If being a lawyer is a disease, then the USA has an epidemic, and it has been going on for years. According to Statista, the total number of lawyers in the US in 2019 is 1.35 million, which didn’t have a significant increase from 1.3 million in 2015.

Still, that’s a staggering number, and it’s about one lawyer representing every 300 Americans. What’s more shocking is that around 70% of the world’s lawyers are in the US. By this, it means that if you’re a new lawyer, you’re naturally under a lot of pressure to market your firm. You wouldn’t want to fall behind your competition, particularly those lawyers that already have long, established names.

If you are in one of these statistics, is there a way to market your expertise that will make you stand out, knowing full well that nobody is invincible and anyone is dispensable because there are far too many choices? Well, one of the options is law firm video marketing. Thankfully, there are so many trends now in the digital marketing industry for you to apply, such that you don’t have to be too overwhelmed with more expensive means.

Video marketing is one of these. It’s relatively easy and it’s quite cheap, too. Especially when you already have a website and social media sites, the addition of videos to market your firm can really put you off to a good start. As per video marketing statistics, 87% of marketers say that video has increased traffic to their website and people tend to spend more time browsing on the website.

Along that line, if you’re not that well versed yet about video marketing, you may also want to get in touch with expert agencies that know the ins and outs of marketing for law firms. In doing so, you have all the assistance you need in setting up great videos for your firm.

That said, below are some tips to make a successful law firm video marketing campaign for your office. 

Create an Educational Video

First and foremost, you need something to drive traffic to your website or your webpage of choice. To achieve this, you should create a video marketing for search engine optimization or SEO purposes using powerful keywords. Visit this page as a guide on how to do it and learn more about law firm video marketing.

The purpose of this video is just to create an awareness of your firm’s existence. Here, you tell a brief explanation of who you are and what type of legal specialization do you offer.  Answer also some of the most common problems of your target market. Give these viewers all the reasons why they should choose you. Viewers can also find useful information from these videos by answering frequently asked questions (FAQs).

Potential clients often type in questions or keywords in search bars. When they’re brought to your video, you should be able to present the common answers through compelling video content. This could lead to them wanting to get to know more about your law firm.

Always Do Keyword Research Before Coming Up With Videos

How do you know what to talk about in your videos? Beyond just giving out answers to some of your viewers’ questions, you’re also going to want to do the right keyword research. These refer to the evergreen words that Internet users generally key in search engines, whenever they search on particular topics.

Keyword research is very important so that you’ll know which keywords to put strategically on your videos or to talk about. The more keywords you have, the higher the chances of your video being viewed. Hence, all the effort that you put into creating your videos isn’t just wasted.

Create a Brand Video

If anything can convince a potential client into hiring your services, it would be because of the influence of this type of video. This is where you introduce what your legal brand is all about and what makes your services stand out from other law firms out there.

Clients seeking legal assistance often feel defeated and broken and needing someone who can empathize with what they are going through. By attacking the video in such a way that it hits right at home, you appeal to them that there’s hope, and you can help them get through their ordeals.

These kinds of videos tend to humanize legal firms that are often perceived as cold, prim and proper, and sometimes ruthless. Viewers may realize that behind those seemingly chilly offices lie real people with warm hearts, contrary to their haughty facade.

Create a Testimonial Video

Everybody loves success stories, no doubt, and these kinds of videos can sit well with clients seeking law firms that can deliver the goods. And what other ways to get that message across than letting your past clients do the talking.

In these videos, satisfied clients often relieve the moments of their dilemma and how they felt hopeless and helpless until the right people came to the rescue. They appeal to people that even at the most challenging times of their lives, there’s hope if only they go to the right place – your law office.

This is probably the most crucial of all types of video marketing for lawyers as this is where potential clients make the most important decision of getting your services, as the evidence doesn’t lie. In fact, according to Bright Local, 91% of consumers would likely use a business with positive reviews, while 82% will be driven away by negative ones.

Distribute Your Videos In Multiple Ways

Now, you’re onto your next, equally important step – where will you upload your videos? After all, the goal is to get as many people to view them as possible.

There are four possible platforms suggested below, and you can use any or all of them.

• Your firm’s website – this might be your first target, after all, as you want to create a strong presence on the internet. It would be good that the three videos discussed above be posted on the home page as they can potentially increase the number of time searchers stay at your website.
• Social media (Facebook, Instagram, Twitter, LinkedIn) – arguably, social media is the most powerful tool in distributing information across the globe. You can create your firm’s social media pages where you can post these videos. If lucky enough to end up producing a very compelling video, you might find them get viral overnight.
• YouTube – this is a no-brainer. But still, put effort into making your videos searchable for everyone to see by using relevant descriptions and hashtags.
• Email – videos are a great addition to your regular newsletters sent through email. More often than not, recipients tend to just randomly scan the email looking for relevant information and ignore the rest. With videos included, they make the email more engaging.

Measure The Results Of Your Videos

Measuring the results of your video campaign to decide whether it was a success or not never hurts. In doing so, you can better grasp whether or not your efforts were effective. Else, you might be better off going for other strategies instead. But how do you do it?

You can start by checking the number of views as this is your gauge if netizens are watching. Low numbers may mean that your video was not engaging enough for everyone, but it doesn’t necessarily mean it’s a failure altogether.

You might also want to ask yourself the following questions:

• Has the number of inquiries increased after launching the videos?
• Has anyone eventually tapped your services? After all, the only views you need are those that matter – those that need legal assistance.

If you are really interested in knowing exactly where your leads are coming, a tool like CRM or Customer Relationship Management can definitely make this easy to accomplish.

Parting Words

You must remember that marketing is not an exact science, so don’t expect a perfect recipe to success. However, following certain tried and tested formulas never hurt anyone. As long as you accept the idea that a favorable outcome is not guaranteed overnight and you are amenable to make some workable adjustments, everything will fall into place. These tips enumerated above are a good place for you to start with. Above all, legal assistance is as much a public service as a business. Therefore, putting a premium on the quality of legal service should be as strong as your desire to create an excellent marketing technique such as video marketing. After all, good marketing can never make up for bad service.