Legal services marketing seeks to engage prospects when they are most apt to select an attorney or a law firm to solve a problem. For the estate planning law firm, it is usually when individuals and families have already taken a few steps along the client journey. They realize there is a problem, have identified the solution and have begun looking for an attorney or a law firm who can help solve the problem.
That search for a solution might be immediate—going online and scanning a number of estate planning and Elder Law firm websites, filling out forms and passively waiting to see who responds—or it may be a slow process—talking with friends and family members, scanning the local newspapers, leisurely looking at law firm websites and speaking with other trusted professionals, like a CPA or financial advisor.
How do you get to be the one they choose, whether they are on the fast track to retain or have time to spare? Today, you need to assertively engage the legal consumer with a variety of tools and techniques. We have seen the success of lawyer videos in helping practices stand out from others in their marketplace. It’s a powerful way to deliver a personal message.
Engaging with prospects is not easy. The field of messages is quite crowded, and online is not the only media clamoring for their attention. Most communities have at least one weekly or monthly publication geared to seniors. There are advertisements in most local daily newspapers for workshops and dinner seminars from other estate planning law firms, some more aggressive than others. There are attorneys who seem to be everywhere, attending community events, serving on highly visible not-for-profits and being quoted as sources in the news.
The professionally produced lawyer videos that IMS creates for our clients does more than inspire prospects. A call to action (CTA) is built into every video that we produce. The beautiful drone footage that we incorporate into the videos, the compelling personal stories of the estate planning attorneys and the clearly defined messages are accompanied by a very clear bit of direction: call us today. The message is not crass nor is it overly repeated. We’re more subtle than that. But we also know that clients who are watching your video, drawn into your narrative and hearing your targeted messages are at a perfect place to take the next step: contacting your firm for an appointment. If you don’t have a lawyer video on your website, call James at 877-352-2021 ext. 80 and learn how video can boost your firm’s engagement.