Law Firm Marketing: If Gen X Is Your Target, You'll Find Them Online
According to a new research report by digital intelligence agency eMarketer, those marketing to the Gen X demographic – consumers aged 34-45 – need to be making heavy use of digital marketing tools or they’ll be missing the mark.
Gen Xers are the first American generation to grow up with computers, and are heavy consumers of all things digital. To effectively engage this demographic, marketers need to use multiple channels with a heavy emphasis on online video to get their message across.
eMarketer says that Gen X is the largest online video audience, and forecasts that almost 75 percent of them are watching online video at least monthly – a number that is expected to grow another five percent by 2015:
Use these simple guidelines to make a highly effective online video for use in your law firm Internet marketing efforts:
Keep your videos under 4 minutes. Most people will not watch long videos, so keep them short and to the point.
Use real people, using real words. Give your audience a chance to see your face and hear your sincere words.
Give them good content. Don't be afraid to give good content on your video. Your perfect client wants to know that you are competent, capable, and caring.
Focus on your Target Market. Focus your video topics on your target’s needs, challenges, and points of pain. Your script should describe some of the problems clearly, and then explain how you can solve them.
Use case studies. Facts tell, stories sell! To get your point across tell the story about how you helped a client.
Include a call to action. Tell them what you want them to do: call your office for a free consultation or visit your website or read your blog or connect with you on Facebook or LinkedIn. Be specific and if you give a free consultation be sure you tell them that.
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