Video marketing is a great tool for lawyers who want to increase their digital presence. Major video websites, such as Facebook, Twitter, LinkedIn, and YouTube, have made it easy to upload, watch, and share, allowing you to keep your audience engaged.
With videos, you can effectively explain complex legal concepts, easily engage with potential clients, and have the opportunity to show your authority, knowledge, and reliability.
Law firm video is important because it helps you find potential clients, build brand identity, build loyalty, and improve your website SEO.
Follow this video marketing guide to help you successfully bypass each phase of your video marketing.
Understand your target audience
Properly marketing your services to your target audience requires a good understanding of them, especially with video marketing. The better you understand your target audience, the more you can tailor the video concept that resonates with them.
The things you need to know to help you profile your typical customer are their age, income bracket, occupation, age, values, and where they live.
Write the perfect screenplay
It’s much easier to create an imaginative storyline now that you know your audience, because they determine whether you should make it educational, serious, or humorous.
Companies that want to attract small business owners may want to come across as informative and professional, educating business owners on how they can meet their long-term needs.
A criminal defense firm, on the other hand, doesn’t attract long-term clients, but a fantastic video that everyone shares ensures that their name remains etched in everyone’s memory should the need for a criminal lawyer arise.
Whatever message your law firm wishes to convey and its tone, you must remember to follow the rules of the American Bar Association. For example, lawyers should be careful not to claim specialization in any area unless certified and should never make unquantifiable and misleading claims. Also, be sure not to be too intimidating and follow state laws – for example, in some states you must include your address in videos. Finally, you cannot pay for referrals and no solicitation is allowed.
Work on your video’s message and concept as you write the script. It is normal to ask for the opinion of others. You will also need to make several revisions until you perfect your script.
Remember: Your personal information, like where you went to law school and why you chose to become a lawyer, might not be as appealing as showing them a situation they’re facing and how you can help them.
The ideal length for a video is between two and five minutes, so plan to deliver a compelling yet concise message that resonates with your target viewers. During the video, you should give your viewers a call to action, encouraging them to call.
make the video
Recording and perfecting the video is the next step in the process. Unless you are an expert in videos and editing, you can hire someone. However, even lawyers on a tight budget manage to make very impressive videos using a webcam or smartphone.
Whichever path you take, remember that video quality is important, but the message is far more meaningful to potential customers.
Important Video Tips
- If you’re on a budget and don’t have a high-res camera, your webcam is great for interview-style videos.
- If you’re using your smartphone, get a tripod to stabilize the camera while shooting to avoid the poor quality feeling of a shaky video.
- Make sure to use proper lighting to avoid dark videos. But, again, you don’t need expensive equipment; stage in a well-lit room without backlighting.
- A video should sound clear and be free of background noise. Microphones are not very expensive, but you can also film in a quiet place. Always speak clearly and loudly when shooting.
- You can’t shoot the whole video perfectly with the first take. Instead, shoot multiple takes of each segment and use editing to create a flawless video with the best clips. You’ll need an editing tool for this – several excellent ones are available for download to your computer or smartphone.
- Add subtitles because most people watch videos without sound.
Share your video
After editing, your video is ready to be shared on the Internet. Publishing a video on the Internet is quick, easy and free, making it the most effective marketing strategy for your law firm.
Here are the most important places online to share your video:
Your company’s website is the first place you should place your video. Add it first to your homepage and then to other pages specific to its content. Now that the video is on your website, share it by posting links to your website to attract audiences.
YouTube remains one of the websites with the most global traffic and the second largest search engine, so it only makes sense that you put your video here right away.
Connect with your potential customers on the social media platforms they prefer. Facebook, Instagram, Twitter, and LinkedIn have all made it easy to embed your video content, so use video marketing here regularly to connect with your target audience.
TikTok is a popular video sharing and uploading platform that everyone uses today, so be sure to give your law firm some exposure there as well.
Advertising by e-mail
Email marketing is still a valuable tool. If you use it, send your video with your newsletter to your subscribers, it’s the best way to make sure they stay engaged.
Measure your results
You’ve gone to great lengths to create and produce your video marketing campaign. Therefore, you should measure and analyze its results to help you in your future strategies. For example, you’ll want to know how many times people viewed the video, the location of the viewers, the time spent watching it, and whether it brought new customers to your business.
Depending on the site you want analytics for, there are several tools you can use, but Google Analytics is still one of the best. However, if your results are disappointing, don’t give up. You may need a different concept, a new audience, or distribute on another platform.
As with all forms of marketing, video marketing does not provide instant results. However, as you gain experience with video marketing, you will soon learn how to reach your target audience in an engaging way that will bring the desired ROI.