Nowadays, one of the most compelling ways to convince a potential client to contact your firm is with video. Gone are the days of slow internet and even slower video loading times. Feedback shows that videos are one of the most effective forms of online communication.
Visitors want information before they pick up a phone or fill out a contact form, and a small video of your firm can help do just that.
You want to make sure to give your visitors a powerful first impression of your firm. You can include these videos on your firm’s websites and even upload them to site like YouTube to boost your online visibility.
Before jumping in front of the camera or seeking out the help of a professional video producer, take a look at the following tips on creating effective video marketing for lawyers.
1. Have a Plan
To reduce the time you spend babbling like a mad man while the cameras are rolling, make sure to have a solid concept and script. Think about your audience and what their needs are. This will help you develop a format for the video, which can range from service descriptions, to attorney interviews, to Q&A videos.
Once you’ve settled on your format, create an outline and then fill in the details. Make sure to storyboard it so that you have a definitive vision of what needs to be filmed.
2. Hire a Professional or Use Professional Equipment
Nothing will turn off a potential client more than a poorly filmed/edited video. You want your marketing to reflect the professionalism of your firm, so strapping your iPhone to a makeshift tripod may not be the right way to go.
According to multiple studies, consumers prefer professional-grade business videos over user-generated content. Believe it or not, there are many cost-effective companies that can make you look and sound good, so you don’t have to lose any sleep over having to shell out your life savings to create effective videos.
If you’ll be doing your own work, make sure to invest in a high definition camcorder and some proper lighting. You’ll also want to get an external microphone to make sure your audio sounds good. Ever hear the term “garbage in, garbage out”? You do not want this applying to your video marketing, so invest a little and you’ll get a lot back.
3. Promote the Lawyers, Not the Firm
Differentiating legal services has become a formidable challenge. Clients will sometimes say that they “hire the lawyer, not the firm”. If several law firms have similar reputations, it would serve you well to highlight the strengths of the individual attorneys.
Videos that feature individuals rather than the entire firm allow the attorneys to demonstrate how they approach problems and deliver service. They also give the attorneys the opportunity to reveal their persuasive powers with more emotional impact.
Many times, attorney services will only loosely mirror the reputation of their firm. Clients would prefer to see individuals in action. If you create videos that only market your firm’s standings, wins, reputation and expertise, then you are missing a critical element in your legal marketing arsenal.
4. Consider Q&A Videos
Creating a series of short 1-3 minute Q&A videos can help you build trust with your potential clients and establish you as an expert in your particular field. Q&A videos allow you to share valuable insights on your potential client’s legal matters.
When creating these videos, make sure to keep them short and sweet (anywhere from 1 to 3 minutes in length). The purpose is to explain complex information simply and effectively, which is highly appealing to prospective clients.
5. Optimize and Share
Even if you plan on embedding your videos on your firm’s site or on professional video sharing sites like Vimeo, you should still post it on YouTube. YouTube is the second largest search engine on the Internet behind Google. With properly optimized titles, tags, and descriptions, you’ll increase your chances of google ranking your videos for relative keywords. YouTube even has a transcript feature, which will help make your video accessible to the hearing impaired and boost your SEO.
Don’t neglect other social media platforms when it comes to sharing your videos. Make sure to send them via your newsletters, and hoist them on your Facebook, Twitter and LinkedIn pages. The use of videos on these platforms have become more popular and more effective than ever. Posting to social media can help gain some publicity for your videos and drive traffic to your site.