Video marketing is a brilliant tool for lawyers wanting to increase their digital presence. Significant video websites, like Facebook, Twitter, LinkedIn, and YouTube, have made uploading, viewing, and sharing more straightforward, allowing you to keep your audiences engaged.
With videos, you can effectively explain complex legal notions, easily engage with prospective clients, and have the opportunity to show your authority, knowledgable, and trustworthiness.
Law firm video matters because it helps you find potential clients, builds your brand identity, creates loyalty, and improves your website’s SEO.
Follow this video marketing guide to help you successfully circumvent each phase of your video marketing.
Understanding 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 adapt the video concept that resonates with them.
Things you need to know that will help you profile your typical client are their age, income bracket, job, age, values, and where they live.
Writing The Perfect Script
It is far easier to create an imaginative script now that you know your audience because they determine if you must make it educational, serious, or humorous.
Firms that want to attract small business owners may want to come across as informative and professional, letting business owners know how they can fulfill their long-term needs.
In contrast, a criminal defense firm does not attract long-term clients, but a fantastic video that everyone shares ensures their name remains etched in everyone’s memory if the need for a criminal lawyer ever arises.
Whatever the message your law firm wants to impart and its tone, you must remember to keep to the rules of the American Bar Association. For example, lawyers must be careful not to claim specialization in a field unless certified and must never make non-quantifiable and misleading claims. In addition, make sure not to be too intimidating and to meet state laws – for example, in some states, you must include your address in videos. Finally, you cannot pay for recommendations, and no soliciting is allowed.
Work on the message and concept of your video as you write the script. It is okay to ask for input from 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 appeal as much as showing them a situation they are facing and how you can help them.
The ideal time for a video is between two and five minutes, so plan on delivering a compelling yet concise message that resonates with your target viewers. During the video, you must give your viewers a call to action, encouraging them to call.
Making the Video
Recording and perfecting the video is the next step in the process. Unless you are an expert at videos and editing, you can hire someone. However, even lawyers on a tight budget manage to make some very impressive videos using a webcam or smartphone.
Whatever path you follow, remember that video quality is important but the message is far more significant for potential clients.
Important Video Tips
- If you are on a budget and don’t have a high-resolution camera, your webcam is ideal for interview-style videos.
- If you are using your smartphone, get a tripod to stabilize the camera while shooting to avoid the low-quality feel of a shaky video.
- Make sure to use proper lighting to avoid dark videos. But, again, you don’t need expensive equipment; set the scene in a well-lit room without backlighting.
- A video must have clear sound and be free of background noise. Microphones are not very expensive, but you can also shoot at a quiet location. Always speak clearly and loudly when shooting.
- You cannot shoot the whole video perfectly with the first take. Instead, film several takes of each segment and use editing to create a flawless video with the best clips. You will need an editing tool for this – several excellent ones are available to download on your computer or smartphone.
- Add captions since most people watch videos with the sound off.
Sharing Your Video
After editing, your video is ready to share 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.
These are the most important online places to share your video:
Your firm’s website is the first place you should place your video. First, add it to your homepage and then the 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 makes sense that you put your video up here straight away.
Connect with your potential clients on the social media platforms they prefer. Facebook, Instagram, Twitter, and LinkedIn have all made it easier to incorporate your video content, so use video marketing here regularly to connect with your target audience.
TikTok is a popular video-sharing and downloading platform everyone uses today, so make sure to give your law firm some exposure there too.
Email marketing remains an invaluable tool. If you are using it, send your video out with your newsletter to your subscribers, it is the best way to ensure they remain engaged.
Measure Your Results
You have taken a lot of trouble creating and producing your video marketing campaign. Therefore, you need to measure and analyze its results to help your future strategies. For example, you will want to know how many times people viewed the video, the location of the viewers, the length of time spent viewing it, and if it attracted new clients to your firm.
Depending on the site you want analytics for, you can use several tools, but Google Analytics is still one of the best. However, if your results are disappointing, don’t give up. You may need another concept, a new audience, or to distribute to 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 to reach your target audience in an engaging way that will bring in the desired ROI.