If your law firm wants to increase brand awareness, establish itself as an authority, and boost conversions, video marketing will satisfy your needs. An astounding 87% of marketing professionals now use video marketing as a tool, so there is nothing wrong with focusing on something that is working and making it your own.
Video marketing for law firms:
- Increases engagement with your target audience
- Persuades potential clients to choose your firm over a competitor
- Improves your legal SEO and search rankings
How You Should Use Video in Law Firm Marketing
The issue that many law firms have with video marketing is that they don’t know how to get started and view video production as “too hard.” Here are some of the best ways to use video in your law firm marketing in order to start producing the results you want.
- Produce a Firm Introduction Video
If you are just getting started with video marketing, a logical first step would be to create a short video that showcases your law firm. Initially, you may not think you have much to include in such in a firm introduction video, but there is plenty of material if you know where to look. When was your firm founded, and what is your mission statement? What is the background of your attorneys and key staff? What is your process and “promise” to clients? How would you describe your firm’s culture?
- Develop Educational Content
A key part of digital marketing for law firms is research. Specifically, you or your trusted legal marketing agency should be identifying what keywords your target audience is searching for so that you can also determine their most pressing wants and needs. Then, you can use video marketing to address some of those needs. For example, “how-to” videos perform well, such as “How to get out of a DUI,” “How to get a divorce in Alabama,” or “how to sue after a truck accident.”
- Create Case Studies
Prospective clients want and need to know that your firm has the experience and knowledge necessary to handle their legal issues to a successful conclusion. This can make the difference between a client choosing your firm over a competitor. People love stories, and you can capture their attention with them. Create video case studies that walk a prospect through a situation, such as appealing a Social Security Disability claim denial, from start to finish.
- Answer Frequently Asked Questions
Many law firm websites have one or several pages of Frequently Asked Questions. These might relate to the process of hiring an attorney or specific area of practice, such as getting a divorce in your state or settling a personal injury claim. Some people prefer video content over written content. In fact, it is estimated that by the end of this year, the average person will watch nearly 2 hours of video every day. You can reach an even broader audience by turning this same content into a video.
- Start a Vlog
A video blog, or vlog, is another way you can use video to market your law firm. This option is likely the least formal on the list because the videos are supposed to seem unrehearsed and “real.” In short, the attorney posts short videos (they can be live or recorded) that highlight various aspects of the practice. Some ideas include:
- Thoughts on recent case rulings or legislative changes
- Tips for the target audience
- A tour of the office
- Recent courtroom experience (without breaching client confidentiality)
- Profile Your Firm’s Attorneys
Whether your firm has multiple attorneys or you are a sole practitioner, people will be more likely to hire you if you can create an emotional connection with them. One of the ways you do this is by introducing each attorney individually with a video. Have the attorney describe their specialty, talk about why they got started in law, and include some personal information such as their hometown or interests.
- Post Video Testimonials
Another way to build an emotional connection with potential clients is through the video testimonials of past clients. By having past clients share their stories of various legal troubles and the ways your firm helped them with a successful resolution, prospective clients can put themselves in that person’s shoes. This builds trust among the public that your marketing materials are more than just words.
- Publish Your Videos to Multiple Platforms
It is not enough to shoot those videos. You also must post them. To have the biggest impact, it is a good idea to publish them on as many places as possible. This includes your law firm’s website, YouTube, Facebook, your Avvo profile, and anyplace else online that you have a presence.
- Use Video in Social Media Ads
If you are running ads on social media, make sure you are using video because this medium dominates those channels. For example, over 100 million hours of video are watched on Facebook daily. Sure, people tend to get “ad blind” on social channels, but they will often notice and watch a video. If you are advertising on Facebook, give video ads a try.
- Leverage Video in Your Hiring Process
Finally, your law firm is only as good as the people working for it. If you are interested in hiring the highest-quality candidates, create a video that shows them why it makes sense to work for your firm. Illustrate your values and let potential candidates meet your team. This has the potential to increase both the quantity and quality of the people that want to come to work for your law firm.
What You Need to Do to Get Your Video “Live”
Few attorneys are experts at videography. The good news is that you don’t have to have expensive equipment or software to get a respectable video online. But sometimes those solutions can help your firm put its best foot forward.
Whether you want to give video marketing a shot on your own or if you want to partner with an expert, there is help available. An experienced digital marketing agency can take some of these items off your plate so that you can focus on what you do best – helping clients resolve their legal issues.
Contact Too Darn Loud Legal Marketing Group Today – We Will Help You Become A Video Superstar
At Too Darn Loud Legal Marketing, we have experience helping our clients achieve results with video marketing and welcome a conversation about how we can do the same for you. Give us a call to learn more about our video services at (800) 648-1764 or by using our online contact form.