Law firms often dismiss video marketing as too expensive, too time-consuming, or simply ineffective. But what if I told you that a New Jersey attorney landed four new clients with a simple video strategy that took less than an hour to implement? The power of video marketing is undeniable, yet only a mere 24% of law firms utilize it in their marketing or client-nurturing strategies. The excuses are all too familiar: “I don’t like the way I look,” “I do not know what to say,” “It only works for big firms,” or “I don’t have the time.”
Well, as the saying goes, you can make excuses, or you can make money, but you cannot do both. Let us dive into how this New Jersey criminal defense attorney transformed his client acquisition process using video marketing and how you can do the same.
The Challenge: High No-Show Rates and Low Conversion
This criminal defense firm, which operates on a fee-based model, faced common challenges: high no-show rates for consultations and difficulty converting leads into clients. Their intake process involved an initial call, followed by scheduling a consultation. Despite the structured process, many leads needed to attend consultations, and those who did often remained hesitant about hiring the firm.
The Solution: A Simple, Automated Video Strategy
The attorney decided to implement a straightforward yet effective video strategy. Here is how it worked:
- Initial Contact and Appointment Setting: Once the intake call ends and the appointment is scheduled, the lead’s information is entered into their CRM or intake software.
- Automated Welcome Video: An automated email and text message are sent to the lead about two hours later, featuring a video from the attorney they will be meeting. In the video, the attorney introduces himself, shares why he became a lawyer, the types of clients he helps, and expresses excitement about the upcoming meeting. The video was shot casually in his backyard, with his dog beside him, adding a human touch.
- Pre-Consultation Case Study: On the consultation day, another automated email and text are sent, featuring a case study relevant to the lead’s situation. For example, if it is a family law matter, the video would discuss a similar case, the challenges faced, the actions taken, and the results achieved. This pre-sells the attorney’s expertise and reassures the lead.
The Results: Higher Show Rates and Increased Conversions
The impact of this strategy was immediate and impressive:
- Show Rates Skyrocketed: The firm saw a 98.9% increase in consultation attendance.
- Improved Conversion Rates: Leads felt more comfortable and familiar with the attorney, significantly increasing their likelihood of hiring the firm.
Adding Another Layer: Follow-Up for Non-Conversions
Seeing the success of the initial strategy, the firm added another layer to their video marketing:
- Post-Consultation Follow-Up: For leads that attended the consultation but did not immediately hire the firm, an automated email and text are sent the next day. This video, titled “What It’s Like to Be a Client of Ours: Day One,” explains the onboarding process and what clients can expect. This reassures potential clients and addresses any lingering doubts.
- Resulting in More Clients: This follow-up step led to an average of three additional clients each month who initially left the consultation undecided.
Why Video Works
- Humanizes the Attorney: Casual, candid videos make attorneys seem more approachable and trustworthy.
- Builds Trust and Rapport: Prospective clients feel like they know the attorney before even meeting them.
- Addresses Concerns: Case studies and follow-up videos answer questions and address potential concerns, reducing hesitation.
Implementing Your Video Strategy
If you are intrigued by the potential of video marketing but unsure where to start, here are some quick tips:
- Keep it Simple: You do not need professional equipment or a script. Authenticity is key.
- Automate the Process: Use your CRM or email marketing software to automate the sending of these videos.
- Be Consistent: Consistency in your messaging and follow-up can make all the difference.
Embrace the Power of Video Marketing
Video marketing does not have to be complex or costly. As demonstrated, a simple, authentic video strategy can drastically improve your firm’s show rates and client conversion rates. If a New Jersey attorney can achieve such impressive results with videos shot in his backyard, imagine what you could do!
Interested in learning more about automating your client nurturing and leveraging video to sign up more clients? Reach out to Rainmaker for a free consultation. Let us help you transform your law firm’s marketing strategy and achieve unprecedented growth.
