Whether your law practice has just started working on a new digital marketing strategy or your well-established approach needs a few fresh additions, it may be time to consider harnessing the power of video marketing. Although the thought of creating videos may sound daunting and time-consuming, there are several strategies you can use to streamline this process and reap significant benefits in the weeks and months ahead. Creating short, effective video content for your law firm’s website and social media profiles can boost client engagement, build brand awareness, and increase your visibility and authority throughout your community. This post will explore a few tips for creating and posting video content to connect meaningfully with potential clients and grow your law practice.
Recognizing the Importance of Video Marketing
In today’s increasingly visual world, viewers gravitate towards visual content. According to some estimates, 96 percent of people have watched an explainer video to learn more about a product or service, with most people watching an average of 17 hours of online video content per week. Since your potential clients are already spending time viewing online video content, why not meet them where they are? Video content can enhance someone’s perception of your firm, as they can get a sense of your mannerisms, tone of voice, facial expressions, and other nonverbal cues that they won’t get from skimming the written content on your website. Video content forges connections and inspires trust—it’s often what prompts a potential client to make that call or schedule that appointment with your law firm.
Essential Tips For Creating Effective Videos
Before you dive headlong into creating a long video detailing your legal services, you should take some time to plan out your approach. In general, short-form posts perform much better than long videos. Also, consider where and when you will post these videos, making sure to monitor their effectiveness in generating inbound traffic and consultations. Here are a few pointers to consider as you establish your law firm’s approach to video marketing.
Connect With Viewers ASAP
With so many sources demanding viewers’ attention, it’s essential to engage your viewers within the first ten seconds of the video. Think about how to hook people’s attention from the start—posing a question can be an effective way to connect with your audience right away. It can be helpful to think of the first ten seconds as your “pitch,” where you entice viewers to stick around to learn more about the topic you’re presenting
Consistency is Key
Each video your firm creates and posts should be recognizable as your brand. Including your law firm’s logo in the bottom corner, starting with the same establishing shot of your law firm’s name, or introducing the speaker in a consistent way is essential for your viewers to start identifying your brand. Consistency increases your professionalism and authority, showcasing your commitment to a purposeful marketing strategy. Over time, viewers and site visitors will come to expect certain elements in your videos, and they will be more likely to think of your law practice when they find themselves in need of an attorney.
Anticipate and Address Common Client Concerns
The most effective videos address common client concerns or legal topics that need to be explained. Before you plan out your next video, think about issues that your clients often encounter or need help understanding. You may even want to ask some of your current or former clients for their ideas. Videos formatted like a question-and-answer session tend to perform well with viewers, especially if they address relevant and engaging topics.
Optimize Your Videos for SEO
As search engine algorithms like Google evolve, they are expanding the number of factors used in determining a site’s relevance and ranking. Websites with multiple media types (i.e., written content, images, and videos) tend to rank higher than those with just text. When you update your website to include video content, be sure to include descriptions and tag relevant keywords to make the video easily identifiable to the algorithm.
Communicate Your Openness and Warmth
Perhaps the most significant advantage of using videos to market your law practice is the ability to introduce the people behind the legal services. Naturally, potential clients want to work with a lawyer who has the skills and experience necessary to assist them, but they also want to work with someone who is an effective communicator and seems genuinely invested in the client’s wellbeing. Use videos to show viewers your personality and your professionalism, cultivating their trust in your ability and willingness to represent their best interests.
Leveling Up Your Law Firm’s Digital Marketing Strategy
Integrating videos into your law firm’s website and social media posts can drive up client engagement and grow your practice over time. When done strategically, videos can boost your law firm’s visibility and strengthen relationships with your audience.
If you’re interested in learning more about strategies for growing your law practice, call LegalRev today at (800) 893-2590.