No law firm can expect a user to visit YouTube and search for lawyer videos, but there are many reasons why a website video is near critical for your online client development efforts.
In an earlier post about marketing during a recession, I suggested recording short, informative movies and clips about your business. I’ll add to that by recommending you be genuine, passionate and energetic in front of the camera.
Video offers an opportunity to make you more personable and approachable, all of which influence that first client meeting.
Video Makes Your Website Sticky
Since it’s not uncommon for a website visitor to leave almost as soon as they click through to your website (just look at your Bounce Rate on Google Analytics if you don’t believe me), you immediately engage with video and keep them looking longer. So instead of viewing just one page, they’re more than likely to read on once they’ve viewed your video.
Here are some additional thoughts on using website videos to grow your practice:
And for those of you wondering where my videos are, stay tuned!
Photo credit by t9t.
Professional service providers win when their efforts provide immense value, and thrive when their clients refer other like-minded people who have similar needs. So what could be better than a client referral?
A client testimonial!
An Econsultancy article from July 2009 refers to a Nielsen survey showing that 90% of consumers trust recommendations from people they know and 70% trust opinions of unknown users. The client referral pays you once (maybe twice), but the client testimonial earns it keep every time it’s used.
Here is a sample template you could use (where permitted and based on your profession) to solicit better testimonials:
Once you get these back, have them signed and dated for everyone’s benefit. Then use them on your website and in other promotional materials.
Watching what your competition does for client development is a basic principle for your marketing activities. It’s usually OK to borrow, copy and steal their ideas. For example, if your competition is another law firm, and they’re listed on Lawyers.com, then you better be there too. If they have a professional looking website, nice office, thoughtful logo or other impressionable, you should have the same. But, if you only borrow, copy and steal, you’ll quickly run out of ideas. At some point, you’ll reach a plateau, where you’re constantly playing catch-up. What’s worse, if you’re constantly changing gears and trying the next new shiny thing you risk forgetting what’s unique about your firm!
The solution? Stop and regroup.
Don’t worry about what your competition is doing. Instead, plan out your own client development strategies and work your plan. You’ll sleep better, and your competition will worry about you instead.
Related Posts
One of the best ways to keep clients is to prove your dedication to them. So talk to your clients – frequently. Ask questions about your services, what you’ve done (and what you haven’t).
But if you really want to know what’s on their minds, survey them.
When writing your survey questions, keep them brief. I’m sure a study has been done somewhere proving a drop in response for each additional question on a survey, so limit to a half-dozen or so. Be clear, concise and always thank your clients in advance for their participation.
With today’s technology, it won’t cost a fortune to gather valuable business intelligence. Here are a few tools for surveying clients:
The most important thing when surveying? Not what you ask, but how you apply the answers to your business.
Photo credit by kikashi.
It’s been said that in business, sales are King, but marketing is Queen, and she runs the show. Marketing is the engine behind your business, but also its weakest link. Before defining your niche, it’s helpful to create and implement a high level marketing plan containing the following:
How to Define Your Niche
Your main benefit, or why a client does business with you, is critical to your success, so invest the time needed to carefully think about and answer these questions:
With your niche and plan in place, you’ll give clients a reason to hire you – and be foolish if they went with a competitor!
Photo credit by saavem.