Video is one of the most popular and effective forms of digital content, driven by mobile viewing habits and wide adoption of social media. 88% of marketers state that video returns positive returns on their investments. In addition, online consumption of video is increasing, with the average person set to watch 100 minutes of video every day by 2021.
Despite the clear appeal of video, law firms can be reluctant to try this medium as part of their wider marketing strategy. So if you’ve been thinking about using video for your business, now is a great time to start and get ahead of the competition. With modern software and editing technology, video marketing for your law firm doesn’t have to be difficult or expensive.
Types of Video Lawyers Need in Their Marketing Mix
Social media
Social media videos are an excellent place to begin your marketing. All platforms reward video content in their algorithm by increasing their visibility, and engagement with video is much higher than posts with plain text or static imagery. Video can be used for live feeds, stories, and in the newsfeed, giving you plenty of options to get in front of your customers.
There are numerous social media platforms to suit all types of law firms. Before you start marketing, figure out where your ideal clients spend the most time online. Are they more likely to spend time on Instagram, Facebook, or LinkedIn?
Each of these channels has its own audience which responds to a different style of marketing, so it’s important that your videos are created with this in mind.
YouTube
Combined with strategic SEO tactics, YouTube can be a goldmine for video marketers. It’s the perfect place to educate your audience, present information, and grow awareness about your business.
Video blogs (vlogs) can be used to share insights straight from the heart of your firm. These can be formal or take a more casual approach.
YouTube is a great way for potential clients to get to know and trust you and your firm. Focus your videos on legal topics and handy tips that are relevant to your audience, or try these topics:
- Recent cases
- Latest courtroom happenings
- Upcoming or recent legislation changes
- Insights on your particular area of expertise
- A behind-the-scenes tour of your offices and the people who work there
Video ads
Don’t be afraid to try out direct marketing to your potential clients. Video ads don’t need to feel cheap or sleazy, and they don’t need to cost a fortune.
Online video editing software like Biteable lets you create stylish, professional ads for your firm in just a few minutes, either from scratch or a vast library of pre-made templates. You just need to add your logo, text, and any other personal touches. Here’s an example of a video template you can edit right now
Case studies
Presenting case studies and testimonials on video can be highly effective as a means of attracting new clients. Video connects with people on an emotional level and the information is retained more easily than text. These videos can be shared across social channels, in ads, landing pages, and on your website.
Top Tips for Creating Effective Marketing Videos
When you’re starting out on your video marketing journey, there are a few key things to keep in mind to ensure your campaigns are a success.
Live footage
While modern technology means you can shoot great videos with relative ease, you need to present a professional image at all times. Pay careful attention to your scripting, background, and presentation.
If you’re filming live, shaky camera images, ambient noise, and nervous lawyers can all make for a video that does more harm than good to your firm’s marketing.
Take time to think about the setting and backdrop for your video, and how you want to present yourself (and your firm) to your audience. At a minimum, you need to ensure you have enough light (either natural or studio), a stable camera, and a quiet environment with a low risk of background noise.
Make a test video to ensure there’s nothing overly distracting behind you that will draw a viewer’s attention away from your message.
Keep your audience in mind
It’s easier to create marketing videos if you have one ideal client in mind. Create a persona based around your perfect customer (or customer segments), and plan your video content around what that persona would most like to hear and learn from you.
You might like to focus your videos around questions that you are continually asked by clients or case studies that show how you’ve successfully navigated certain legal problems for other people like them.
This ensures you’re always creating valuable content that potential clients will find useful and memorable.
Be authentic
The legal world requires a certain level of professionalism in its marketing. But this doesn’t mean you have to market like you’re still in the 1950s. Be authentic to your firm’s brand and style, and use the language that your existing clients are comfortable with.
If you’re a young, progressive firm, for example, don’t be tempted to fall into the trap of producing stiff, boring marketing videos. Create videos that will attract lookalikes of your existing preferred clients.
Call to action
Last, but definitely not least, don’t forget to include a call to action in your videos. You need to tell your potential customers what to do after they’ve finished watching. Visit your website? Follow you on Facebook? Schedule a call? You’ll get the most out of your videos if you always include directions to help people keep in touch with your business.
Making successful marketing videos for your law business doesn’t need to be hard. With some creativity, planning, and user-friendly online software, you can create brilliant marketing videos in a matter of minutes.
