Digital video marketing is quickly becoming a strategy that law firms can’t ignore. Yet, many attorneys are hesitant to adopt video into their marketing campaigns, or haven’t seen the right return on investment from their current video content.
The truth is law firm video marketing starts with hiring a company that not only knows how to produce a great video, but also understands how to create a video that converts. That’s where Whitehardt, a full-service marketing agency for attorneys, comes in. Our video experts are here to help you understand the do’s and don’ts of video marketing and why you should consider making it a part of your overall marketing strategy.
Does Video Marketing Work?
In the information age, consumers are constantly subjected to content, which can easily lead to information overload. For this reason, the majority of people are drawn to concise, engaging, and highly visual content.
They’re also watching videos for tutorials, testimonials, interviews, and more. In fact, 64 percent of consumers make a purchase after watching branded social videos, and 51 percent of marketing professionals worldwide cite video as the type of content with the best ROI.
The fact is video marketing works for many businesses, and law firms are no different. However, all video content is not made equal.
4 Video Do’s and Don’ts
If you’re not seeing results from your video content, it’s not because video marketing doesn’t work. It’s likely because your video was not created to convert.
With this in mind, we’ve put together a few do’s and don’ts when it comes to legal video marketing. Our goal? To help you better understand the difference between an average video and a high-performing video that drives results for your practice.
DO Focus on Quality.
True for many things, quality > quantity is the mentality you should have when it comes to your video strategy. More video content doesn’t always translate to more cases if your videos aren’t high-quality and engaging.
Potential clients don’t want to watch low-quality videos. More importantly, even if they do take the time to watch a poorly made video, they will likely not be convinced to call your law firm, despite how great your firm is.
If your goal is to attract high-value cases, you need a high-value video that positions your law firm as the top choice.
DO Be Brief. Be Valuable.
In order to capture your audience, it’s important to be brief and deliver a message that provides value. If someone is calling a personal injury attorney, it’s likely one of the worst days of their lives because they’ve either been hurt in an accident or lost a loved one.
Your job is to help make their lives better. This should be the sole focus of your video content. Some lawyer videos are dry and full of complicated legal jargon. These videos won’t resonate with potential clients because they only care about how YOU are going to make their lives better if they decide to hire you.
Tailor the message of your video around this notion and your viewers will be more likely to call your law firm if and when they need help.
DON’T Create the Same Content as Your Competitors.
The digital landscape is filled with attorneys who all have the same goal: attracting new clients. If you don’t find a way to differentiate yourself, potential clients will not be persuaded to call you. Video marketing is a great way to stand out as long as you DON’T create the same content as every other attorney out there.
Think of your video content as a reflection of you and your law firm. What makes you different? Why should people call you? If your video doesn’t showcase the answers to these questions in a fresh and visually appealing way, you run the risk of blending in instead of standing out from your competitors.
DON’T Forget That You’re Marketing to Humans.
Successful marketing finds ways to relate and connect with the audience it’s trying to reach. The best way to do this is through storytelling. Spouting out facts and your law firm’s phone number won’t inspire people. Instead, encourage potential clients to call your law firm with thoughtful storytelling that speaks to the human emotions. After all, you are marketing to humans.
Video marketing is a great way to do this, whether you’re showcasing your dedication to helping your clients through a brand video or telling the stories of past clients through actual client testimonials.
Here is a great example of a law firm brand video that utilizes storytelling to connect with viewers:
Case in point, telling stories through quality video will help potential clients put their trust in your firm, ultimately leading to more and better cases.
Convert Viewers Into Cases With Quality Video
Following these tips and investing in video marketing will help drive results to your digital marketing campaigns. When done correctly, it is a proven strategy that will help your law firm stand out among the sea of other attorneys by creating an undeniable human connection with potential clients.
Whitehardt’s team of production experts and marketing strategists can help your law firm create custom video content that not only looks and sounds great, but actually reaches your audience and converts viewers into cases. A versatile investment, we can develop video content that you can use on your website, your social media platforms, YouTube, and more.