The Jacobs Law
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300%
Increase in Call Volume
Project Overview
There’s one thing that trumps all when it comes to discussing video marketing campaigns: Results. With a range of investments that you can make to market your firm, which one brings you the best cases and returns the highest ROI?
We could tout slick facts and statistics (and there are many) detailing the successes of legal video marketing, and that would be all well and good. But… Wouldn’t you rather hear it directly from the attorney himself?
We interviewed our client, attorney Travis Jacobs, to discuss the role legal video played in transforming his practice, The Jacobs Law, a boutique law firm devoted to business law and business litigation for small businesses.
Challenge
Like many attorneys, Travis Jacobs was looking for a unique way to set his firm apart. He knew that video content was gaining popularity, and that most internet users preferred video to text:
I had been looking into video for almost a year, but hadn’t found a provider that was doing what I wanted done. I knew video was becoming a bigger and bigger driver of web traffic. YouTube, Vine, and Vimeo were crushing traffic analytics because people like to absorb content by watching it instead of reading it.
Many bigger, better funded firms that I compete with weren’t doing video (or weren’t doing it well) and I saw it as an opportunity to gain a leg up.
Travis Jacobs, The Jacobs Law
Before making the decision to pursue video, Travis was struggling with marketing strategies that weren’t producing consistent returns:
We were making money, but it was very hand to mouth. Money went out almost as fast as it came in. At one point, we were successful on a big case and decided to reinvest a large percentage of the revenue into advertising. At the time we were getting a couple calls a week, but they were mostly one-off tasks.
When we asked about how he compared to other firms in his market, Travis admitted many of them spent more on marketing:
Of the firms we compete with now, I’d bet they have bigger marketing budgets. We don’t spend an enormous amount on marketing, but I think we have been smart about the allocation of our marketing resources.
Travis Jacobs had to be smart about where he invested his marketing money in order to get the largest return on his investment.
Strategy
Travis Jacobs was aware of the impact video had on potential clients’ decision-making behaviors, but was now faced with the task of choosing a legal video vendor.
Here’s why he chose Crisp:
There are a ton of poorly produced grainy lawyer videos with a lawyer talking into a camera or behind a desk with a “client” on the other side mouthing gibberish while a voiceover says something to the effect of, “We are the best lawyers, we fight for you, we truly care…”
Have you ever heard a lawyer video say, “We don’t care about our clients.” No.
They all say and do the same thing. I wanted a video that tapped into us personally and conveyed an image of professionalism, but I hadn’t found a provider that was doing what I was looking for. After seeing Crisp Video’s work, their videos were exactly what I had envisioned.
Travis Jacobs, The Jacobs Law
However, making the decision to fully invest in Crisp took some thought, as the video investment would require a solid percentage of his annual marketing budget:
My biggest concern was the cost. The Jacobs Law had set aside funds for marketing for the year, but the Crisp Video package would use almost all of it. I kept watching the videos on Crisp’s website over and over. They were all very well produced.
I showed my associate some of them and he too was impressed. I slept on it, and the next day I decided to go for it. It was a risk, and at the time it was the biggest single marketing expense we had expended, but I thought – no risk, no reward. It definitely paid off.
Here are the results Travis saw after implementing his Crisp video.
Just research how video drives traffic and conversions. Any lawyer – any business – that still doesn’t believe video marketing is a necessity must be living under a rock.Travis Jacobs (Owner, The Jacobs Law)
Impact
Whereas Travis may have had some initial hesitation about investing in Crisp, he now recognizes the impact his legal brand video made on his practice.
Our videos launched in October. Within two months (by December) we were getting about two to three times the calls we were getting before we posted them, and the calls were for more value-added work and fewer one-offs.
By January we had to hire an answering service because we were getting so many calls during the day that we couldn’t get existing work done fast enough.
It was a risk to invest the funds, but it definitely paid off and continues to pay dividends. I’m planning to do another round of videos later this year.
The videos drew more clients with more, higher value added work to our law firm. That, in turn, improved our revenue. Increased revenue has allowed us to be more discerning in the cases we accept, which has made our work even more enjoyable.
We asked Travis to rank the Top 3 investments he’s made for his law firm, and Crisp was #1:
The video we produced with Crisp Video is at #1 – no question. #2 and #3 would be targeted paid ads and firm-created content – blog articles, web pages, and social media.
The results Travis saw from his Crisp video are a key indicator of the importance of discerning between value and cost. While there are certainly cheaper video vendors in the industry, many cannot promise the results Crisp clients have obtained from their legal video marketing efforts.
Ultimately, Travis Jacobs’ decision to invest in Crisp came down to quality and results:
There is no magic bullet, and you have to spend money to make money.
I believe it’s important to resist the temptation to find the cheapest option.
Travis’ decision to invest in Crisp paid dividends for his law firm. If you’re interested in learning more about how legal video can benefit your law firm, feel free to reach out.
The videos drew more clients with more, higher value added work to our law firm. That, in turn, improved our revenue. Increased revenue has allowed us to be more discerning in the cases we accept, which has made our work even more enjoyable.
Travis Jacobs (Owner, The Jacobs Law)
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