PART I
So you want to generate more traffic, develop more leads, and convert more paying clients for your law practice, but you don’t know where to start. It’s time to consider video marketing. This one digital marketing strategy ticks all the boxes!
Most attorneys misguidedly believe that video marketing is either too difficult or too expensive. Others view this strategy as one that doesn’t fit into their brand. The truth is, video marketing is among the most significant business trends.
Marketers who incorporate video into their campaigns experience 34% higher conversion rates (Aberdeen Group). According to Elite Content Marketer, 48% of video marketers found it easier to convince others in the business of its value, and 47% believe it’s become less time-consuming to create video content.
The data in support of video marketing are endless. However, the proof is in the pudding, as they say. So let’s get started!
Understanding Your Audience
As is the case with any marketing strategy, you need to start with your audience. It’s crucial to have a solid understanding of your target audience in order to properly market your legal services to them.
If you haven’t already created a “target client profile”, consider the following questions: Where do your clients live? How old are they? What industry do they work in? How much income do they earn? What cultural beliefs and values do they have?
Answering these questions will help you determine who your targeted clientele is and how to appeal to them. All of your digital marketing efforts should focus on creating messages that resonate with your audience.
Another way to understand your audience is through a keyword search. This technique is also used in written content. However, for video content, you can conduct your research on YouTube. Simply start typing in a search term connected to your practice area in the YouTube search bar, ‘DUI defense cases’ for example. As you type, suggested search terms will auto-populate—these are the top related video searches.
A keyword search will provide topic ideas for your marketing video. Use your audience profile along with your keyword search as a starting point for the next phase of video marketing: creating your script.
Writing a Script
Once you identify and understand your audience, it’s time to determine the tone of your video. This will also be guided by the type of law you practice. Will your video be funny? Serious? Informative? Educational?
Your message and how you deliver it are critical as you are trying to connect on an emotional and intellectual level with your target audience. For example, if your firm works with long-term clients, you will want to demonstrate a high lifetime value by coming across as professional and informative but not overly serious. On the other hand, using a serious approach may help connect with folks whose future is in jeapordy such as criminal defense or bankruptcy issue.
Once you determine the message of your video and how you want it to come across to your audience, you’re ready to start your script. When creating your video script, keep in mind these three points:
- Ultimately, your video should be relatively short, between 2-5 minutes.
- Your audience is looking for information to help them understand their legal situation.
- Always provide a direct call to action at the end of every video, encouraging viewers to get in touch with your firm.
Part II of Generate More Traffic, Develop More Leads, And Convert More Paying Clients With Video Marketing will discuss creating a high-quality branded video and where to distribute your video.
