Shannon Law Group

Strategy

The beauty of a multi-faceted, holistic program like CrispX is how comprehensive its approach is.

When he made the decision to join this sophisticated program, Joe Shannon was signing on for a holistic law firm growth solution with three essential elements. The CrispX Game Changer Program combines:

• A robust video library of content strategically produced for each stage of your ideal client’s decision-making journey.
• A 360º marketing campaign that is both broad and powerful, getting you in front of your ideal client wherever they spent their time online, and ensuring they recognize your brand every time.
• The top business coaching and workshop program in the legal industry, connecting you with an intimate, vetted group of like-minded 7-8 figure firm owners who are equally committed to achieving massive growth.

After zeroing in on the exact clients and cases they wanted to attract through Crisp’s detailed discovery process, Joe’s firm began producing their video library. This library consists of dozens of high-quality legal videos tailored to the specific interests, considerations, and other factors those very clients need at each stage to continue their forward momentum down Shannon Law Group’s funnel.

Video Library

Brand Video

The central hub of Shannon’s legal marketing strategy was a powerful, emotionally compelling brand video to capture the essence of the firm and express their unique differentiators.

Placing their brand video above the fold on the firm’s website homepage ensures visitors to the site have a meaningful first impression of the Shannon Law Group. The sensory experience of watching a visually and auditorily engaging video leaves a memorable impact on potential clients looking to learn more about the firm, and strategically positioning the video in a prominent place sets the tone for the rest of that prospect’s experience. It is the first thing they see and engage with when they land on Shannon Law Group’s website, and it establishes an emotional connection right off the bat.

Shannon also distributes the firm’s brand video on all its social media profiles, ensuring the same effect impacts visitors to those profiles as well as their website.

FAQ and Educational Videos

Besides that memorable, trustworthy, emotional first impression, it’s important that Shannon Law Group provides valuable information that can help their potential clients solve problems, answer questions, and come to view Shannon as a thought leader and reliable source of legal expertise.

“If you want people to trust you enough to hire you,” says Joe, “become a thought leader in that area of practice, and publish that fact.”

To answer that call, Joe added a set of FAQ and educational videos to his content arsenal.

Here’s an example, answering a common question about responsible parties in a trucking accident and what entity should be pursued for compensation.

Attorney Profile Videos

Shannon Law Group has a team of four attorneys, each with his own backstory, personal motivators, and unique value to bring their clients. To ensure potential and existing clients have the opportunity to make a personal connection with the various attorneys that might be helping with their case, Shannon produced individual Attorney Profile videos to spotlight each team member.

For example, check out Joe’s own Attorney Profile video, which goes even more in depth into his values and does more work to humanize him and strengthen the connection with his audience:

Practice Area Videos

To provide more details to potential clients further down the funnel, who perhaps have been in a trucking accident or have a family member involved in a motorcycle accident, Shannon produced a set of Practice Area videos.

Each specialized practice area that the firm handles has its own video, highlighting what is involved in that type of case and helping prospects make a connection between needing legal help and Shannon Law Group’s status as a reliable source of information — and eventually representation.

Here is a one-of-a-kind Practice Area video spotlighting the emerging rideshare space and the implications rideshare cases might have that differ from typical personal injury cases:

Client Testimonial Videos

When potential clients have moved from the Awareness and Consideration stages into Evaluation and Decision, they are operating more from a logical standpoint than an emotional one. However, emotional impact never ceases to influence decision-making.

An extremely effective tool for these middle-of-funnel stages are Client Testimonials and Case Studies, which provide valuable social proof for the experience of working with a firm — and for the kinds of results they get.

What is a more powerful way to highlight the huge impact you have on the clients you serve than from those clients themselves?

Shannon Law Group incorporated Client Testimonial videos from actual clients who they have helped in the past, empowering those clients to tell their stories and speak to the high regard they hold the firm.

Here’s an example that illustrates the power of this type of video:

With a robust video library in their arsenal, the next step in Shannon’s CrispX strategy was to distribute it strategically. All these poignant videos were posted natively to each of the firm’s social profiles and implemented across their website — but it didn’t stop there.

CrispX takes it a step further by executing a targeted digital advertising campaign to saturate all the major social channels with Shannon’s messaging.

Relentless Digital Marketing

Crisp’s industry-leading Social Stack program, included in CrispX, is designed to leverage this attention-grabbing video content at every stage and on every major platform where prospective clients spend their time online.

The main crux of the Social Stack program is to create 6-, 15-, and 30-second cuts of the firm’s main brand video optimized for maximum reach and effectiveness on social media. We format these social cuts specifically for Facebook, LinkedIn, Instagram, and YouTube, the social media platforms with the greatest reach and influence in today’s legal landscape.

Here’s what a 15-second cut of Shannon’s brand video looks like:

These cuts are then launched as part of a targeted advertising campaign aimed at promoting top-of-mind awareness and elevating Shannon Law Firm’s brand stature in their community.

Running paid ads on all of these platforms in tandem ensures a multi-channel presence. By carrying over branded messaging and emotionally compelling content across platforms, Shannon develops and strengthens relationships wherever prospects go online.

Here are a couple of these ads in their native state:

Shannon’s relentless digital marketing campaigns receive perpetual split testing, optimization, and strategic reporting, ensuring the right messaging is being executed at the right frequency to build a strong foundation of brand awareness for the firm. With brand awareness boosting the effectiveness of all other marketing and advertising efforts, Shannon Law Group is always moving up in stature — and results.

Leadership Coaching & Exclusive Workshop Group

A comprehensive content library and relentless paid advertising behind it attract more business — but it’s everything that happens in the business that directly impacts the bottom-line growth of a market-leading firm.

That’s why a major tenet of the CrispX program is the top business coaching, which is a combination of individual goal-setting, accountability, and leadership work and the group workshop environment with other fast-growing law firms from around the country.

Several times a year, the high-powered firms in the CrispX program meet up for structured workshops that equip them with actionable tactics and practical tools to address the challenges they face in their businesses. From hiring to leadership to elevated marketing strategies, the conversations in the room have been invaluable resources for Shannon Law Group.

Between workshops, accountability calls, onsite team training, and other coaching touchpoints, the law firm owners in CrispX develop friendships, referral partnerships, and lasting relationships — both business and personal.