The attention of clients is more valuable than ever before. As a result, finding new and creative ways to reach a larger audience and share the value of your legal practice is becoming more difficult each day.
Visual marketing is on the rise, and if your firm isn’t prepared to meet the changing needs and behaviors of its clients, you risk being left behind.
Understanding what visual marketing is, the benefits it provides, and how to implement it in your practice ensures that your brand message reaches the right clients and positions you as a leader within the legal industry.
Understanding Visual Marketing
Visual marketing is the use of visual aids to share your brand message. It’s a unique way of communicating with your audience to help them understand the benefits of the legal services you provide. The growth of visual marketing is due to the growing challenges in attracting the attention of today’s customers. People are bombarded with marketing messages each day, making it difficult for businesses to stand out from their competitors.
The growth of visual marketing is due to the growing challenges in attracting the attention of today’s customers. People are bombarded with marketing messages each day, making it difficult for businesses to stand out from their competitors.
This has led to a growing need for visual messages. Infographics, videos, and images are more likely to be viewed and shared when compared to text-only content.
Benefits of Visual Marketing
The biggest benefit of visual marketing is its ability to appeal to individuals who are unlikely to read long forms of text.
Blog posts and landing pages provide valuable information to prospective clients, but they can overwhelm those who don’t have the time or motivation to read them.
Visual marketing tools let you convey a great deal of information quickly. Visual images capture attention and create an opportunity to convert that attention into interest for your legal services.
Visual marketing messages are more likely to be shared across social media platforms. Images and other media are ideal for social media platforms such as Facebook, Twitter, Pinterest, and Instagram.
Implementing Visual Marketing
The following are some of the ways that today’s businesses are leveraging visual marketing:
- Infographics
- Videos (YouTube, website, video blogs)
- Presentations (Slideshare, webinars, live events)
- Social media marketing
- Newsletters and email marketing
- Business cards
- Pamphlets and brochures
- Direct mail
- Billboards
- Print advertising
- Branded merchandise (“swag”)
- Books
Visual marketing helps you overcome one of the biggest challenges in today’s marketplace: getting people to remember you. These and other visual marketing tools make it easy to remain top-of-mind with your current and future clients.
Your visual marketing success begins with creating effective brand images. These images must articulate the value your services provide while distinguishing your practice from others in your industry.
Knowing your audience is a critical component in creating visual marketing campaigns. Your visual marketing must appeal to the needs, tastes, and behaviors of your audience.
Does your ideal client prefer messages that are humorous, inspirational, or educational?
The next step is to consider key questions that define your visual marketing. Ask yourself what services you’re offering. How can a visual aid demonstrate how they work?
Consider the benefits that your law firm provides. What pain points does it address? What solutions does it provide to its clients? Think beyond the immediate benefits and consider broader ones such as more free time, reduced stress, or peace of mind.
There are a variety of visual marketing tools that make it easy for businesses to get started. Tools such as Canva and Adobe Color allow you to create professional looking images quickly and easily.
But the success of visual marketing requires more than an image. Understanding what elements create a powerful visual marketing campaign maximizes the return on your efforts.
If you’re not sure how to begin implementing visual marketing in your practice, let us know in the comments below. We’ll point you in the right direction so that your law firm is prepared for the coming visual marketing age.
