When was the last time you saw a video advertisement?

The marketing tool that used to be chained to network television, trapped in a 30 second box, which could only be unlocked with a $50,000-marketing-budget shaped key, is now free. Free to roam the various platforms consumers are consuming. We now see video ads on our news articles, video ads on our Twitter feeds, and video ads on our video ads. Today, law firms are leveraging video marketing more than ever. But traditionally, calculating ROI for video has been very difficult. So, what are the benefits of video marketing for lawyers?

There are many ways a person selects an attorney. Here, we'll look at the most important ones:

Whether you have a single attorney practice or a large firm, undoubtedly you are concerned about things such as new client acquisition, settlement increases and public reputation. Why not leverage a marketing tool like video to be successful in all three of these areas?

Video is quickly becoming an essential part of any successful marketing endeavor. And attorneys across the country are producing videos of all kinds in an attempt to aid their firms. But simply throwing a camera on a tripod and pressing record isn’t going to do the trick. There are three specific types of videos that law firms are using to greatly increase their client base, settlements and overall revenue.

Written by Jim Sweezy | jimsweezy@inneractionmedia.com

Not long ago there was a tremendous reluctance for attorneys to embrace law firm marketing. Whether it was the idea that any form of advertising violated their code of ethics, or that marketing one’s firm simply trampled traditions, the legal profession long resisted the development of a comprehensive marketing approach.

Once legal advertising became more acceptable, attorneys began placing their ads on any and all portions of yellow-page advertising. They bought billboards. And then came the great migration to television, where, according to a study by the U.S. Chamber’s Institute for Legal Reform, Law firm spending on TV ads has been rising six times faster than overall spending during the last eight years.

While television remains a favored media option of attorneys, where do people actually turn when they need a lawyer? A FindLaw.com and Thomson Reuters study found that 38 percent of respondents said that they use the Internet first when searching for an attorney. 29 percent would ask a friend or relative first. For a profession that long relied on word-of-mouth and referrals, it is a reflection of the times we are in that most would now opt to go online first.

People need legal services — whether a legal issue with an employer, car accident or divorce. People count on you to guide them through their legal issues, serving as their primary advocate, confidant and authoritative legal counsel. With so much at stake, your services are vital to your clients and their families. Even though your services are indispensable, you should still be marketing your services to differentiate your firm from the competition.