Video has become one of the most effective — and flexible — online marketing tools available to lawyers today. Whether you’re looking to stand out from the pack, build client confidence, connect emotionally, or simply attract and convert new viewers into clients, video can help give you a marketing edge. Video can be strategically positioned on your website, YouTube, social media, television, newsletters — and even as part of your email signature.
Here are five legal video marketing tips to help beginners and veterans alike:
1. Upload Your Videos to YouTube
This one’s a no-brainer. Regardless of whether you self-host videos on your website or host them through a proprietary platform, you should absolutely upload your videos to YouTube.
YouTube is the second-largest search engine on the web, and it’s owned by number one: Google. You can expect to benefit from YouTube’s union with the search engine giant that is Google.
Once you upload your video to YouTube, be sure to optimize your titles, descriptions, and tags. This will help prospective clients find your video. Incorporate the following into your titles, descriptions, and tags:
- Your city and practice area (e.g., Seattle Personal Injury Lawyer)
- Your firm’s name
- Your firm’s contact number
- Link to your website (in your description)
- Specify your location (city in your title, city and state in your description)
Another way to get the most out of YouTube is to use the video thumbnail options. In the past, YouTube would generate a random set of thumbnails for your video (which could be out-of-focus or less than ideal).
Now, YouTube lets you upload your own thumbnails. This is great news because the thumbnail is often the first thing prospective clients searching for your videos will see. (Or, in the case of your website, this is how the video will show up when it’s embedded).
To make the best first impression, make sure that thumbnail is engaging, professional and in alignment with your brand.
2. Embed Videos on Your Website (Correctly)
When you embed your videos on your website, make sure that you place them appropriately within the context of the site, and that you embed them properly.
If you have a brand overview video, place it near the top of the homepage so your visitors don’t have to scroll down to see it. This way they can immediately be introduced to you and your firm in an emotionally engaging way. (See the example below of the Shannon Law Group website.)
If you have a video that’s educational in nature or that answers a specific question (such as FAQs), it might not belong on the page that provides a broad overview of your services. Use it in a page that contains copy pertaining to the question.
Here’s an example of an FAQ video that would be used well on a page diving into the same issue:
3. Use Videos in Your Blog
Embedding videos in your website’s blog is another great way to reach your audience in an engaging way and attract inbound leads through organic search results.
You may already be providing useful content on your blog, but if your content is too text-heavy, you may not hold your audience’s attention. Follow these steps when creating blog posts that include videos:
- Create a blog post with the same name as your video’s title.
- Embed your video at the top of the blog post.
- Include a transcript of the video in the copy.
- If you release new blog posts regularly, that tells your audience and search engines that you are a consistent source of valuable content and thought leadership.
4. Utilize Facebook
Using videos effectively on Facebook can extend your targeted reach as well. Make sure that you natively upload your video directly to Facebook, though, instead of simply linking to the video you published on YouTube.
Videos uploaded directly to Facebook will begin playback automatically when displayed in the newsfeed. This is important because you have limited time to engage prospective clients (or get them to stop scrolling through their newsfeed and watch your video). If you link to a YouTube video, people will only see a static thumbnail image of your video as they scroll past it — and most likely keep scrolling.
Facebook offers extensive options to market a video to specific audiences, giving you the power to target them by age, gender, occupation, region, household income — the sky’s the limit. Additionally, if you have an email list (or phone number list) of your ideal clients (i.e., current clients), you can upload that list to Facebook and build a similar lookalike audience to target in your marketing efforts.
5. Add Video to Email Signatures
Consider your video’s versatility beyond your firm’s website and social media platforms. A professional email signature that includes video can provide the extra nudge potential clients need to hire you. If your correspondence has been primarily through email, video provides them with a human introduction to you and your firm.
Think beyond your own email signature. If you work within a practice group or team, including a video in email signatures can reinforce brand consistency and authority across the firm. Furthermore, recipients who use Gmail will see the video appear within the message!
Again, grabbing your audience quickly and keeping their attention is crucial.
Lawrence Morizio of Morizio Law Firm has added his firm’s brand video to this email signature, so anyone he corresponds with has an opportunity to get to know him better through video:
The Lead Nurturing Funnel
All of the items listed above involve lead nurturing. When planning your videos, you want to have a video that engages people in each stage of the process, from the awareness and interest stages to evaluation to the decision and even loyalty stages.
- In the awareness stage, leverage captivating and compelling videos to grab your ideal clients’ attention and leave a lasting impression.
- In the interest stage, show those prospects who you are with content that tells your story and gives them a reason to trust you.
- In the evaluation stage, provide value-based videos that help people answer questions about your brand.
- Finally, the decision stage is when you can highlight your practice areas and results with videos that offer client testimonials and reviews.
Creating compelling videos and using them consistently across all the online platforms you use to market your firm will lead to greater exposure for your services
Michael Mogill is Founder and CEO of Crisp Video Group, the nation’s fastest-growing law firm growth company and the author of the “The Game Changing Attorney.” He’s helped thousands of attorneys — from solo and small firms to large practices — differentiate themselves from competitors and earn millions in new revenue. Crisp has been named to the Inc. 500 list of America’s fastest-growing companies and has been awarded Best Places to Work. A sought-after speaker, Michael often presents at national conferences on innovative ways to create exponential business growth. His advice has been featured in publications such as Forbes, Inc., Avvo, ABA Journal, The Trial Lawyer, Huffington Post, and The Wall Street Journal.