Top 5 Video Marketing Tips for Lawyers
Legal EFX understands that video content is the current and growing future of internet marketing for law firms. Not just any video will suffice, however. Here are five rules to always follow when implementing an attorney video marketing project.
Prioritize Content Over Production Values
Potential clients go online seeking answers to questions about the law and to learn who can help them with their particular, often pressing, legal problems. Answer those individuals’ questions in your law firm videos; in fact, do little else. Do not expect deep dives into your educational background or virtual tours of your offices to attract many viewers among people who might hire you to advise and represent them. You can provide your bona fides in person during a face-to-face consultation and in biography/profile pages on your firm’s website.
What you talk about and show in your videos is up to you, but you should not worry much about the audio and visual components much beyond the basics of “Can viewers hear what I’m saying clearly?” and “Does this video look professionally made?” Hire a competent video production company and preview final products for acceptable quality before posting.
Spend more time on your video scripts instead of the videographic details. Focus especially on the three factors of…
- Making sure all your statements are factually accurate;
- Not crossing the admittedly murky line between informational and advising; and
- Providing enough information to let viewers make judgments about whether you have the knowledge and experience to help them.
Working with a consultant like Legal EFX that specializes in video marketing for lawyers can help you get the sound, look, and content of your firm’s online videos right.
Make Your Videos Searchable and Viewable
The quality and informational value of your law firm’s videos will not matter if no one can find and watch them. Choose titles, keyword tags, and scripts for each video carefully to ensure they draw the attention of search engines like Google and Bing. Also be sure to place each video in multiple locations online, beginning with your own firm’s main website and a dedicated YouTube channel. While it is possible to hit a point of diminishing returns, creating additional unique URLs for the same content increases that content’s likelihood for being found and viewed.
State the Most Important Information Up Front
Do not waste viewers’ time. You can only expect about two-thirds of the people who press play on one of your attorney marketing videos to watch two-thirds of the stream. Bore them, confuse them, or take too long getting to the heart of your message, and viewers will click away.
Frontload video scripts and graphics with the most essential information. When viewers see you have the information they need and are not hesitant to share it, they will stick around.
Close With a Call to Action
At the end of each video, tell viewers how they can contact your firm to ask additional questions and schedule a consultation with one of your attorneys. You could also use the closing seconds of your video to let viewers know where they can go online to learn more—in particular, to your website.
One of the best ways to do video marketing for lawyers is to embed your firm’s videos in your blog posts, marketing emails, and social media posts. User data confirms that people spend more time on webpages that include videos, refer pages that present both videos and text, read more text on pages that feature videos, retain more information from videos than from articles, and are more likely to contact companies and service providers after watching videos.
If you want those benefits, let Legal EFX know how we can help you create or improve your firm’s attorney video marketing.
Image Credit: Adapted from Creative Commons / Andy Atzert