In a world where people are constantly bombarded with information, you need to find ways to stand out and be heard. One of the best ways to do this is through video marketing. Video content is engaging, interesting, and can help you connect with potential clients in a more personal way. That’s why 86% of marketing professionals use it as a marketing tool.
In this blog post, we will discuss why video marketing is important for lawyers and provide some tips on how you can make the most out of your videos!
What is video marketing?
Video marketing is a type of content marketing that involves creating and sharing videos online. The goal of video marketing is to promote a product, service, or brand and generate leads or sales. Videos can be used on social media, websites, and email campaigns to achieve these objectives.
For example, this is a YouTube video published by a law firm in Brazil that showcases their location, team, and values.
There are many benefits to using video in your marketing efforts. Videos are engaging and can help you tell a story or provide information in an interesting way. They are also shareable, which means they have the potential to reach a wide audience. Additionally, videos can help you build trust with potential clients and establish yourself as an expert in your field.
Video marketing strategies for lawyers
With that said, let’s take a look at some tips for creating effective lawyer videos.
1. Create case studies of successful clients
One of the best ways to market your law firm is to create case studies of successful clients. These videos can showcase the results you’ve been able to achieve for clients and help build trust with potential clients. Consider for a moment that 95% of people say reviews influence their purchasing decisions. Hence why, when you’re creating case study videos, be sure to focus on the client’s story and use their testimonials to highlight the impact you’ve had on their life.
2. Answer common questions with video
Another great way to use video content is to answer common questions that potential clients have about your area of law. 60% of people say that responsiveness to questions is the reason they choose a lawyer, and you can incorporate that trend into your video marketing strategy.
This type of video can establish you as an expert in your field and help build trust with viewers. When creating these videos, be sure to keep them concise and focus on providing helpful information that viewers could use in their lives.
3. Post Stories on Facebook, Instagram, and TikTok
Social media is a great platform for sharing video content. In particular, stories on platforms like Facebook, Instagram, and TikTok are growing in popularity. These videos are quick and easy to consume, which makes them perfect for busy viewers.
Consider adopting the mindset of “documenting” versus “creating.” This means instead of creating complex video content from scratch, you show behind the scenes and document your day-to-day as a lawyer. This puts less pressure on you or your team, and still enables your legal practice to market video content on a regular basis.
4. Have clear calls to action in each video
Your content needs to do something. The goal of video marketing is to generate leads or sales, so be sure to include a clear call to action in each video. This could be an offer for a free consultation, a discount on services, or simply a request to subscribe to your email list. Whatever you choose, make sure it’s something that viewers can easily take action on.
5. Produce a content calendar to stay consistent
Content marketing success comes down to staying consistent. We’ve worked with hundreds of law firms, and we can’t tell you how many haven’t posted content in months or years. If you want your video marketing efforts to be successful, you need to be posting videos on a regular basis.
One way to do this is to create a content calendar. This document should outline the topics you’ll cover in each video, when the videos will be published, and what platforms they will be shared on. Having a content calendar will help you stay on track and ensure that your video marketing efforts are consistent.
Here’s a template you can use to get started:
6. Repurpose your videos across different platforms
Another important part of content marketing is being efficient through the process of repurposing. This is when you take a piece of content and change its format to suit another platform. For example, you might record a case study for YouTube but repurpose it for Instagram, Facebook, LinkedIn, and Twitter since they all have different audiences and required video sizes.
7. Use hashtags to increase your reach
No matter where you post your videos, use hashtags. Hashtags are a great way to increase the reach of your content and get your videos in front of new viewers. When choosing hashtags, be sure to use relevant, popular hashtags that relate to your video topic. You can also use hashtags to target specific audiences, such as the practice areas and regions you serve.
8. Run Facebook or YouTube video ads
Last but not least, lawyers should consider investing in video ads on platforms like Facebook and YouTube. Paid media is one of the best channels to immediately generate phone calls and leads, and video ads are some of the most effective. If you want to learn how to grow a legal practice with paid media, learn more about our online course.
Final thoughts on video marketing for lawyers
Following these tips will help you create effective lawyer videos that can generate traffic, awareness, and leads for your business. If you’re not sure where to start, consider working with a video marketing agency that specializes in creating content for law firms. With their help, you can create high-quality videos that achieve your marketing goals.
Additionally, you can enroll in our legal marketing certificate to get the skills you need to market a legal practice.