Your Law Firm’s Marketing Strategy Should Include Video. Here are the 5 techniques you should implement today!
YouTube, arguably the largest video-sharing website in the world, has over 4 billion video views on the site almost every single day. Now that 2020 is upon us, it’s hard to deny the growing influence of video advertising and marketing. Not everyone learns the same way, some people learn by seeing, some by doing, and others learn by listening. While some people are comfortable reading, others can learn and absorb more by watching a video. When it comes to the content on your website, you must think the same way. By having different types of content on your site, you allow your website to be more accessible to more diverse consumers and that can lead to many long-term benefits such as increasing your conversion rate and increasing your organic visibility.
Video marketing checks off all the boxes if you want to generate more traffic, develop more leads and convert more paying clients for your law firm. It will help improve SEO and search rankings and maximize engagement with your target audience – all while persuading potential clients that you are the right law firm for the job.
The problem with making videos is the perception that it’s either too difficult or too expensive. But by focusing on practical, real-world tips your law firm can see immediate results with your video marketing.
Here are five techniques you can use to get video working for your law firm:
1. Perform keyword research to find the specific video content your audience is searching for
Making videos is an investment in money, time, and effort. Ask yourself what your target audience is searching for before you invest in video marketing for your law firm. You are most likely familiar with keyword research for written copy and content on your website. Did you know that the same techniques are also used to design video content? By going to YouTube search, you can type in a search term connected to your practice area. While you are typing, YouTube will suggest other terms related to video searches.
2. Invest some money in writing a script and high-quality video editing
Almost 90 percent of videos on YouTube are viewed with the sound on as opposed to a smaller percentage of Facebook videos that are watched while muted. What you have to say in your video is critical because you are trying to connect on an emotional and intellectual level with the target audience. Most of them have experienced the trauma of one kind or another. They are looking and listening for someone to empathize with them. Because of this, it is necessary to create a script with key points to touch on while making sure that the video editor pays attention to clear audio as well as the content.
The perfect script should, ideally:
- Include a bullet-list of general points to cover when addressing the camera.
- Be as conversational as possible – the whole purpose is to connect with your target audience and not bombard them with your scope of knowledge.
- Keep sentences short and to the point.
- Stay away from industry jargon!
3. Develop the type of educational content that will focus on specific questions asked by your clients
When you conducted your keyword research, you probably started to uncover the specific types of videos that people are searching for on YouTube and Google. In the early stages of their search, potential clients are often looking to be informed about a specific legal matter. Remember – people use video to learn. They are more likely to watch educational videos than to read the text.
In that vein, you should tailor your videos for the types of informational and educational searches that people are looking for in their initial stages of research and answer the questions that your target audience is asking. For example, people who are considering divorce, they may want to know more about collaborative divorce solutions as the way forward as opposed to traditional divorce. Educate them on how a collaborative procedure will work.
The best part of creating educational videos is that you don’t have to be overly creative in your presentation. You just need to communicate your expertise clearly on camera. By answering potential client questions via video, you will demonstrate authority, build engagement and trust, and make it more likely they will call on your firm.
A side note – your videos will increase the traffic to your website, potentially generating more organic traffic.
4. Design a quality branded video for your homepage
A bonus to producing videos is that a good video can spearhead your branding while showcasing your firm to potential clients and generate legal leads. This type of video is intended for your targets who are in the second stage of their research. They are secure in their awareness of the legal issue at hand and are looking for the best solution to their problem. At this point, they are looking to hire a firm and they want specific questions answered:
- What makes you different from the firm down the street?
- Why did you choose to practice law in this field?
- Why should someone consider hiring a lawyer in your practice area above someone else?
Therefore, it is important to have a law firm branding video that will include:
- Your key value proposition – why you?
- Indicators that demonstrate your credibility and authority.
- Key personnel – with a few sound bites from each, if possible.
Place your video link above
the fold on your homepage. It is going to spearhead your branding, so it should
be front and center for maximum impact. You should also upload your video to
multiple sites on the web to achieve maximum reach and ROI.
5. Design customer testimonial/case study videos that will build social proof and trust
Another type of video to think about is one where potential clients can view testimonials and case studies. Many people will search for these videos when they’re at the decision stage and looking to hire a law firm. The prospective customer wants to know that the claims made on your website are supported by real-life client experiences that mirror their situation. The social proof derived from others talking positively about the results you achieved for them may be the deciding factor between choosing your firm and opting for your competitor. Filmed testimonials are much harder to fake then the written word. They are far more compelling and trusted because they can make emotional connections between people who don’t know one another. Text often struggles to do that. What you end up with is real customers sharing their real experiences of working with your firm.
With more attorneys realizing the value of creating engaging websites, videos can help your law firm stand out among the competition. Online videos can help establish trust between you and your potential clients, while at the same time making you more visible to those searching. Trust Law Ruler, a leading legal CRM that is available as a standalone solution that includes 6 apps in 1 including legal practice management, to help you decide the best route to take when you are ready to beef up your legal marketing strategy. Take a look at their videos and then give them a call.