Are you a lawyer or a law firm that needs to upgrade its existing marketing strategy but don’t know how? Have you been meaning to explore new styles of content but are unsure which one will generate most results? Video marketing has taken over the marketing landscape by a storm. If you are having difficulty reaching out to a broader audience, video marketing should be on top of your marketing strategy list. Read on to know how video marketing can help your law firm stand out, generate more traffic, and convert more leads.
Before you even dive into video marketing and start brainstorming ideas, you need to get rid of the misconception that making videos is an expensive procedure. With tons of resources available online today, you can create and edit most of your videos with your existing tools and for very little or even zero additional cost. A quick online search will bring hundreds of free ad makers, editing tools, presentation templates, etc. at your disposal.
You just need to understand what tools to use and how to make the most out of them, and this step-by-step guide will show you exactly that.
Video Marketing Guide For Lawyers
1. Identify your target audience
Each lawyer or law firm will always have a target market in mind. Different types of lawyers handle entirely different kinds of cases, and their marketing strategies will differ accordingly. The kind of story you narrate through your videos will vary depending on your target audience. Identify your target market in advance so you can plan out the remaining steps of your video marketing strategy accordingly.
2. Keywords are key
Once you have narrowed down on your target market, you need to understand what it is that they look up online when it comes to lawyers. Your existing marketing strategy probably already contains a list of keywords for your website and written content, and you can use the same research steps on YouTube as well. All you have to do is enter keywords related to your specific practice and your target audience on YouTube and identify the top searched content.
You can also use websites and tools that give you a list of related keywords for every search term that you input. That’s not all, there are also tools and browser plug-ins that help you optimize your YouTube videos with the right tags and keywords.
3. Plan your content in advance
Even if you want your videos to sound natural and conversational, you need to create a script for your video. Outline all the essential points you want to cover in a video and arrange the points in a way that they tell a story that naturally flows from start to finish. Just because you have a script does not mean your video will not sound authentic, it will only help you organize your thoughts better and get your points across clearly and concisely. Start the video with a brief introduction of yourself or your law firm and give an overview of the content of the video. Avoid overwhelming your audience by including too many legal jargons in the video, keep the language and tonality approachable and straightforward.
4. Add a Call to Action at the end
You must have seen YouTubers end their videos with messages that ask their viewers to “Like, Comment, Share, and Subscribe!” and even though these are straightforward words, they prompt the viewers to take some action. Similarly, your videos too should have a simple CTA that the viewers can efficiently act on. Some examples that your law firm can use at the end of your videos are –
- Text on XXXXXXX a book a free consultation
- Call now and speak to a representative
- For more information, visit the link in the description box
Your CTAs should fit at the end of the video organically and should not sound like a forced pitch. Keep the language very simple and do not add a detailed and complex step-by-step CTA. Nobody wants to follow a lengthy procedure after already spending time on getting information from your video.
5. Do not compromise on quality
This goes without saying but uses every resource available to you to make high-quality and professional-looking videos. Video making is an art, and the best quality audio and visuals will ensure that only the best final edit makes it to your audience. If you can afford it, invest in a good videographer and editor as they will be able to shoot and edit videos that look clean and professional.
If those expenses are not feasible on your current budget, use an online video editor that can guide you in the video editing process from start to finish. Depending on the content and presentation style of your video, you might have to use multiple such online tools for one video. If you have data or statistics in your video, ditch the old-school presentation templates and look for slideshow makers online that can create visually stunning and interactive presentation slides for you. You can also use this tool to create slideshows of multiple pictures for your video.
The thought of planning, creating, and editing video content for your marketing strategy can seem overwhelming and time-consuming at first. It is alright to take it slow at first and create only two or three short videos per month at first and prioritize quality over quantity. Always gauge audience feedback and understand their likes and dislikes. You can also use your other social media platforms to poll your followers to understand what kind of content and information they would like to see via videos. With so many law firms around the country today, the competition is fierce. Lawyers are often seen as intimidating and unapproachable, and by putting out simple, heartfelt videos, you can set yourself apart by showing your audience that you are approachable and building their trust in you and your brand.