The legal field is one of the most competitive businesses on the planet. With so many fields of study and so many firms in each industry, it makes it hard for law firms today to stand out and differentiate from one another.
Many firms spend a considerable portion of their marketing budget on a website or printed marketing materials such as brochures or flyers. This high-impact imagery can be integrated into new-business proposals, award submittals, publicity initiatives, and other marketing and web materials.
It’s money well spent.
What law firms have been slower to recognize, however, is the value of moving pictures, or video, to their firm. This is understandable, as the traditional systems for pursuing and communicating about legal services continue to rely predominantly on traditional marketing.
At the same time, there’s a growing appetite for video among clients, prospects, potential employees and other business partners. By ignoring this trend, firms are missing key marketing and communications opportunities.
Here are five specific ways that firms can use video to celebrate their work, showcase their people and advance their practice.
- Recruiting: Hiring is always a huge challenge for most businesses. How do you attract and keep top talent? When you are recruiting for new hires, how do you stand out from other firms and position yourself as a top employer? As the war for talent continues to intensify, video is a compelling medium for showcasing a firm’s people, culture and values.
- Client testimonials: While law firms regularly use testimonials to communicate their successful client relationships, these marketing tools usually take the form of a written quote, sometimes accompanied by a headshot. Effective as these testimonials can be, there’s something far more powerful about seeing and hearing those same individuals express their opinions about working with a firm.
- Case Studies: Video is an incredibly powerful way to convey the impact your firm had on a particular client. Traditionally case studies are highlighted by lengthy text on websites or flyers, however, video allows the viewer to engage and learn more about a particular project or client than they ever could just by reading the text alone.
- Thought leadership: Most firms want to be considered “thought leaders” in a target market sector or area of expertise. To support this goal, they publish long-form content pieces, such as white papers or technical articles. While these narratives can be effective marketing tools, they ignore an entire segment of people who may not be willing to read a 2,500-word article but are more than happy to view a four-minute video that illustrates the same points.
- Showcasing the legal process: Many people today are confused about the legal process and what to expect. Video is a great way to connect with potential clients, build trust by educating them about the process, and make them feel at ease about the thought of working with your firm. Often, when someone needs a lawyer they may not be in the best circumstances, so video is a great way to connect and build rapport before getting to talk with them.
As video continues to expand its influence, architecture firms are in an ideal position to leverage this high-impact marketing medium to differentiate their practice.
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This blog post was written by our Partner Add-on, JM Films.0