Video Marketing Ideas for Law Firms

Here are some tips for developing a successful video marketing strategy.

YouTube averages 4 billion views per day. Needless to say, if video isn’t a part of your legal marketing strategy, you’re missing out on a huge opportunity to attract website traffic and convert more browsers into clients. Online videos are an extremely powerful marketing tool for attorneys because they improve your website’s search engine visibility and help you forge a personal connection with prospective clients.

But the problem is that many attorneys’ online videos are downright bad, and it’s because they go against the nature of online marketing. Online law firm videos should not look like TV advertisements. Most prospective clients use the Internet as a research tool, so it only makes sense that online videos offer useful information. Telling prospective clients that you’ll fight aggressively on their behalf or that you were at the top of your class in law school won’t differentiate your firm or convince prospects to contact you – it’ll most likely cause them to click away.

• Creating Engaging Law Firm Videos
  There are several ways to create engaging videos that increase your law firm’s credibility and build trust among prospective clients. You could create an introductory video that welcomes visitors to your website and talks a little bit about who you are and what you do. People who are searching for legal information are waiting to talk to a real person. Hearing your voice and seeing your face might encourage them to call you and set up an appointment. You could also give viewers a behind-the-scenes tour of your office or a quick tour of your site and its most useful pages via video. Videos could also be used to answer frequently asked questions or debunk common myths about attorneys or your specific area of practice.

• Identify the Problem and Offer a Solution
  Most visitors to your law firm’s website have a problem and are seeking a solution. To create effective videos, focus on the wants and needs of your visitors. Too many attorneys create videos that focus on their accomplishments. People who watch attorney videos generally have a problem and are looking for someone to fix it. For optimal results, create a video that positions your legal services as the solution to their woes.

• Compel Viewers to Act
  Viewers want to know what’s in it for them. Your videos need to be compelling and show prospects how you can help them solve their problems without actually providing any legal advice. Always conclude your videos with a call-to-action that encourages viewers to call you to schedule an appointment or ask questions.

• Optimize Your Videos 
  Once you’ve created your videos, there’s still a long road ahead of you. Posting videos on your website is a great start, but you’ll also have to do the work of promoting them if you want them to be found online and produce lasting results. In addition to optimizing your videos to rank well in search engines, you’ll also need to promote your videos via social media channels to extend their reach.