Your Legal Firm Needs Video Marketing! Here’s Why.

Including Video in Your Law Firm Marketing Plan

Quality content is one of the most crucial elements of any successful web marketing strategy. It is one of the most important aspects that attract prospective clients to your website and demonstrates your ability to handle different legal matters.

While the majority of content marketing has focused on static text, there has been a rapid increase in the use of video content on websites and web marketing. Today, more than 80 percent of people watch online videos every week and nearly 55 percent of people watch videos every day.

Social media is also a great destination for videos. Approximately 100 million hours of video are watched on Facebook every day and social media generates 1200 percent more shares than text and image content combined. Video is more efficient than any other medium – around 20 percent of people remember what they hear, 30 percent of people remember what they see and 70 percent of people remember what they hear and see. Our brains are programmed to process moving images and video is the most ideal method to catch a viewer’s attention and convey your information. These statistics just cannot be ignored.

Many firms restrict their use of videos because they either are unaware of their value or do not know how to effectively use video to attract their target demographic. Many others consider video as useful but don’t include it in their web content. Understanding video and its type and how they can help your marketing strategy succeed and help you drive in prospective clients.

Reasons to Include Video

Video can prove to be highly beneficial for your website as well as for your web marketing endeavors. It not only is consumed faster than static content but also helps your page rank better in the search engine result pages. It can increase contribute to higher client engagement, increasing client development, and help achieve your website goals and metrics.

Benefits of adding video to your website:

• Video is faster for consumption
The audience today emphasizes speed and ease of use. The average person browsing online wants to get quick information, easily and accurately. Social media platforms like Twitter, Facebook, and Instagram emphasize smaller amounts of text and a bigger amount of video and images to convey messages. This means people won’t spend a lot of time reading the text on your site. But a video gives them the information they’re looking for more quickly, and then they can decide how to engage more with your site and your firm.

• Video is more dynamic
There’s a limit as to what you can do with text and images on a page. Videos are more dynamic and engaging, combining audio, video, and text to create a unique experience for your website visitors. Building a more engaging experience for your clients gives you the opportunity of showing what your firm has to offer and how you can provide them with quality results. That message is delivered more effectively through video as compared to static text. Clients are more likely to watch an entire video, whereas they are more likely to stop reading halfway through the text that conveys the same information.

• Video has greater distribution possibilities
Videos also have a greater opportunity for distribution. When you create text content, you need to build different kinds of content for different platforms (email, blog, social media, etc.). But since all of these platforms support videos, and people consume videos essentially the same way on each platform, you don’t have to create separate videos for every distribution platform. Instead, you can create a video on the basis of the message you want to deliver and then share that message on different video hosting sites, platforms, and social media.

• The video incorporates Search Engine Optimization (SEO).
SEO is the process used to help your site rank better on search engine result pages. Sites that use certain keywords and phrases in their content show up in search results, and videos can be used to boost SEO as well. Since users like videos, they are more likely to click on your video rather than a link to the static text on your website. Not only will your videos appear in search results, but watching your videos may keep consumers on your site longer than usual, which ultimately increases the chances of visitors taking the next step and contacting your firm.

Types of Video For Your Website And Digital Marketing

Just like text content, there are different types of video content at your disposal for your website and marketing strategy. Different types of videos serve a different purposes, so you should choose your type of video carefully. Below are a few types of videos you should consider:

• Explanations of Information

One of the most common types of video content is to explain some information. For law firms, this can be an explanation of a specific legal issue commonly encountered by prospective clients. These videos are a good way of adding value for your clients by addressing topics they’re concerned about related to your areas of practice. For example, if you are a criminal law attorney, you could share a video with prospective clients explaining what they should do after getting pulled over for a DUI. Such videos are commonly referred to as Frequently Asked Questions or FAQs.

• Attorney Interviews
Interviews or attorney biographical videos are a great way to share your expertise in the law and how you can help your clients better than other attorneys. These types of videos can be used to put forth your understanding of the subject matter and can highlight how you establish and strengthen relationships with clients. It is far better for a prospective client to see & hear you share information about your practice, as opposed to reading a full-page biography.

• Firm Introductory or Branding

Video is an effective way to show your potential clients how your firm operates and why they should choose your firm over others. A well-crafted firm introductory video gives a first-hand knowledge of what your firm has to offer to your clients. If they don’t have the opportunity to see you in person, a branding video can paint a good picture of the type of firm you are and how you win for your clients. This video is your biggest opportunity of sharing your firm’s value proposition.

• Client Testimonials

Client testimonials are one of the most important components of any marketing program. Your clients sharing the positive experience they had with you and your firm is an extremely valuable tool and can make the big difference between engaging with your firm and moving on to the next firm on the list. Video is the most powerful medium for client testimonials. Having real people share their real positive experiences is far more powerful than a written testimonial. Video testimonials drive four times more engagement than written testimonials.

• Paid Advertising Videos

Using short 30 seconds to 1-minute videos in your paid advertising campaigns can improve your conversion rates significantly.

Whether you are exploring new ways to engage with your clients or wish to get ahead of the competition, video content on your website and in web marketing is an important tool for communicating information. When you engage your clients with dynamic video, especially while using SEO-driven content to draw them in, you will be able to connect with them more effectively and achieve your firm’s goals.

Contact Us Now for any Assistance with Your Video Marketing Strategy

We specialize in helping law firms review their current internet footprint, develop a comprehensive internet marketing plan and implement every aspect of that plan successfully. Contact us today to achieve the most out of your digital marketing strategy.