Sometimes, it’s the simplest and least expensive marketing strategy that can make the largest impact on a law firm.
Lawyers don’t have to spend thousands of dollars on a billboard or TV commercial in order to build awareness in the community.
Instead, follow these steps to implement the best legal marketing strategy:
Monitor the News For Great Legal Marketing Opportunities
Start your morning off by reading the news and looking for stories that are relevant to your business.
For example, if you are a personal injury attorney, look for headlines on catastrophic car crashes, defective products, or medical malpractice.
Record A Video
If you find a relevant story, take out your camera and record a video of yourself commenting on it.
Let’s say you find a story on a defective product that has injured hundreds of people.
Create a video explaining who is liable when a defective product causes consumers harm and what victims can do if they have been injured.
Hold the phone sideways as you are filming and make sure the video is no longer than two minutes and 20 seconds.
Distribute the Video to the Media
The next step is to distribute the video to the media.
Find the reporter who wrote the story on Twitter and send him or her a copy of the video along with a note that states, “I have an interesting take on this story that I thought you may be interested in.”
You can also distribute the video to other reporters who have written about this story or who write about similar stories.
Reporters who want fresh content about the topic may use the video on their website.
Some journalists may even reach out to you and ask if you would be willing to sit down for an interview on the subject.
In fact, this is exactly what happened to a law firm in New York that implemented this strategy.
With one simple video, the lawyer was featured on multiple news websites and became known as an authority on the subject.
This is free marketing for lawyers who are willing to spend a few minutes creating a video on their own.
Follow-up if you don’t hear back from anyone you contacted.
Some lawyers may find success with their first video, but many others will probably need to create multiple videos before a journalist takes the bait.
It’s important to be persistent even if this strategy is not effective the first time.
Repeat this process every time you see a relevant news story that is worth talking about.
Even if one of the fifteen videos you create is picked up by a journalist, it can make a huge impact on your business.