If being a lawyer is a disease, then the USA has an epidemic, and it has been going on for years. According to Statista, the total number of lawyers in the US in 2019 is 1.35 million, which didn’t have a significant increase from 1.3 million in 2015.
Still, that’s a staggering number, and it’s about one lawyer representing every 300 Americans. What’s more shocking is that around 70% of the world’s lawyers are in the US.
If you are in one of these statistics, is there a way to market your expertise that will make you stand out, knowing full well that nobody is invincible and anyone is dispensable because there are far too many choices? Well, one of the options is law firm video marketing.
Below are some tips to make a successful law firm video marketing campaign for your office.
Create an Educational Video
First and foremost, you need something to drive traffic to your website or your webpage of choice. To achieve this, you should create a video marketing for search engine optimization or SEO purposes using powerful keywords. Visit this page as a guide on how to do it and learn more about law firm video marketing.
The purpose of this video is just to create an awareness of your firm’s existence. Here, you tell a brief explanation of who you are and what type of legal specialization do you offer. Viewers can also find useful information from these videos by answering frequently asked questions (FAQs).
Potential clients often type in questions or keywords in search bars. When they’re brought to your video, you should be able to present the common answers through compelling video content. This could lead to them wanting to get to know more about your law firm.
Create a Brand Video
If anything can convince a potential client into hiring your services, it would be because of the influence of this type of video. This is where you introduce what your legal brand is all about and what makes your services stand out from other law firms out there.
Clients seeking legal assistance often feel defeated and broken and needing someone who can empathize with what they are going through. By attacking the video in such a way that it hits right at home, you appeal to them that there’s hope, and you can help them get through their ordeals.
These kinds of videos tend to humanize legal firms that are often perceived as cold, prim and
proper, and sometimes ruthless. Viewers may realize that behind those seemingly chilly offices lie real people with warm hearts, contrary to their haughty facade.
Create a Testimonial Video
Everybody loves success stories, no doubt, and these kinds of videos can sit well with clients seeking law firms that can deliver the goods. And what other ways to get that message across than letting your past clients do the talking.
In these videos, satisfied clients often relieve the moments of their dilemma and how they felt hopeless and helpless until the right people came to the rescue. They appeal to people that even at the most challenging times of their lives, there’s hope if only they go to the right place – your law office.
This is probably the most crucial of all types of video marketing for lawyers as this is where potential clients make the most important decision of getting your services, as the evidence doesn’t lie. In fact, according to Bright Local, 91% of consumers would likely use a business with positive reviews, while 82% will be driven away by negative ones.
Ways to Distribute Your Videos
Now, you’re onto your next, equally important step – where will you upload your videos? After all, the goal is to get as many people to view them as possible.
There are four possible platforms suggested below, and you can use any or all of them.
- Your firm’s website – this might be your first target, after all, as you want to create a strong presence on the internet. It would be good that the three videos discussed above be posted on the home page as they can potentially increase the number of time searchers stay at your website.
- Social media (Facebook, Instagram, Twitter, LinkedIn) – arguably, social media is the most powerful tool in distributing information across the globe. You can create your firm’s social media pages where you can post these videos. If lucky enough to end up producing a very compelling video, you might find them get viral overnight.
- YouTube – this is a no-brainer. But still, put effort into making your videos searchable for everyone to see by using relevant descriptions and hashtags.
- Email – videos are a great addition to your regular newsletters sent through email. More often than not, recipients tend to just randomly scan the email looking for relevant information and ignore the rest. With videos included, they make the email more engaging.
Determining Success
Measuring the results of your video campaign to decide whether it was a success or not never hurts. But how do you do it?
You can start by checking the number of views as this is your gauge if netizens are watching. Low numbers may mean that your video was not engaging enough for everyone, but it doesn’t necessarily mean it’s a failure altogether.
Has the number of inquiries increased after launching the videos? Has anyone eventually tapped your services? After all, the only views you need are those that matter – those that need legal assistance.
If you are really interested in knowing exactly where your leads are coming, a tool like CRM or Customer Relationship Management can definitely make this easy to accomplish.
Parting Words
You must remember that marketing is not an exact science, so don’t expect a perfect recipe to success. However, following certain tried and tested formulas never hurt anyone. As long as you accept the idea that a favorable outcome is not guaranteed overnight and you are amenable to make some workable adjustments, everything will fall into place.
Above all, legal assistance is as much a public service as a business. Therefore, putting a premium on the quality of legal service should be as strong as your desire to create an excellent marketing technique such as video marketing. After all, good marketing can never make up for bad service.