How To Sell Professional Services In A Web Video World
The technology and the rules of marketing have changed – for good. However, the fundamental need for relationship building is as important as it ever was.
In 1958, McGraw Hill created a classic ad entitled “The Man In The Chair“. The ad delivered a powerful message which is as true today as it was then. In this ad, a stern looking old man in a suit and a bow tie, sits in a chair, leans slightly forward and says:
“I don’t know who you are.
I don’t know your company.
I don’t know your company’s product.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s records.
I don’t know your company’s reputation.
Now – what was it you wanted to sell me?”
What is the take away from this ad which still applies today?Your potential new client must be given the opportunity to become familiar with you and your firm when and where they choose. Consumers search online for everything from concert tickets to computers and that includes professional legal services. The above phrases are conversations which are happening in the clients’ heads, and prior to any new contact with your firm or company, adequate information must be made available through your company website, social media, customer blogs, etc.
The most effective method for sharing information about your services and your company is through online video. There is plenty of data available on the internet which states unequivocally that web visitors who view video online about a business or service, convert to customers at a significantly higher rate than any other marketing medium.
An engaging and polished video presentation is a powerful tool in conveying your firm’s values and mission. A 60 second business profile to introduce yourself and your firm to a new client is typically an effective run time. Additionally, it is recommended to opt for a professionally produced video with proper script and storyboard development because the quality of the video presentation reflects on your firm’s image.
An introductory video is important and may be enough to engage a prospect. However, you may also want to consider offering valuable and helpful information to begin building a relationship with your potential new client. Obviously, the idea is not new – providing helpful information in the hope it will lead to new business. For example, offering simple advice on how to form a business or some basic tips on contract law. Using video to inform and educate is a very effective tool to capture new business, and it may lead to more informed client consultations. This saves both you and the prospect valuable time.