As you know, all clients aren’t created equal.
Most are tolerable … some make your life miserable … and a select few serve as the cream of the crop.
These are the ones who bring you the best cases. They’re also the most loyal — and you enjoy working with them.
So what’s the best way to get more of these clients?
Well, getting to the answer involves understanding an unfortunate fact …
No one wants to hire an attorney.
Unlike most purchases, hiring you to provide legal services is a process that typically doesn’t bring joy. People look for legal help because they have a problem.
In many cases, it’s an extremely serious problem. As such, you must market your law firm differently than other types of businesses.
When you look at most attorney marketing, you see all the same stuff. They talk about experience, great service and an eagerness to fight for your rights.
Little is done to address problems.
This is where your opportunity lies. Because the bigger the problem, the bigger the case.
You see, you can use your marketing to target the exact clients you want, based on their problem.
We’ll get into how in just a moment. First, though, let’s get one common issue out of the way …
Stop wasting money on marketing you can’t measure.
After all, how can you get better clients if you don’t know what’s working to bring them in?
Take to heart the words of Peter Drucker, a renowned consultant who’s often recognized as the father of modern management: “If you can’t measure it, you can’t improve it.
Of course, this is one advantage with digital marketing these days — you can track results. Whether it’s clicks, views, shares or conversions, you know how consumers are responding to your marketing messages.
The same goes for offline outreach too. You can measure by driving people to unique URLs. You can also use custom phone numbers and codes.
Whatever method you prefer, just make sure you’re measuring your marketing response.
Now, with that out of the way, let’s get back to addressing your prospects’ problems …
You see, by using your marketing to provide insight that helps your prospects, you demonstrate your knowledge. You’re also more likely to be seen as a subject matter expert, rather than just another attorney pitching legal services.
In effect, you become an authority figure. Few positions are more powerful or beneficial in business.
People naturally look to authority figures to help guide their decision-making processes. So when you’re seen in this position, it’s often assumed you know best.
Watch this example:
Notice how the content delivers helpful advice for a specific problem.
This approach helps you to stand out in a crowded market. It’s also a way to establish trust.
Consider this scenario too ..
Sam and Steve are both attorneys. Sam is a jack-of-all trades, offering legal services that range from personal injury and professional liability to criminal defense. Steve strictly does serious truck accident cases.
Who do you think is seen as the primary authority in their practice area?
Because Steve only has one focus — or at least that’s what he highlights in his marketing — we assume he does it better than Sam.
Of course, you can market multiple practice areas. Just put your focus on one problem at a time.
So what’s the big problem that brings in your best cases? What characteristics do all these people share?
Once you have these answers, you’re ready to demonstrate your value to prospects (and reach them via Facebook too). Use your marketing to answer questions, share stories and offer insight unique to your firm — what sets you apart from the competition? What makes you the obvious choice in your market?
You can let others do the talking too.
According to Nielsen, 92% of consumers say they trust earned media, such as testimonials, above all other forms of advertising. And if you use video, even better …
Research shows our brains process visuals 60,000 times faster than text. Of course, video also creates stronger emotional connections.
Looking to target more affluent audiences?
A recent Google Think Insights report cites video as the preferred advertising format because of its immersive characteristics. These buyers also use the Internet more than any medium when making purchasing decisions.
Seventy-five percent conduct research online before buying and 68% use search engines when doing research.
So using video, which naturally gives you a stronger online presence, acts almost like a shortcut for getting in front of better potential clients.
Of course, once there, your messaging has to “speak” them. What you say has a profound impact on how people perceive your law firm.
Please understand, there’s nothing wrong with being blatant — so explain who you work with best.
For instance, notice how the following phrases tell you exactly what clients are best for Eisenberg, Gilchrist & Cutt Attorneys at Law, a personal injury practice in Salt Lake City:
We only handle cases where the injuries are severe.
We limit the number of cases we take and focus on winning compensation for permanently injured individuals and families grieving a wrongful death.
The audience this wording speaks to are the same people who become the firm’s best clients.
Now, to get in front of these prospects on a regular basis, you have to go where they go. So where is the place that your best potential clients gather? Where do they read and consume content?
These days, Facebook is a likely location, as is YouTube (the #2 search engine on the planet behind Google). You should be in both these places.
Think about referral sources too. Simply keep in consistent contact with leaders in industries that complement your practice.
For example, chiropractors are a strong referral source for many personal injury attorneys. If you take an approach that helps them (instead of the other way around), you might be surprised at how receptive they can be to promoting your practice.
The key is to put yourself in front of potential clients in multiple places. That way you’re seen wherever they go.
Remarketing online is one way to carry out this task. With this approach, you position targeted ads in front of a people who previously visited your website or consumed your content.
Your ads, which run on other marketing channels, can be delivered in text, image and/or video display formats.
This works especially well in competitive markets. In addition, it’s an affordable way to raise awareness about your law firm because you determine your daily budget.
So now it’s your turn …
None of the suggestions shared here are complicated. They merely take a little extra effort.
In fact, you’re already part of the way there because you offer a valuable solution to a serious problem. Now it’s just a matter of altering your positioning and perception with prospects.
Want to discuss more ideas specific to your law practice? Schedule your free one-on-one strategy session with our video marketing experts today.
Michael Mogill is the President and CEO of Crisp Video Group, a national legal video marketing company that produces high-quality and engaging legal videos for attorneys all over the country. Crisp Video is consistently recognized for creating engaging legal videos that help attorneys see a 2 to 10 times increase in case values. By simply bringing in higher-value cases, attorneys who produce videos with Crisp Video see an average return on investment of 300% and routinely double and triple their revenue — sometimes within just 6 months. He has been featured in Forbes, Avvo, ABA, PILMMA, The Huffington Post, and The Wall Street Journal.