Lets face it, hiring an attorney can be an intimidating task and when coupled with an often-stressful legal issue at hand, many prospects settle for the “friend of a friend” route, then find the best attorney for their needs and budget.
Video helps erase the intimidation factor that surrounds the process of contacting and hiring an attorney. Video allows prospects to see and hear from you. It makes a connection with your potential clients 24×7 from the comfort and safety of their own home – with no obligations, commitment, or passed judgment. It is an opportunity for prospects to meet you before they ever walk in your office or pick up the phone. It’s warm, personal and more “human” than written words and static images, and done right it can have the same powerful impact as a face to face meeting.
Considering the fact that Google has rapidly expanded their search results beyond just words and text, it becomes obvious why the use of online video as a meaningful marketing tool for attorneys has exploded over just the past few years. Instead of uploading your video to the standard video sites like YouTube, other sites dedicated to the legal profession, like LegalTube.com have emerged as effective marketing resources. In addition, legal directories like Avvo.com and Justia.com have made room to accommodate videos in their attorney profiles.
There is little doubt that video has a place in your law firm’s marketing plan, but what you produce and how you produce it is important. You do not necessarily need to invest $3k – $5k with a production video company to produce good quality and effective video. Additionally, you should not shoot impromptu video from your desktop camera, just so you can have a video. Undoubtedly, this option causes more damage than good.
Here are some tips for creating good quality, effective video:
A conversational, welcoming style. The style of a video plays a key role in its success. Prospects want to see your personality. Research shows that the vast majority – about 75% -prefer a relaxed interview style to a more formal, rehearsed script. The most effective videos speak to prospects as if they were sitting across your desk, in a way that’s both personal and highly professional.
Content that engages prospects. Flashy images aren’t enough if your content falls short. Take some notes after your next half-dozen interviews with prospective clients … are there FAQs and other key talking points that come up nearly every time? Approach your video marketing as a chance to address those important topics.
A unique point of view. Video should highlight points of differentiation that set your firm apart – such as unique professional experiences you bring to the table. Do you have three distinct practice areas? Create a video highlighting each.
Contact details and a call to action. A video that looks great and says the right things accomplishes nothing if it doesn’t drive viewers to take the next step. Your firm’s phone number, office locations and URL should be mentioned and displayed prominently on-screen in any video presentation.
Providing a strong call to action and prominent contact details matters because video is an easy-to-share technology that can be distributed across the Internet to target audiences. A high-quality video that introduces your firm, then makes it easy for viewers to follow up, can extend your message beyond your Web site.
Bardorf Legal Marketing is a Massachusetts Internet marketing and advertising firm working with lawyers and law firms on enhancing their online effectiveness in the areas of SEO, paid search, social media, affiliate marketing, blog and website development, and targeted local search marketing campaigns.
