We all know that we need to keep on a client or potential client’s radar.
Have you thought about using video or podcasts to do this?
Many legal organisations have been cautious of these techniques, particularly of video. Before the pandemic, the perception was that it was expensive and had to be organised with professional equipment and probably external help. Add to this that most (but not all) lawyers are allergic to being recorded, especially on film.
Post pandemic we are all so used to Zoom and Teams that the situation has entirely changed. Whilst using digital professionals will obviously give a more polished product, it is still worth considering putting together some of your own video/podcast content. Perhaps a professional recruitment video but some “home made” other video clips and podcasts?
Bear in mind:·
- Video boosts open rates by 19%
- Video boosts click through rates by 65%
- Video reduces unsubscribes by 26%
- Not many of your competitors are using video or video regularly
- Podcast audiences continue to grow at impressive levels.
So here are some ideas for you to consider, whatever the size of your organisation or its budget:
A news or case round up. Instead of sending a lengthy mailing, why not consider putting together a short video or podcast? You can then embed a link to it in a mailing.
- Introduction to the organisation. How about an edited tour of your office/chambers? Or an explanation of what is like being a pupil/trainee solicitor/intern/mini pupil? These could be hosted on your website and put out on social media.
- About us story. These days it is important to showcase your organisation’s values eg commitment to EDI, the environment, flexible working etc. A short video or podcast might be a good way of encapsulating this.
- Webinar mini clips. Put together some mini clips of virtual events/webinars and put these out on social media.
- Remind people of your video content. Write some posts/tweets/website articles to point people towards videos and podcasts you have already produced.
- Point to videos/podcasts in email footers. If you use YouTube, you could create an icon in your email footers.
- How to guides. Consider putting together some tutorials on common problems such as how to put together a bundle of documents or a witness statement.
- Thank you messages. How about putting together a “thank you” video or podcast for clients when legal directory results come out?
- Client testimonials or case studies. Some of your clients might be prepared to record short statements about working you and the great results achieved. Social proof is very important to winning new work.
Finally, if all this sounds as though it is all too much, remember that you can always seek help from professionals/consultants to help you achieve some or even all the above. They could get you going producing your own videos/podcasts and perhaps help produce some “hero” content for you. Whilst there will be a cost involved, depending on what you do, it does not have to cost the earth.