Frequently Asked Questions About Video Marketing for Attorneys
Video marketing can be daunting for attorneys who are not used to being in front of a camera. However, video marketing for your small law firm is easier than ever. Many lawyers just need a few tips and ideas to get started, and once you have created your first batch of videos you won't want to stop!
Browse our collection of tips and tricks for video marketing for attorneys and get answers to your frequently asked questions. For more information, you can fill out our contact form and let us help you get started with your video marketing!
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What Topics Should I Cover in My Attorney Videos?
Video can be a great marketing tool that attracts new visitors to your website, improves your search engine optimization, and helps you stay ahead of the competition. But what should your attorney videos be about? Videos take more time, effort, and funds than website content, so it is important to put more thought into meaningful subjects.
Here are just a few topic and subject ideas for your legal marketing videos:
- Introduce yourself and your firm.
- Answer a frequently asked question.
- Talk about a relevant legal topic in the news.
- Share safety and prevention tips.
- Record a few client testimonials.
- Share a recent case result.
- Talk about why your law office is different.
- Talk about your free book offer or another call to action.
- Establish yourself as an authority in your field.
- Share information about a practice area that isn’t found in other online videos.
- Walk your view through the legal process in clear, simple language.
- Give your viewer a plan of action.
- Address your viewer’s deepest concerns and fears.
These topics should help you get started. The easiest way to get a lot of video content is to relax and give simple, straightforward answers to many frequently asked questions. Don't forget that your video content can be transcribed and turned into website content with little effort. If you still find yourself at a loss for topics, review other attorney blogs and see what topics they are discussing. Once you have a list of popular topics, you can put your unique spin on the answers.
A Local Television Affiliate Has Pre-Made Ads for Attorneys. Is it A Good Idea to Use These Ad Templates?
Absolutely not! Using prefabricated ad spots or letting the station write part, or all, of your script may save some time in the short run, but you’re essentially giving the station control of your small law firm’s marketplace image, and that’s a costly mistake.
The station isn’t going to know the particulars of your firm: what you do, what makes you unique, or why a prospect might specifically want to work with you. In fact, most prefabricated ad spots have probably been running on the station for ages, to the point where the few personal injury prospects still in their seats for the commercial breaks have probably learned to tune them out.
Three Essential Parts of Any Television Ad
A pre-made ad will never include the most important parts of a TV ad. This is the part of advertising that can't be automated, borrowed, or phoned in, unless you are happy with paying for an ad that will never bring in clients.
- A Unique Offer
When you film your TV ad, please don't just stand in front of a camera and talk about free consultations and "cash for your pain." This type of lawyer ad is easily tuned-out, mainly because they are so prevalent. Instead, offer something unique, like a free report, book, or package.
- Tracking URLs and Phone Numbers
You have spent big bucks on that TV ad, so make sure you are tracking your return on investment. Include a tracking number or URL in the ad. This tracking information should be your main call to action. Without this information, you are blindly marketing and hoping for the best.
- A Personal Touch
Don't be afraid to bring some personality to your ad. This type of information about you and your law firm makes the ad memorable, and will help with the conversion rate.
You’ve spent those personal injury lawyer advertising dollars on television ad spots. Now put them to good use by creating a sharp, well-targeted 30 seconds that will be noticed and remembered.
- A Unique Offer
What Are Some Personal Injury Marketing Ideas That Will Make My Small Law Firm TV Spots Fresh and Engaging?
Creating a television ad for your law firm can seem daunting, but you have a huge advantage. Most lawyer television ads look the same, so it is not difficult to stand out from the crowd!
When you are looking for fresh marketing ideas for your law firm's ad, look at other industries television ads. Think about what you like, and what helps you decide what to purchase. Once you have reviewed other business's TV ads, think about these four points:
- Your message, your voice.
Before you start scripting your ad, figure out what you bring to the marketplace and highlight that in the advertisement. You’ll only have a few seconds to get your point across, so be direct and engaging. Don't accept a pre-made script for any television affiliate. Write your script or outsource the writing to a contractor that you know and trust.
- It’s about the client, not you.
There’s a chance some of your audience hasn’t realized a legal action is an option. Whenever you can, direct the prospective clients to information you can provide them about their situations, rather than sketchy self-promotion. Education based marketing builds trust and helps the client remember your law firm.
- Don’t let the station use your budget as a “starting point.”
Make their staffers work within the boundaries of your television advertising budget. Any ad executive will try to push you to pay for more. Don't bend to their will. Most local television stations are struggling to compete against online streaming services, and it is likely you could negotiate more advertisement for your dollar.
- Get ready to track your results.
Before you even buy airtime, have a follow-up plan in place for everyone who contacts your firm because of your ad, even people who don’t currently have a case.
- Your message, your voice.
What Makes A Good Attorney Website Video?
Online lawyer videos are a great option for small law firm advertising, not only because a video is relatively inexpensive to produce, but also because the investment is the same for your firm whether that video is watched 200 or 40,000 times. It’s obvious why so many firms are taking advantage of streaming video technology to promote themselves.
However, there are some big “don’ts” in the law firm video marketing. Ineffectual videos:
- Emphasize the attorney’s accomplishments and expertise.
- Are more focused on selling the firm than on making a connection with the viewer.
- Are poorly produced, with unclear sound and video.
- Do nothing to distinguish the firm from its competitors.
People who’ve come online to search for legal representation or more information about a specific type of case aren’t interested in seeing commercials. Chances are they’re in a situation that has left them distraught, overwhelmed and afraid.
If instead of telling them how hard you’ll fight to win, you show them something that helps them understand their case better, you’ve already started building a relationship of trust.
- Help the viewer identify the nature of their problem.
- Give a takeaway, something that will help the viewer take an effective next step.
- Are competently produced, with crisp video and clear sound.