Five Ways to Market Your Law Practice with Video
Traditional TV audiences are shrinking as more of us choose instead to view videos on mobile devices. We stream video on Netflix and Hulu and rely on sites like YouTube and Daily Motion to watch short clips, too. And, with so many people posting videos on social media, it’s easier than ever for a clip to be shared, reaching audiences they wouldn’t have been able to otherwise.
Video is a top tool for content marketers across all industries, allowing businesses to share their stories. For lawyers, video’s popularity is a prime opportunity for demonstrating your expertise.
Here are a few different ways to think about how your law firm can use video to reach new clients:
1. Testimonials. Testimonials posted on your website can help convince new clients to choose you. Potential clients will relate to everyday people stating their own personal experiences with a firm. For best results, consolidate the majority of these testimonials in a video library or on a section labeled “Testimonials.” Then you can post them, one at a time, across social media for your followers to view and share with their own followers.
2. Informational videos. Law firms charge for expertise and representation. That expertise can be handed out in small doses through short videos on specific legal topics. To improve engagement, consider inviting local residents to send in questions and create videos that answer those questions. If you’re a personal injury lawyer, for instance, you could post a video addressing slip-and-fall injuries in the weeks leading up to the winter season. More than any other type, these videos have the potential for social media sharing. As your videos are retweeted on Twitter or shared on Facebook, your firm’s name, as well as the attorneys speaking, will be shared, as well.
3. Explainer videos. Explainer videos are a fun way to introduce concepts to clients. Animated videos can make even the most dry subject sound interesting and capture the attention of time-challenged consumers. (For some very good examples of creative explainer videos produced at minimal expenses, see “20 Examples of Fabulous Explainer Videos” by Lisa Isbell.) DIY tools like GoAnimate and Powtoon allow inexperienced professionals to create their own videos, but don’t discount the value professional designers bring to the process. Professionals not only handle the creation of the video itself, but they’ll bring their expertise to helping with scripts and deciding the overall theme. Once you have your explainer video in place, post it to your website and share it across social media to get the most for the money you’ve spent.
4. Storytelling. Videos can be used to tell a story about your firm, from sharing your history to telling potential clients about your attorneys. One of your lawyers could share insights from past legal wins or particularly complicated cases. Attorneys could also share stories about why they decided to go into the legal field or cases that have impacted them the most. The goal with marketing through storytelling is to create a personal connection between customers and a product, and for a law firm, humanizing the attorneys who make up the practice can make all the difference.
5. Webinars. A webinar invites people to join you for an informative workshop on a relevant topic. You can use this tool to update a group of people on a new law, for example, or a class action lawsuit. Webinars can also be used to share a new concept with other legal professionals. One of the best things about webinars is that they can be recorded, then shared on social media and posted on your firm’s website. You can even break the video into sections and share individual concepts as short clips.
With the right approach, videos can be a great way to get the word out about the services you offer.
Dan Steiner is an entrepreneur, author and veteran legal marketer with a deep background in the California startup community. Currently, he runs an award-winning web design and Internet marketing company, Avila Web Firm, which specializes in high-end attorney web design and marketing campaigns. He has written for a number of publications, including Entrepreneur, Yahoo, Forbes and Business.com.