As an attorney, one of your jobs is to comprehensively understand the law and then take that understanding and break it down into usable bits of information for your clients. Complex legal topics are not easy to explain, even when you have a client who wants to learn. One way to alleviate this frustration is to use law firm video marketing to your advantage.
With law firm video production, you can create short videos that provide details, explain complex concepts, and answer common questions. That way, after an initial consultation, your client can truly gain the information they need.
Yet, there are other benefits to using video as a component of your digital marketing efforts. Video gets ranked well in search engines, performs immensely more effectively on social media, and is shared more commonly with others. That increases the potential for you to increase your legal services and reach. If you plan to grow your firm, consider the importance of a law firm video content strategy.
Why Investing in Attorney Video Marketing Is a Solid Plan
Video marketing is a core component of reaching clients and building a strong level of engagement. Video can help you in various ways. Consider a simple video that explains to your clients what specifically to do if they are charged with a crime in the moments after such an incident. It will:
- Provide step-by-step information on what to do, helping them to protect their rights.
- Provide an opportunity to build your reputation across the industry by providing a resource that so many need.
- Creates an opportunity to engage with prospective clients.
- Show clients you are personable and genuinely interested in what their needs are
- Demonstrate your expertise, knowledge, and trustworthiness
With attorney video marketing, you can grow your business through education, support, engagement, and reputation-building resources.
Law Firm Video Marketing Ideas
What will you make a video about, though? This is a common question many attorneys ask because what seems to be valuable to you may not be the same as what is important to your potential clients. When creating any type of video marketing, put yourself in the shoes of the client. Perhaps this person was just in a truck accident, and they need to know what to do. They may be inquiring about setting up a trust.
With that perspective, consider a few law firm video marketing ideas that can help you increase leads:
Commonly asked questions
The simplest way to get ideas for this is to do a Google search for your practice area and city. For example, Google “car accident lawyer in St. Louis.” You’ll see several commonly asked questions listed there. That’s what Google sees the most. Take one of these topics that applies to the work you do and create a video for it.
Client testimonials
Reviews are a big factor in what encourages consumers to make the decision to buy, and that is very true when it comes to legal decisions about who to work with. You can use a client testimonial as a way to help you demonstrate a point.
For example, you may have a client you just helped navigate a difficult divorce. Ask them to do a quick video about the strategy you applied and how it worked for them. That creates an opportunity to build trust with your clients.
Complex legal topics
With more complex legal topics, do some research first. For example, use keyword research tools to help you break down the most common topics related to your practice area. Then, provide a step-by-step series of videos that break those concepts down.
If you are a personal injury firm, create videos for the entire process, such as:
- How to determine negligence
- The legal concepts around fault
- What goes into a claim
- The types of compensation that can be recovered
- Negotiations
- The lawsuit process
This can become a series of valuable videos that you can then share across your platforms and in email. You’re educating your audience and building rapport with them as well. Digital marketing for attorneys with videos like this can be an excellent way to break down barriers. The potential client gets to know you, not just the information you share.
Create an explainer video for the process
Complex topics can sometimes be made easier to explain with visual elements. For example, you may want to create an infographic and a description video that talks about the various types of trusts your estate planning clients can create and when to do so. They learn the differences and how you can help them.
Promote your services
Attorney video marketing also makes it possible for you to promote your services. You can use videos as a way to get people to click on your ads or download your program. The key is to create videos with excellent and valuable content, information that your prospective clients can use but that may not be readily available online.
Tips for Creating a Strong Law Firm Video Content Strategy
Digital marketing for attorneys with video has a clear place in building your brand and practice. There are several steps to consider that could help you create a strategy that truly reaches your audience effectively. To create a compelling strategy, follow these steps when it comes to law firm video production:
- Provide a way to add value. Don’t provide the same information that everyone else is offering. You can then use video as a type of competitive edge for your business growth.
- Videos do not take the place of an interview, but they can help answer all of those early questions that most people have. That way, when they come in for a consultation, you’re providing added information and resources.
- Offer insights from your experience that make it more relevant and emotionally charged. Ensure that your helpfulness, trustworthiness, and personality come through within your videos. This ensures that you’re creating an emotional engagement with your clients, something they need to see from you.
- Build a mobile-friendly video. Don’t overlook this step. It is very likely that the person watching your video will be doing so from their mobile phone. That makes it so important for you to have a video designed specifically for this format.
- Create timely videos. What’s happening in your practice area that’s important for your potential clients or existing clients to know? Is there anything that’s occurred within the local community that you can share a legal perspective on?
- Use video as a way to provide opinions. Note that for those attorneys who have strong opinions, using video to share them is an option. Just remember that opinions can be divisive and limiting.
- Have videos created professionally, or take a few courses to help you learn. Even though you may be providing a simple question-and-answer session, law firm video marketing still has to hold true to your brand and professionalism.
There are many other ways you can enhance your videos to ensure they are providing the best level of information and insight for your viewers. For example, add subtitles for those who cannot listen to it. Ensure your environment is quiet and distraction-free (including no sound interference). Dress for the part, too. Remember, you want people to know what to expect from you.
How to Get the Most Out of Law Firm Video Marketing
These steps will help you create a polished video, but what you do next can help you use your videos for marketing growth.
- Post your videos on social channels. Ensure they are branded and provide an accurate representation.
- Create a transcript of the video. Place the transcript on your website as well. That helps you get some valuable keywords from the video for your search engine optimization.
- Focus heavily on the first six seconds. If you do not capture their attention immediately, you are missing a core opportunity. They will move on.
- Create an email series. Use your videos to send updates to your prospective clients about their needs. For example, if you are helping an employer, create videos that send valuable information to your employers about what they could be doing now to enhance their legal commitments. Address law changes and concerns.
Law Firm Video Marketing Is One Component of Your Digital Marketing Strategy
As you work to build your digital marketing strategy to get more leads to your law firm, know that video is an excellent way to demonstrate who you are, what you do, and how you can help your clients. Be thorough and use non-legal jargon to provide your prospective clients with the valuable insights they need.
Check out our Surefire Local, which can help you advance your video success while also ensuring you’re using video in all ways possible. Attend a Surefire Local demo now to learn more.