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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:

  1. 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.
  2. 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.
  3. 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:

Adding Another Layer: Follow-Up for Non-Conversions

Seeing the success of the initial strategy, the firm added another layer to their video marketing:

Why Video Works

Implementing Your Video Strategy

If you are intrigued by the potential of video marketing but unsure where to start, here are some quick tips:

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.