Video marketing is a great way to add credibility to your law firm, increase consumer time spent on your website, rank higher on Google, convert more viewers into clients and increase your referrals.
Nielson research indicates that consumers are twice as likely to choose a service if there is video on the website. Research also indicated that viewers stay on a website 45 times longer than on a website with no video.
Why Video Marketing for Lawyers is an Effective Marketing Strategy If your law firm currently does not have a video marketing strategy in place, it may be time to change that after reviewing the statistics below:
- Video increases consumer emails by 127%.
- Video increases profile views by 169%.
- Video increase viewers understanding of your product by 127%.
According to YouTube Statistics • YouTube has more than 1 billion users. • Everyday people watch hundreds of millions of hours on YouTube and generate billions of views. • The number of hours people spend watching videos on YouTube is up 50% year over year. • 300 hours of video is uploaded to YouTube every minute. • Half of the total YouTube views are on mobile devices and mobile revenue on YouTube is up over 100% year over year.
Tip #1: Create Compelling Content
Take a poll among your firm’s attorneys and determine the most common questions potential clients ask and design a video marketing strategy that answers those questions in conjunction with creating content around what your viewers may be interested in learning more about.
It is also important to add a call to action in your videos. Prompt viewers to take the next step; whether that is listening to the next video in the series or contacting your office for a free case evaluation.
Once you create compelling content, the next step is to make sure you ask viewers to subscribe to your YouTube channel if they found this video informative. If someone subscribes to your YouTube channel they will be notified every time you post a new video.
Tip #2: Implement a Video Series
The three-part video series is an effective strategy to use if you have an email list. You will need to create a series of three videos and each video will lead into the next video. At the end of the third video, it is important to have a call to action. The video must provide valuable content that is relevant to your practice area. For example: if you are a divorce lawyer, you could do a series of videos on child custody or support and at the end offer a call to action.
Another great series is a video for each sub-practice area within the main practice. For example, as a personal injury lawyer, you could have a video for auto accident injuries, truck accident injuries, motorcycle accident injuries, and slip and fall injuries. Each video could address what to do if the viewer or a family member has been injured; what steps to take to protect their rights; and even a case study/ testimonial of a case that the firm handled that is relevant to the video topic.
Tip #3 Optimize Your Video to Rank High on Search Engines
YouTube is owned by Google and because of that reason, Google indexes new video content within minutes. Depending on the keyword phrase that is optimized for SEO, I have seen videos rank on page one of Google within three minutes. There are also other factors that impact ranking and Google does make updates to their algorithms on a regular basis so there are no guarantees of ranking, only best practices to follow.
Tip # 4 Share Your Video
You can share your video on social media networks such as Twitter, Facebook (on Facebook it is better to directly upload the video for increased organic reach) and LinkedIn. Another good practice is to upload your video to additional sites such as Vimeo and blogs relevant to your industry.
Tip #5 Use Periscope for a Modern Video Marketing Strategy
Periscope is an app owned by Twitter that allows you to live stream to viewers. Viewers can comment on your stream or even ask questions by commenting on your stream. Since the video replay is only live for 24 hours, you can repurpose the content by downloading to your mobile device and sharing on social networks or even posting on your blog.
Periscope tip: Don’t forget to turn on the option to download the video to your mobile device prior to starting a live stream. Make sure to follow the American Bar Association’s ethics and marketing guidelines for your state.
Incorporating a video marketing strategy is a must for setting yourself apart from your competition and taking your firm to the next level. Dimple Dang