McGlinn & McGlinn, Attorneys at Law
You are interrupting TV watching patterns in the hope and expectation that a viewer will see your advertisement and have a burning desire to pick up the phone and call you at that moment.
Here is my question to you:
“How are you using television ads to target your ideal consumer and the ideal type of case you would like to handle more of?”
The reality is that most law firms who use TV advertising use their ads to target multiple types of cases. The exception are law firms that target individual pharmaceuticals that have been recalled or pulled off the market.
The majority of lawyers who advertise on TV focus on general broad-based areas of law.
My next question to you is, “What are you doing now target your high-value high profit cases?”
In all likelihood, you are doing very little to target those specific types of cases. Many lawyers who invest substantial resources to create television campaigns fail to utilize other media to target their ideal clients.
HERE’S A KEY QUESTION THAT STUMPS MANY LAWYERS
I often will ask attorneys who are using TV what other media they are using that allows them to form a bond with their potential client? What type of media do you use that will gain trust and allow you to explain and teach your ideal client before you ever meet them?
That question usually results in complete silence on the other end of the phone. I often have to ask the attorney whether they are still there.
TV-based campaigns can be an excellent way to draw qualified traffic to your law firm. But as you know, TV campaigns that continue on for days, weeks, months and even years are expensive.
USE MORE THAN ONE MEDIA TO SEND YOUR MESSAGE
Ideally, you should be using multiple sources of media to generate marketing messages to attract ideal clients to your law firm. You should never use exclusively one type of media since clients will come to you through different sources.
One of the key benefits of using video to market your law firm is that video allows you to build trust with your viewer. It allows you to show your expertise before ever meeting your potential new client. Video allows a viewer to get to know you and learn from you in a way that no other media has been able to do.
Another interesting point about video; Video is not an interruption-based marketing media.
Instead, it works when someone goes online to search for information.
Consumers who are actively looking for information about how to solve their particular legal problem often go online to look for answers and to become educated. Lawyers who can provide answers to what their potential consumers are searching for, stand a much better chance of getting a viewer to pick up the phone and call compared to someone who offers a static website and no real educational information.
A BIG DIFFERENCE BETWEEN TV MARKETING AND ONLINE VIDEO
If you are running TV ads, the moment you turn off that spigot, the calls stop. That is not the case with online video.
With online video, you create your marketing message once, put it online and it can be watched 10 times or 1 million times, all for the same exact cost of virtually zero. Video works for you night and day 365 days a year without you having to do any other work or invest any other resources into it.
TO LEARN MORE…
If you would like to learn more about how the Lawyers Video Studio can help market your law firm using video I encourage you to pick up the phone and schedule your free consultation with me at 1-800-320-4314 and leave a message for my production manager Kathleen. She’ll be happy to set up a call.