We’ll cut right to the chase: video is a must-have in any marketing strategy.
In a crowded online landscape, video content is engaging, compelling, and captures your audience’s attention (so long as you do it correctly). It’s no longer a question of “Do I need video?” but rather, “What kind of video do I need in my law firm?”
However, just to cover our bases, here are some key statistics about leveraging video in your legal marketing strategy:
- 90% of users say videos are helpful in the decision-making process
- Videos can boost landing page conversions by 80%
- A third of all the time people spend online is dedicated to watching videos
Similar to other forms of advertising (like paid social media or PPC) an effective video marketing strategy looks different across every practice area. Your messaging, content, and visuals may differ depending on your target audience and your firm’s background.
Your video marketing strategy might also look drastically different than a colleague’s based on your individual goals.
Each style of legal video can accomplish a different goal, so you should consider what your ideal end result is before producing a video.
Here’s an overview of the different types of legal video:
- Brand Video: This type of video highlights what makes you, your firm, and your team unique, enabling prospective clients to get to know you, your passion, and your personality—in other words, your unique value proposition.
- Attorney Profile Video: If you’re not running a solo practice, then each member of your team probably has a unique story to share too. Share them. Videos like this are perfect for profile pages on your company website. While a plain text bio can be useful, a video can bring that person’s resume to life in a different way.
- Practice Area Video: These videos describe different practice areas that your firm handles, enabling you to show the breadth of specialized experienced provided by your firm. For example, let’s say you’re a personal injury lawyer. You could produce a series of videos that explore your niche in greater detail—trucking and motorcycle accidents, catastrophic injury, you name it. Videos like this are a great way to show that you’re not a generalist, but a specialist, making them a great way to build authority.
- Educational/FAQ Video: Educational/FAQ videos are another great way of establishing credibility with prospective clients and proving that you’re a thought leader in your field. These types of videos help answer questions for those with pressing legal problems, especially those who may not even know they need an attorney yet. Educational videos allow you to be that source of information that helps them to understand.
- Client Testimonial Videos: Client testimonials can not only be featured in your brand video to promote social proof, they can also stand on their own. Wherever you include them, client testimonials offer unbeatable social proof.
The list goes on, but we’ll keep it simple and just stick to the most important types of legal video. This begs the question, though - which video do you need in your law firm?
Again, it depends on your goals. Take a peek at some common marketing goals below and which video type best corresponds with your ideal outcome.
If you want to…
Boost perceived thought leadership
If you’re looking to boost perceived thought leadership, then a series of FAQ/educational videos are the best way to accomplish that goal. These types of videos are great for driving traffic to your website because people are far more likely to perform a search based on a question they have (i.e., “How do I write a will?”) than they are to search for a lawyer.
Content that answers questions like these helps drive prospective clients to your website, where they can learn more about you and determine whether you can solve their needs.
To get started with FAQ videos, perform some preliminary keyword research to figure out the types of questions people are asking within your market or practice area. Once you’ve got a list of highly targeted long-tail keywords, you can produce videos based on your results.
Showcase your team
While solo or small firm attorneys may not find this as useful in their marketing, attorney profiles are highly useful tools for larger law firms who may have multiple associates and/or partners.
Attorney profiles are biographical in nature and tell the story of an individual team member. They can be used to introduce potential clients (or new clients) to the attorney who will be working their case, to spruce up an attorney bio, or to boost social engagement (people love sharing content if they’re featured in it).
Highlight a specialty niche (or break into a new market)
Practice area videos highlight your experience working in a specific niche area of the law. For example, let’s say you’re a personal injury lawyer who focuses only on car accidents. To leverage these videos, you would produce a video that explores your niche in greater detail — soft tissue injuries, trucking accidents, car accidents, catastrophic injury, etc.
Convert Visitors into Clients
Your legal brand video is the ultimate conversion tool, and regardless of whichever other types of videos you choose, this should be part of your marketing toolkit. Typically, a brand video is about two or three minutes in length, which should be more than enough time for you to tell your story, differentiate yourself from the competition, and engage potential clients.
No law firm should be without this kind of video. It should be placed on your homepage, right smack dab in the middle. So while all your other videos will drive traffic to your site, your brand video will reel them in and seal the deal.
If you want to keep learning ways to leverage legal video in your firm, check out this eBook we created: 10 Ways to Leverage Legal Video to Grow Your Law Firm!
Michael Mogill is the Founder and CEO of Crisp Video Group. Crisp Video provides video production and marketing using a method they developed for telling your law firm's story in a way that creates an emotional appeal while sharing what separates you from a sea of competitors. They provide premium legal video marketing for attorneys and law firms that simply want the best. Michael is a highly sought-after public speaker who has presented at multiple national conferences on innovative ways to accomplish meaningful growth in business.