can give your firm the edge.
The beauty of video is that, when done right, it can compel the viewer in a manner that only music can in that it not only informs but it creates this emotional response.
We’ve all experienced that moment a friend or family member sends us a random video and we take a moment to watch it in the middle of our day and are unwittingly moved to hysterical laughter or tears because of what we watched. This type of impact is much more likely to compel the viewer to take action. This is especially valuable to lawyers because, as we have written about numerous times, it’s often the case that people are in a heightened emotional state when looking for a lawyer. Whether they are scared about spending time in jail, heartbroken over a failed marriage or in despair after a serious injury, a high quality 2-3 minute video that tells your firm’s story and howRequest a Quote
Of course, nobody wants to sit around and binge watch the cheesy lawyer ads we have seen on daytime TV since we were all children. The key to achieving the desired result is to incorporate storytelling into your video and making that video feel more like the movie than your traditional lawyer ads. How do you accomplish this?
It’s common for lawyers think that there’s nothing interesting about their firm or about how or why they started it but this is a fallacy. Tim Ferris, (Famous venture capitalist, podcaster and author of “The 4 Hour Work Week”) often says, (paraphrasing) ‘if you find yourself around people who aren’t interesting, the problem is that you’re not asking the right questions’. We have found this to be an absolute truth and one that applies to law firms as well. Whether you practice real estate law, probate or personal injury, there’s an interesting story that led you here (other than ‘making money’) and that story needs to be uncovered in your video.
Of course there’s specific issues or problems people come to your firm. For your video, and marketing in general, however, it’s important to think about those issues at a higher level as a pain point. People only buy something if there’s a pain. The greater the pain, the more important the buying decision. For some lawyers, the pain they solve is sadness. For some it’s anger. Others, it’s security (the lack of). Showing your client that you understand their pain. The nuance of it, the intensity of it and the consequences of it, all this is critical to your marketing message.
Every firm has that moment when a potential client says, “why should I hire you over competitor x?” It’s incredibly important to not give a lazy answer here but rather one that is compelling. One that identifies you as THE no brainer decision for your client’s problem because of how uniquely qualified you are to address their pain in a way no one else can. It’s here that your client can start to envision how their life could be rid of the pain they are facing with your help and we want to paint that picture in a way where they don’t need much of an imagination
In the old media days, you would oftentimes see lawyers have success creating a phony character or caricature of themselves and then advertising around. This no longer works. The modern consumer is more savvy. With access to unlimited information in their jeans pocket, they can research reviews, look at social media, read blogs and make an informed decision accordingly. For your video to make the impact you want, your
message must be authentic in every way.
Production value is not everything of course but it certainly matters a great deal. Think of it this way; the higher the stakes your clients have, the more scrupulous they will likely be in making the decision on who to hire. Do you think a low budget video will send the right message to your potential clients that you are right choice? In all honesty for some lower level legal issues the answer may be yes but most of our clients are looking for high value clients with serious problems and for them, we would never recommend saving a few hundred or thousand dollars when the cost of losing a single client can be in the millions.
This is a 2-3 minute video where we tell your firm’s story and present your firm as the best option in a crowded market by highlighting all of your strengths. This is a turnkey video solution which typically requires 1.5 full days to shoot. It helps a great deal if you have former clients who are willing to sing your praises on camera.
There is now an explosion of people who instead of searching terms on search engines like Google and Bing, are now simply asking questions. We create FAQ Videos for your website, transcribe them, and embed them into landing pages that are optimized so that when people ask these questions, you have a very strong chance of ranking for those questions.
Your practice area pages on your site are typically a great place to showcase and demonstrate your expertise in very specific areas of your practice (such as Divorce Law, Car Accidents, Estate Planning, DWI Defense etc.) and a practice area
Many law firms have testimonials on their website. What could be more compelling than your website visitors hearing your clients sing your praises in in their own words? Our client testimonial videos will do just that for your audience.
We market your site on every platform that utilizes video including Youtube, Facebook and Instragram while targeting the individuals who are likely to be in need of your service.
Once we have produced your video content, we market it across the internet to drive traffic to your site using these videos through social media and video sites.
There’s a lot of legal marketing firms making promises to law firms that they cannot keep. Here are just a few examples of how we are different:
Terry & Kelly PLLC / Austin, TX
The Ammons Law Firm / Houston, TX
Kirker Davis / Austin, TX
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Tire Defect Practice Area Video / Ammons Law
Wrongful Death Practice Area Video / Ammons Law
Car Accident Practice Area Video / Ammons Law
See how Elite has helped our existing clients dominate their market areas.
“Truly interested in helping our firm grow. I’ve worked with Brian at Elite for over 6 years now. You expect any company you bring your business, to be honest, ethical, and to deliver on your expectations. What has set him apart from the numerous other marketing firms that I’ve encountered is that he has always been proactive about modifying our tactics ahead of the competition. He has never once tried to ‘sell’ me on a service, but is truly interested in helping our firm grow.”
“It was a pleasure. No other way to put it. Emails were promptly responded to. Phone calls returned. Just an amazing top to bottom experience with Elite Legal Marketing. I can’t speak highly enough about both my experience working with them as well as the finished product of my firm’s website … There’s nothing about my relationship with the team at Elite Legal Marketing that I would change. I consider myself lucky to have found them and look forward to working w/them in the years ...
“Elite Legal Marketing has far surpassed our previous online marketing agency (Findlaw) in every way, from their service oriented approach and transparency to the results our practice has seen, I cannot recommend any online marketing company as highly as I would recommend Elite for lawyers who really want to break through in their market. I cannot recommend any online marketing company as highly as I would recommend Elite.”
“Elite Legal Marketing is a best-in-class agency. Beyond that, their business ethics are exemplary. Holly Davis and I have worked with them for the better part of a decade and they never, never failed to deliver.”
“I am a solo practicing divorce attorney in Annapolis, Maryland. I have worked with Brian at Elite Legal Marketing for about 2 years. Before switching to Brian, for the previous 6 or so years, I had worked with other web marketing firms, including Scorpion, with inconsistent and usually frustrating results. After switching to Brian, my results became consistently solid. Brian delivers what he promises, and I couldn’t be happier. First he built for me an amazing website. Then he worked t...