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The Friday Five

Five Creative Ways Lawyers Can Use Experiential Marketing

It's so hard to capture a would-be client's attention. Enter "experiential" marketing.

By Sally Kane

Experiential marketing is, simply, about creating memorable experiences that raise brand awareness and engagement. Not just events, but experiences that create a real connection and, ultimately, drive leads and new business to your doorstep. When it works, it’s powerful. (Here’s how HubSpot describes it.)

Experiential marketing is a hot trend in content marketing. For lawyers, the goal is to create interactive content that both informs and inspires — experiences that help would-be clients learn about your services while connecting to your brand.

So how does that work, exactly? Here are five ways lawyers can incorporate experiential content into their marketing strategy.

1. Interactive Web Content

Text is passive: A reader reads (or skims) the content and quickly moves on. By contrast, interactive content draws web users into the experience and they linger. It lets users actively choose what they see and engages them in a way that static content on a page does not. You can incorporate many types of interactive content into your law firm website. For example:

  • Through online quizzes, you can transform client intake questions or educational materials into a gamified experience.
  • Interactive timelines like this can communicate your firm’s history in an interesting and engaging way.
  • Calendars allow prospects to book a meeting, conference or other activity through your site. (This mediation calendar is a great example.)
  • Calculators work well for certain practices (such as this child support calculator and patent calendar).
  • Interactive maps, like this liability coverage map, are another effective way to communicate information while allowing the user to customize the information they see.

2. Chatbots

You’ve probably noticed more chatbots popping up when you visit certain websites. While this is a newer form of experiential marketing, it is evolving quickly as artificial intelligence and speech-based bots become more sophisticated. According to a recent report by Grand View Research, the global chatbot market is expected to reach $1.25 billion by 2025.

Basically, chatbots text with website users to gather information, answer questions and help with tasks. Lawyers can use chatbots to boost engagement and create a more personal experience for visitors. Simple scripts that are customized to the user experience work best. Here’s an example of how Attorney at Work columnist Megan Zavieh uses a bot on her firm’s website.

3. Videos

Videos, of course, are a powerful experiential marketing tool. If you’ve been reluctant to dip your toe into video, consider this: Experts estimate that global consumer internet video traffic accounts for 80% of all consumer internet traffic. Moreover, 80% of users remember a video they viewed in the past month, according to Small Business Trends.

Short, easy-to-consume videos can help you capture leads and keep visitors’ attention. FAQ videos help answer common client questions and can set you apart as a thought leader in your practice area. Case study videos can tell a real-life story of how you helped a client or solved a legal issue. Brand videos can tell prospects about your firm, its history, your approach to law practice and what sets you apart from other lawyers.

4. Webinars and Podcasts

Through live webinars and podcasts, you can provide instructive content, interact with your audience and build relationships while positioning yourself as an expert on the topic. After the webinar, you can upload the video so it can be viewed on-demand by an unlimited number of users. Webinars and podcasts are particularly effective ways to raise brand awareness while creating connections and building a community around your brand.

5. Community Initiatives

Live events (think “pop-ups”) are what most people think of when they hear the words “experiential marketing.” The idea is to create memorable experiences that create positive feelings toward your brand. Hosting community and client outreach events (seminars, lunch-and-learns and continuing legal education programs) will showcase your expertise while educating — and engaging — potential clients and referrers. Similarly, hosting a charity benefit can accomplish good works and demonstrate your firm’s values while allowing face-to-face networking opportunities. Be sure to distribute branded swag at the event, which can keep your firm’s name in front of attendees long after the event has ended. What’s more, events like this are social-media-friendly — participants are likely to share photos and videos.

Remember, the more times a person interacts with your brand, the more likely they are to retain your services when the need arises.

You Might Also Like:

“Five Ways to Leverage HARO for Media Coverage” by Sally Kane

“Steps for Promoting Law Firm Videos” by Adam Stock and Stefanie Knapp

“How to Use Video to Tell Your Law Firm’s Story” by Susan Kostal

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Sally Kane

Sally Kane is a lawyer, writer and legal marketing consultant for PaperStreet, a digital marketing agency for law firms.  She has been writing on the intersection of marketing and the law since 2004 and her work has appeared in many media outlets, including, Vault, Legal Management, Law Practice Today and The Legal Intelligencer. Previously she served as editor-in-chief of a national legal magazine and as a legal careers expert for Follow her on Twitter @sallyannekane.

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