The Lawyer’s Guide to Legal Marketing in 2022

The right legal marketing strategy can completely transform your business. Unfortunately, law school doesn’t teach you how to put your firm in front of qualified potential clients. Many lawyers are stuck in a cycle of outdated marketing tactics that barely move the needle, keeping their business at a plateau.

At Bambiz, we teach Elder Law and Estate Planning attorneys how to grow their firm, attract their ideal clients, and increase their revenue with today’s most effective marketing strategies. We created The Lawyer’s Guide to Marketing in 2022 to keep you up-to-date on what is working for the most successful firms around the country and how to use these techniques to your advantage.

There are seven key elements that are essential to catapulting your business to success in 2022. Today, we will break down each one to get you well on your way to creating a multimedia marketing strategy that will help you achieve your goals.

How to use video in your law practice

Did you know that more people are watching YouTube than television today? This interesting phenomenon highlights the importance of perfecting your video marketing strategy. The only equipment you’ll need to begin with is your smartphone, a clip-on microphone, a small tripod, and a ring light! Creating a high-quality video has never been easier (or cheaper!) than today.

Does lighting play a big part in filming a video?

The lighting transforms an average video into a high-quality marketing tool. Instead of using a tabletop ring light that shines a light directly into your face, we recommend getting a ring light that stands on the floor. 

A ring light with a floor tripod allows you to control the height and position more effectively to ensure that your lighting is always spot-on.

Videos look best when you have at least two, but ideally three, light sources coming from different directions. It is best to include one light source on each side of your face, as well as one on the floor that shines up from below. If you have a bright, sunny room with multiple windows, that would be a great space to film your videos to get great, natural lighting while saving money on artificial light sources.

Why is Selfie mode a bad idea for video creation?

Many attorneys make a common mistake when filming videos by setting their phones to selfie mode. While this may seem like a good idea, filming in selfie mode can be a distraction, as we tend to look at the image of ourselves rather than looking directly into the camera. Looking into the camera is the equivalent of making eye contact with the viewers, which builds more trust.

In addition, the viewer will notice you were looking at the screen rather than the camera, which can be distracting for them. Therefore, instead of recording in selfie mode, use the back-facing camera.

Using the back-facing camera makes it easier to focus on the camera and produces higher quality images than the selfie mode camera.

Want to know the secret to take your videos to the next level?

Turn your phone sideways so that it is resting horizontally rather than vertically. Filming horizontal makes the video look better on YouTube and will give the illusion that it was filmed using a high-quality camera rather than a smartphone.

How to get the best results on YouTube

Most attorneys want to cut to the chase and determine how many videos are required to reach certain milestones. The good news is that you probably won’t need a million YouTube subscribers to have a successful law firm. You only need to reach a targeted audience of families who need your services and are interested in the information you’re providing.

We recommend aiming for approximately 1,000 subscribers, which boils down to about 152 videos per year. A great way to generate many videos quickly is to join a video challenge to film just one video each day. 

Once you have your filming station set up, plan to record for a few minutes each day. Making these quick, informative videos is a piece of cake and takes no time at all!

What are some of the best techniques to make your video thumbnails stand out?

Did you know that the thumbnail is often the deciding factor in whether or not someone will watch the video? Keeping your target audience in mind is essential when creating a thumbnail. For example, as an Elder Law or Estate Planning attorney, most of your target audience is over the age of 50 and will respond best to a thumbnail with a large font that is crystal clear and easy to read. (Check out: How to Create an Eye-Catching YouTube Video Thumbnail [+templates])

Canva is a free online tool you can use to easily create video thumbnails. With hundreds of templates to choose from, you’ll have an eye-catching video thumbnail in no time.

Free Canva Templates for Attorneys

FREE YouTube Thumbnail Templates

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What is the perfect length for a YouTube video?

To gain new subscribers and maintain an active audience, they need to count on you to produce relevant content for them consistently. However, most people don’t have time to sit down for twenty minutes at a time to watch videos about Elder Law or Estate Planning. They want to get the information they need quickly and easily, without having to sit through any fluff.

Focus on producing videos that are two or three minutes long and are a quick burst of valuable information.

It is important to mention who you are, what you do, and how often they can expect videos from you at some point in your video. Giving this information shows that you are dedicated to consistently uploading content that they can count on to get their family through a stressful and challenging time.

Is a YouTube description necessary?

With the ultimate goal being booking more consultations and converting more clients, your YouTube videos should lead viewers to the next step in the process. This part in their journey is where the video description comes in handy!

Naturally, viewers will want to gather as much free information as possible before committing to a consultation. Creating a template for your video descriptions makes it quick and easy to copy and paste all of the information they’ll need in one place, so they don’t have to search for where to go from there.

Your video description should include links to various sources so that each viewer can easily find what they need. For example, do they need more information about avoiding probate? Do they want to learn more about Lady Bird deeds? Include links to any relevant lead magnets you have or even more videos where they can learn more about related topics. Provide them with as much information as possible to lead them toward your ultimate goal.

How can you use Email Marketing to attract potential clients & Lead Magnets to capture their information?

Email marketing and lead magnets are the most effective ways to build a long email list of qualified potential clients. A lead magnet is a free item such as a short eBook, a “cheat sheet,” or a checklist that you provide in exchange for someone’s email address.

Think of your sales process as a funnel. The lead magnet is the top of the funnel that leads down to your ultimate goal of securing that consultation. Email marketing guides your leads through this funnel as you gain their trust and build a digital relationship with them. 

On average, it takes about 10 “touches” between your firm and a potential client to gain their trust, meaning that you should have at least 10 lead magnets ready to go for your email marketing campaign.

What is the best way to setup an email lead sequence?

Did you know that there are two different types of email sequences that are required to successfully book more consultations? 

Once someone downloads a lead magnet and provides their email address, it is important to immediately begin a sales sequence with them. The sales sequence is when your firm sends them an email every few days to encourage them to schedule a consultation. 

If they have not yet scheduled an appointment after the sixth sales email but are still opening your messages, you will switch them to a nurture sequence. 

The nurture sequence is all about building trust and rapport and never ends until they contact you. There is no more direct pitching involved, and you no longer have to try to sell your services. 

Instead, you will simply continue sending them helpful, valuable information to keep your firm’s name at the top of their mind. Then, when the time comes that they are ready to work with an attorney, you will be the one that they turn to for help.

Should optimizing your website be a priority?

Have you ever heard of the grunt test? We always say that your website and message should be so easy to understand that even a caveman could figure it out.

A great way to run a grunt test is to ask a stranger to look at your website and see how quickly they can determine what you do. Your mission, message, and services must be loud and clear so that your target audience immediately knows that you are someone they can trust to help their family. 

A great way to send a message on your website is to use positive images that convey a clear message about what you do and who you can help.

In addition to a clear message and positive images, it is essential to include call-to-action buttons on your website to provide a clear direction as to where the viewer should go next. The navigation on your website should be simple, direct, and easy to follow. 

The more you make viewers search for the information they need, the more likely they will leave your site and find a more user-friendly site.

What are the best ways to showcase your reviews & testimonials?

What is the first thing you do when you want to work with a new business? You look up reviews and testimonials from former customers or clients! Everyone knows that good reviews are vital to attracting more clients, but many attorneys don’t know how to collect those testimonials.

A thorough, detailed review is what will really attract new clients and establish their trust. These types of reviews can be gained through either email or text message. While email requests tend to gather longer, more detailed reviews, it is also more challenging to get a response via email. Messages get lost in their inbox, it takes them longer to see it, and it is generally more difficult to get a timely response this way. While text message reviews tend to be shorter, most clients prefer to receive text messages over emails, and they are quicker to respond to them.

To find what works best for you, do a split test to determine which method gets you the best results. For example, send an email requesting a review and then send a text message directly following your appointment with them to make sure they see it at just the right time while your interaction is still fresh in their mind. After your split test, you’ll be able to determine which strategy works best for your clients so you can get more reviews.

To make this process quick and easy, write up a template that you can copy and paste for each client. The message should include a link that will lead them directly to your review to make it as straightforward as possible for the client. The less time and effort it takes them, the more likely they will leave a review for you.

Place potential clients on your Value Ladder

A value ladder is the difference between businesses that consistently reach their revenue goals and those that struggle to grow and expand. Whether they realize it or not, every business has a value ladder. 

A value ladder is a visual process that organizes your firm’s offers and goals. This process puts them into a step system to show you exactly where your potential clients are going and where your current clients are versus where you’d like them to go. This visual will help you organize your sales process, create a more seamless transition from one step to the next, and help you guide more leads to the ultimate goal of signing them on as a client.

You should be providing at least six opportunities for your leads to get on the first step of your value ladder. Examples of these opportunities include:

Your firm may need more steps on your value ladder depending on how many services you offer, but here is an example of what a standard Elder Law and Estate Planning value ladder might look like.

Bait them in

The first step is to bait them into using all of your free resources like blog posts, helpful videos, social media posts, and a modern, client-focused website. The more free resources you can offer, the better!

Catch their email

By providing so much valuable information for free, you’ve now built their trust and led them on to the next step. Potential clients are now willing to give you their email address in exchange for more thorough information from a source such as an eBook or webinar. In addition, they now trust you enough to volunteer to be included in your email newsletter list and subsequent sales sequence.

Paying client

This step will vary depending on how many services your firm offers. This is an important step that will determine whether or not you reach the final and ultimate goal of gaining a lifetime client.

If you sign on a client who needs a standard service like a basic will, this experience will dictate their next step. If they had an exceptional experience with you the first time, they are more likely to come to you when they need help with more advanced services that will bring annual revenue to your firm.

Not all clients will have the need or the funds to become a lifetime client right away. It is important to give these people plenty of flexibility to move up or down the ladder depending on what their needs are at that time. 

Once you’ve written their will, they may not have the need or budget to move up the ladder right away, but you still want to keep them on your hook. Move them back down to the second step of the ladder and continue providing them with useful information for free until they need your services again. Once their needs change, you will focus on upselling them to continue moving them back up the ladder.

Can you guess The Most Powerful Tool For Legal Marketing?

Storytelling is the most effective marketing tool. Whether hosting a workshop or having a consultation, telling stories will keep your audience engaged, interested, and curious. In addition, it allows potential clients to see themselves in the story and helps them understand how the firm can help them. As a result, attorneys who use storytelling generate more revenue, book more appointments and make more connections.

Storytelling is an incredibly powerful legal marketing tool because the stories can also serve as indirect testimonials. Ask clients if they would be okay with having you share their stories to help other families in a similar predicament, even changing the names if that makes them more comfortable. This is a great way to demonstrate how your services have impacted past clients and how new potential clients will benefit from working with you. If they hear how other families have had success with you, they will feel confident that they can also find success.

To Sum Things Up

For many attorneys, marketing seems like a daunting and impossible task. At Bambiz, we are dedicated to providing Elder Law and Estate Planning attorneys with the resources they need to successfully grow their businesses.

Here’s a quick recap of everything we’ve covered:

  • Create high-quality videos to connect with your target audience.
    • Focus on good lighting.
    • Film horizontally using the back-facing camera.
    • Design thumbnails that are clear and easy to read.
  • Share valuable information that is relevant to their situation.
  • Use free lead magnets to collect the email addresses of potential clients.
  • Develop two email sequences, one for sales and one for nurturing leads.
  • Make your website client-focused and so easy to navigate that even a caveman could figure it out!
  • Collect reviews and testimonials from clients through email or text messages.
  • Create a visual value ladder for your firm to organize your sales process and gain more paying and lifetime clients.
  • Tell stories as often as possible to help potential clients envision themselves having a successful experience with you. Think of stories as informal testimonials that will encourage new leads to schedule a consultation with you.

 

With these simple strategies, you can achieve your growth and revenue goals through online legal marketing in 2022!

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