Television commercials have been used by law firms for decades, but only large firms could spare the expense—and most of the time, even the large firms they only bought time in local markets. Nowadays, however, law firms are taking advantage of a new way of getting their messages out: an online barristers’ video.  This is a tool that can be used by large and small firms, and has helped level the playing field a bit, at least in the online realm. Does that mean, however, that all firms should include a barristers’ video? Here are a list of pros and cons

Pros

• The cost. Hosting a video online is far less expensive than buying air time on a radio station, much less a television station. Of course, a professionally produced video can be costly, but with an innovative enough idea, you can shoot the video yourself and still convey the professionalism and knowledge necessary to attract prospective clients. And at that expense, you’ll only need to generate a handful of clients over your barristers’ video’s lifetime in order to see a return on your investment.
• It’s an unequivocal statement that your firm has entered the 21^st century. Clients need to know that their attorneys are doing everything possible to help them—and that includes using technology. With a barristers’ video online, you’re advertising not just your firm but also your technological prowess, making clients more likely to hire you.
• You’re going where the people are. More and more consumers shop online for everything from clothes to homes to lawyers. In fact, ninety-two percent of Americans shop online, and their efforts are making traditional legal marketing methods, such as advertising in the Yellow Pages, obsolete. Adding a barristers’ video to your website will built your web presence and allow you to attract more visitors and potential clients.
• You can target niche prospects. As most savvy legal marketers know, it’s often prudent to air different video or audio commercials that are targeted at certain populations. The same is true for a barristers’ video; however, unlike with radio or television, you don’t have to buy separate advertisement space, you can simply host multiple videos, each focused on a different niche. This specialization allows you to make a more powerful argument 

Cons

• Poor videos can hurt your firm. If your barristers’ video is crude, offensive, or utterly awful, then you may damage your brand and make it more difficult to attract prospective clients. However, with thought, time, and (expense permitting) market testing, you can avoid this problem entirely.
• Even well-made videos can fail to attract clients. While the purpose behind a barristers’ video is ultimately to generate leads, you may instead simply generate web traffic. This is especially true in the case of professionally made, artistic or humorous legal videos. Viewers enjoy the video, but either they have no need for an attorney or choose to go in another direction. However, even in these cases, the firm is building its branding and positive associations with the firm. Ultimately, a well-made video that generates traffic will help generate leads: they just may not come in a particularly trackable form.
• Its appeal is limited to online viewers. While this may be difficult to believe, there are people who have never gone online, or who rarely do. Your barristers’ video won’t do anything to help appeal to these prospects. On the other hand, it won’t hurt either, and as with any marketing tool, these videos should be used hand-in-glove with your other marketing strategies, which likely include more traditional forms of marketing.

The bottom line is, if you have the time to create a quality barristers’ video for online prospects, then you should. At a minimum, it will enhance your website; at best, it will become a source of solid leads for your firm.

Tags: advertising with barrister videos, barrister videos, online barrister videos, solicitor videos