If you are a sole practitioner or small law firm looking to generate more leads and convert more paying clients, you need to seriously consider adding video to your marketing strategy. Video marketing has become an effective and influential marketing tactic and is a key component to any successful digital marketing program.
There are a number of different types of videos that can be useful for marketing your law firm. It’s essential to utilize various techniques to demonstrate not only your firm’s capabilities and your area of expertise but also to convey who you can help and how you can help them.
The first step in your video marketing strategy is to create a branded video for your website. When creating your branded video, keep in mind that your audience already has an awareness of a legal issue they are facing and are looking for the best possible solution: you.
The video should include:
- Your value proposition to demonstrate what sets you apart from other attorneys
- A few behind-the-scenes snapshots of your firm to build audience trust and engagement
- A snippet about why you started your firm or became an attorney
- Comments from other key personnel at the firm
Promote your brand by placing your branded video front and center on your homepage. You may also include your branded video in social media display ads for targeted geographic reach.
Testimonial and Case Study Videos
Clients want to work with someone they view as trustworthy. Prospective clients will watch these videos to aid in their decision to hire your firm. They not only want to feel a connection but confirmation that the claims you make are supported by real client experiences that mirror their own situation.
This form of marketing enables your firm to make an emotional connection with potential clients. To create a case study video, you’ll need to think like your target audience to address their specific goals and pain points. Be sure to highlight how your firm solves problems by translating your key message into a compelling narrative for your audience. Lastly, back up your story with testimonials. There is nothing more powerful than an actual client telling their story and endorsing your legal services as the solution.
Potential clients want to hear you answer common questions, concerns, and talk about your practice area, cases you’ve won, and how you approach different types of cases. The best way to share this information is through interview style videos to demonstrate your knowledge, experience, and confidence.
Interview videos offer a great way to earn client trust and help your audience get a feel for who they will be working with.
No matter which video style you are utilizing, always include a call to action at the end of each video. This is an important step that many attorneys fail to incorporate. Don’t assume that viewers will know what to do next. Invite them to contact you for more information by providing a phone number, email, or link below the video.
Finally, publish your videos on numerous platforms such as your website, YouTube, Instagram, Google My Business, LinkedIn, Facebook, etc. Video marketing is a very effective way to market your law firm and get in front of your target audience. Call us to learn how we can help you get started with your own video marketing program.