No Video in Your Marketing Plan – Your Plan is Destined to Fail
If you want to create more brand awareness, generate more traffic for your firm’s website, and convert more visitors to clients, video marketing checks all the boxes. Despite the clear appeal of video to consumers, law firms are often reluctant to try this medium as part of their digital marketing strategy. So, if you have been considering ways to take your marketing game to the next level, here is how video can do it and some of the ways you can use it in law firm marketing.
How Video Marketing Can Help Your Law Firm
Consumers love video, and its use has expanded to much more than just silly challenges or travel diaries. Video marketing has proven to be an incredibly effective marketing strategy across all industries. According to the latest statistics:
- 89% of video marketers claim that video gives them a good ROI.
- 92% of marketers that use video say it is an essential part of their marketing strategy.
- 96% of consumers admit that they have watched an explanation video, and 84% say they have been convinced to buy a product or service by watching a video.
According to statistics compiled by The National Law Review, 96% of prospects now begin their search for legal answers online. And 62% of searches are non-branded, meaning a person isn’t looking up your name, but rather asking a question or searching for a “Birmingham divorce lawyer.”
When your firm has a variety of ways for consumers to get the information they want and need, it will reach more people. Some consumers want to read, and others would prefer to watch a video. Even if you already have some of this information on your site, video marketing can pay off in spades for your firm.
5 Ways to Use Video in Law Firm Marketing
Roughly 300 hours of video are uploaded to YouTube every minute, which is a staggering figure. But the truth is that many of your competitors either aren’t taking advantage of video marketing or are not doing so effectively.
As a lawyer, you can begin to get better rankings, reach more clients, and improve your business results by creating some high-quality videos. Here are five ways you can leverage video to market your law firm.
- “About Us” Page
Create a video for your “About Us” page that showcases your firm from the ground up. Include information about your company’s background and mission statement and then introduce your attorneys and other key staff.
While you might have some of this information in written form, video is a more engaging way to connect potential clients with attorneys that may be able to help them solve their legal matters. A video like this can make your office, and its staff seem less intimidating to potential clients. You might even wish to include it on your website’s home page.
- Video Series
Another useful way to use video in law firm marketing is to create a series of videos tied to a particular topic, such as divorce, trucking accidents, or disability law.
If you are a personal injury attorney, you can create a series of videos about what to expect from a personal injury case. There can also be videos explaining the best way for dealing with insurance companies, getting medical care, and avoiding common personal injury case mistakes.
- Case Studies
Prospective clients generally want to know that you have successfully handled cases like theirs and achieved positive outcomes. While you may not be able to cover all the possibilities, you can showcase some of your experience and past successes with video case studies.
Create some videos of your firm’s attorneys describing a specific case from start to finish. If the client consents, you can even ask them to provide testimony about how your firm solved their legal issue. This gives clients a good sense of what they might expect from their case and your firm.
Many legal clients still arrive via referrals and word of mouth. Even those that get a recommendation from a friend or family member are likely to do some independent research on your firm before giving you a call. If there aren’t any reviews or testimonials available, even a personal referral might not be enough.
Video testimonials are excellent ways to reach that segment of your audience that is doing a deep dive into your online reputation before deciding on what law firm to hire. More than a few printed quotes from past clients, these pieces elicit more credibility and emotion and are likely to influence the decisions of those who view them.
- Live Streaming
If you have not added social media to your digital marketing strategy, there are a host of benefits to meeting clients where they spend a good deal of time. One of the features of social media, particularly Facebook, is the ability to “go live” with your videos.
Many law firms are now hosting informal live sessions on Facebook, LinkedIn, and even Instagram that feature Q&A sessions, a discussion of breaking cases or current events, or other information that would be of interest. One of the benefits of these videos is that they don’t disappear forever once you hit the “stop” button. Visitors can continue to replay the recorded versions of your live sessions as long as you keep them posted.
Should You DIY or Hire a Video Team?
Video isn’t necessarily complicated, so your firm could create some of these materials without a dedicated marketing agency or videographer. That said, you have other things on your plate and may not have the tools on hand to do quality video editing.
If you want to create video marketing pieces that will have the most impact, it makes sense to work with a digital marketing agency that will help you get the most return on your investment. If you’d like to maximize the value of YouTube and video marketing for your law firm, give Sundown Marketing Group a call. We have extensive experience helping clients review their needs and goals and will present a plan designed to deliver the best possible results.