The Power of Video Marketing for Lawyers

In a nutshell, “video marketing” is engaging, information-rich videos to inform and educate prospective clients to build authority in a subject area to get more case matters.  It’s a way to communicate with your audience, show off your personality, and demonstrate your expertise.

Now, you might be thinking, “OK, cool. But why does this matter to me?  I get clients through word of mouth.” 

In today’s business environment, with such an importance placed on the digital landscape, video marketing for law firms isn’t just a nice-to-have, it’s a must. People are consuming more online content than ever, and videos are at the heart of it.  In fact, 91% of buyers want to see more online video content from firms. 

This brings us to an important question: “Why is video marketing for law firms so critical to success?” 

It’s simple. It’s all about visibility, credibility, and establishing that much-needed connection with potential clients. But don’t just take our word for it – below are all the details about legal video marketing that you need to know.

Video Marketing For Lawyers: Why Is It Important?

First up on the docket is trust and credibility. Now, you might be thinking, “Surely, a fancy office and a wall filled with degrees is enough?” 

Well, that’s only part of the story. 

Today’s clients are looking for more. They want to feel a connection, understand your expertise, and trust you with their case before they’ve even stepped foot into your office.

With video marketing for lawyers, you’re not just a faceless entity. You’re a real person who can provide real solutions. By sharing your knowledge, offering advice, or even giving a tour of your law firm, you create an authentic connection with potential clients. 

Besides creating trust and connection, video marketing for lawyers is a great way to increase visibility when people go searching for solutions to their problems.  And by increasing your visibility online, you’re expanding your potential client base, putting your name out there in a big way. 

Bottom line? 

Video marketing for lawyers isn’t just the future, it’s the now. So grab your camera, start shooting, and watch as your digital footprint expands, your credibility skyrockets, and those new client inquiries start rolling in. 

Now that you know why you should care about legal video marketing, let’s talk about the steps you must take to implement it. 

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Legal Video Marketing: Understanding Issues Your Clients Are Searching For

Understanding your target audience’s issues is not just useful, it’s essential. In the legal sector, your target audience might include small businesses, families, individuals, or other legal professionals, just to name a few.

When it comes to your target audience, it’s important to think in terms of the types of problems that they have that you can help them with.

• What kinds of problems might they have that you can advise them?
• What are their challenges when faced with these problems?
• What is your expertise that can help them?
• What are simple steps that they can take before they talk with you?

By understanding these, you’re not just guessing what your audience might like – you’re creating video content you know they’ll love!

Elements of an Effective Legal Video Marketing Strategy

Now that you have a complete understanding of your audience, let’s talk about strategy! Here are some surefire ways to make your legal video marketing stand out:

• Provide Advice as an Expert: Subject matter expert videos that showcase your knowledge and expertise in a specific legal field not only establish your credibility but also help potential clients understand how you can help them.

• Telling a Relatable Client Story: Whether it’s about how you helped a small business navigate tricky legal waters or how you ensured justice was served, crafting compelling narratives around legal issues can pull at your audience’s heartstrings and stick in their minds. It’s a great chance to highlight those in your legal video marketing campaign!

• FAQ Videos: Your audience always has questions! Addressing common legal questions in a video can be a powerful way to engage potential clients. You’re not just solving their problems – you’re showing them you care.

• Testimonials: There’s power in a good story, especially when it’s told by a happy client. Client testimonials are a fantastic way to build trust, showing potential clients that you’re not just talking – you deliver.

• Practice Area Marketing Videos – Showcase the head partners and leading associates in a practice area talking about some of the types of cases/matters they have worked with in the past and your philosophy for client engagement.

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I know you are now excited to share your knowledge and connect with your audience like never before. But you still might be asking yourself: What is the best strategy to get the most ROI out of video?

Execute a Video 1st Strategy™ for a High ROI on Your Legal Marketing Videos

Executing a Video 1st Strategy™ is a great way to supercharge your law firm’s content creation. We know that the struggle is real when it comes to whipping up ongoing, budget-friendly content that ticks all your marketing boxes. You’re not alone.

What if you could automate a lot of parts of your content marketing process? Yes, you read it right.  A Video 1st Strategy™ allows you to automate your content creation process and achieve a great ROI.

Picture this: You’ve put video marketing for lawyers in the driver‘s seat. You have a great video that perfectly ties in with your firm goals. Now, the genius part – you don’t stop there. 

You take that single video and get yourself fresh, new content for your blog, email, newsletters, social media posts, and even possible press releases. 

Think about, just one video deriving a full course of content. Isn’t that ROI magic?

But that’s not all. A Video 1st Strategy™ is a great way to build your reputation as a thought leader, launching a new service, targeting a new sector, or revealing a new use case you’ve cracked. Plus, it’s a powerful tool to showcase your firm’s diversity, equity, inclusion, or ESG initiatives. 

Measuring the Success of a Video Marketing Campaign

Lights, camera, action… but wait, how do we know if your legal video marketing campaign is really working? 

By looking at key metrics, that’s how. Here are your guiding stars to evaluate video performance:

• View count
• Watch time – total minutes 
• Watch time – as a percentage of total minutes
• Engagement rate
• Conversion rate

You’ll also need tools to track and analyze these metrics. Google Analytics, YouTube Analytics, Facebook Insights – these are just a few options. These tools provide valuable insights into how well your videos are performing and who’s watching them.

Once you’ve gathered all this data, you need to use it! Always adjust your video marketing strategies based on these metrics. For example:

• Loads of engagement with FAQ videos? Make more of them.
• Lower view counts on LinkedIn? Maybe it’s time to try YouTube.

Conclusion

Video marketing for lawyers isn’t just a trend – it’s a powerful tool to connect with clients, showcase your expertise, and increase your online visibility. In this digital age, it’s no longer an option; it’s a necessity.

If you’re still not taking advantage of video marketing, you’re living under a rock. And not to mention, giving your competitors a tremendous advantage over you. 

The future of legal video marketing is bright, and it’s waiting for you. 

If you’re not sure how you can get started, or which strategy will work out best with your target audience, we are here to help. Get in touch with us today, so you can start reaching and connecting with millions of potential customers. 

As we wrap up, remember this: YouTube ad targeting isn’t just a tool; it’s an opportunity to connect with your ideal customer in a world that’s overflowing with content. Use it wisely, use it creatively, and watch your business thrive. If you’re not sure how to get started and want to get expert help, contact us to request a free quote from us.