As a law firm owner, wouldn’t you like your video marketing to attract clients?
Believe it or not, law firm content doesn’t have to be boring — and in fact, it doesn’t have to be.
There are many unique and creative ways to use video marketing in your law firm.
This article will help you discover new ways to generate new leads with video, from engaging educational content to engaging and engaging videos.
Let’s get it in.
1. Create educational videos
The legal field is often complex, wordy, and completely inaccessible to the average person.
As a legal professional, you have the opportunity to translate complex topics into information your audience can easily understand!
One of the best ways to do this is to create educational videos that address common legal questions your audience may have – or provide more information about legal procedures in general.
This can be incredibly helpful to potential clients who are overwhelmed by all the traditional jargon surrounding their legal cases.
For example, a foreclosure case can be scary and intimidating. Help put your audience at ease by detailing the exact steps they need to take to prevent foreclosure — including hiring a legal professional.
Since most legal issues require someone to get legal support, you can always mention your services in the hope that a potential client will reach you!
- adviceConsider adding real-life examples or case studies to add more value to your educational videos. This will make your videos more relatable to your audience.
2. Launch a YouTube channel
The best way to get more attention on your video content is to create a YouTube channel. This is because YouTube acts as a search engine, allowing users to search for topics and discover related videos.
For example, if someone searches for “child custody battle” on YouTube, they will be met with a list of related videos from other lawyers and publishers.
But how high these videos rank in YouTube search depends to some extent on YouTube SEO.
Plan YouTube video topics that relate to what your potential customers are most likely to search for. You can use the keyword tools for YouTube to find keyword ideas.
Then, you have to include your chosen keyword in the video title, description, and video content (audio commentary/script). This helps improve your YouTube rankings and attract viewers to your channel.
Be sure to include a call-to-action (CTA) for potential customers to contact you, and consider adding your website link and/or phone number to your video description.
- advice: Use a tool like Animaker to create animated explainer videos. This can be a fun way to explain complex legal concepts.
3. Include video content in blog posts
Another way to drive traffic to your videos is to include them in blog articles on your website.
If your law firm has a blog, this is likely where you post law firm updates, media content, client testimonials, and more. Article marketing is a great way to drive more organic traffic to your law firm.
If you already have website analytics, I recommend identifying which blog articles are currently getting the most traffic and creating videos for them. Then, you can embed the videos into the articles themselves.
If you don’t have website analytics yet, I highly recommend setting up Google Search Console (GSC) and Google Analytics (GA). Both are free and provide insight into how your website is performing, how many people are visiting your site, etc.
4. Ask clients for video testimonials
There is a lot of trust that needs to be built between lawyers and their clients. With so much going on on the Internet—money, time, family dynamics, etc.—clients are often wary of enlisting legal help without any guarantee of results.
And while you can’t guarantee any outcome, you should be able to guarantee a positive experience. This is where getting happy customer testimonials can help build confidence in your business.
So, in addition to asking for customer testimonials on Facebook and Google, consider asking customers for video testimonials. These videos can be added to your blog, website, YouTube channel, ads, and more (with consent, of course!).
Ask clients to describe their experience working with your law firm, why they might recommend you to clients in the future, and what the outcome was from working together. However, be aware that you don’t want your videos to be too scripted.
5. Use of video in paid advertising
Paid ads can be exciting too! Instead of resorting to the traditional text-based ad format, give the video experiment a try.
The most popular PPC advertising platforms are Facebook Ads and Instagram Ads, but you may decide to use other platforms that fit your niche better.
You can post video ads to reach new audiences, drive engagement and generate leads for your business.
Here are some best practices for video ads to follow:
- Grab attention with a strong opening that gets your message across quickly.
- Keep the video short and sweet (15-30 seconds recommended).
- Optimize your video for mobile viewing by adding subtitles, a clear CTA, and a vertical aspect ratio (16:9 recommended).
- Add attractive branding, such as your logo, team photos, icons, and more.
- Encourage viewers to take action. For example, you can direct them to your website or include your phone number in the ad.
6. Use Live Video
Many platforms, such as Facebook, YouTube, and Instagram, allow you to post live videos. In this format, you can simply log into your account, go to the Live function, and click Go Live!
Live videos are great for interactivity, allowing you to interact with your audience in real time.
Some great live video topics include Q&A sessions, tutorials, webinars, interviews, or webinars.
You can even use platforms like Be.Live to share your screen or have multiple hosts on screen. It even allows you to post your live broadcast to multiple Facebook groups and/or pages at once.
When hosting a live video, make sure you have a reliable internet connection. I also recommend being in a quiet, distraction-free place with a minimal background.
7. Host a webinar
Like educational videos, webinars are a great way to provide valuable information to your audience. The difference is that webinars are usually longer (hours or days at a time), and you may have attendees who sign up in advance.
Webinars work best if they fit into your larger marketing strategy. For example, you can advertise on social media for people to attend your webinar, and they need to provide their email addresses.
Then you can follow up with them via email marketing, direct them to your blog, or ask them to work with you.
A variety of tools allow you to record a webinar; Google Meet and Zoom (yes, the ones you use for virtual calls) let you tap “record” and save your video.
Then you can upload the video to YouTube (and make it “hidden” except for those present) or post it on your website behind a subscription wall.
8. Collaboration with industry experts
You may be the most experienced lawyer in your field, but I’m sure you don’t know everything! This is when it is beneficial to attract other industry experts to provide additional value to your audience.
For example, you may be a family law attorney (whose target audience is parents), but you don’t know much about wills and estate planning. Invite a trusted probate attorney to discuss the value of wills, estate planning, and more.
This can take the interview format (with you and the interviewee on screen) or as a pre-recorded video that the expert sends you. Whatever shape is right for you!
Try to find industry experts who have a strong following in your target market. In this way, you can expand your reach and expand your potential customer base.
Creative law firm video marketing ideas
Obviously, video marketing can be a profitable way to get more traffic and leads for your business.
More than just the above, there are many ways to expand your reach with video.
The possibilities are only limited by your creativity and imagination – so don’t be afraid to have fun with it and try new approaches.
More resources:
Featured image: Irina Strelnikova / Shutterstock
