Video marketing for law firms | Increase brand awareness & leads

Video marketing has turn out to be a vital approach for many law firms to speak with their viewers throughout the COVID-19 pandemic, whereas many of the conventional marketing strategies have merely not been doable. In-person occasions and even face-to-face conferences have been minimal or non-existent. Video affords a approach for authorized companies to keep up key relationships, talk extra successfully and preserve no less than some extent of face-to-face conferences. To assist your law agency to be perceived as an anticipate inside your specific area, video marketing is now a necessity.

Video marketing choices for law firms

There are a variety of completely different video ways that law firms can utilise. It’s important to decide on essentially the most appropriate kind of video for the subject material and your viewers. For instance:

1. Webinars is likely to be nicely suited to video calling platforms like Zoom, but when two-way communication is not wanted i.e. a chat perform, then they might simply be livestreamed on YouTube or one other video channel to doubtlessly attain a bigger viewers. 
2. Round desk discussions very a lot do want two-way communication, so Zoom could possibly be an incredible alternative for one of these content material.
3. Explainer video content material or COVID-19 associated replace movies can successfully talk to your viewers utilizing a broadcast video channel, like YouTube or LinkedIn and be embedded in your web site to assist get essential info throughout in a personable {and professional} method.

Since the primary lockdown, when most individuals have been working from residence, together with solicitors and different authorized groups, decrease manufacturing values for video have turn out to be extra acceptable – if you happen to’re internet hosting a Zoom webinar from your property workplace then nobody expects an expert studio. However, it is essential that the video content material nonetheless must look good – it is nonetheless a mirrored image in your law agency. You ought to attempt to:

1. Include branding – whether or not within the background of the video or on the display screen when sharing displays and so forth.
2. Keep video types and look constant – folks ought to have the ability to immediately see the brand concerned and protecting issues the identical every time will assist this
3. Encourage suggestions and engagement from viewers – whether or not within the type of chat or questions throughout a reside occasion, or to remark with questions and suggestions afterwards
4. Find a stability between manufacturing values and the advantages of immediacy – getting the content material on the market as rapidly as doable is likely to be extra essential than the best way it seems to be, inside purpose

If you are working reside video occasions, it is vital to advertise them nicely upfront so as to get the best folks to attend. This will rely in your viewers considerably, and the channels by way of which they’re greatest reached, however may embody:

1. Email marketing
2. Social media (together with paid if you wish to attain new individuals who do not already observe your agency on social channels)
3. LinkedIn, in case your content material is geared toward enterprise professionals

Once the occasion has handed, you may proceed to learn from the content material as a enterprise by enhancing and re-sharing it in your digital channels. This helps make sure you get most worth out of your funding within the content material initially. Try posting it on:

1. Facebook
2. LinkedIn
3. Twitter
4. YouTube
5. Vimeo
6. Dailymotion

Embed the video content material by yourself web site, and be sure that all accessibility options are included as a way to be inclusive of those that may battle with normal video content material e.g. captions for audio, transcript of whole video on the webpage and so forth. 

Video SEO for solicitors is essential. This contains all the things from the filename of the video itself (ensure it describes the content material reasonably than merely being a random quantity or title auto-generated by your digital camera or laptop) to together with related key phrases with with present search quantity within the web page title, description and web page content material when embedding in your website. Each platform that the video is posted on e.g. YouTube & Vimeo, additionally wants a novel optimised description and a hyperlink to the related web page in your web site.

Once your video content material is reside, you may generate your personal engagement to start out the ball rolling by encouraging to share the content material and touch upon it. Positive indicators like this may assist your content material obtain a better natural attain than it in any other case would and social media algorithms at all times prioritise content material with greater engagement.

Email all individuals within the authentic reside occasion to thank them for their involvement and provides them the hyperlink to the post-event model to refer again to or share with their very own networks. Giving people who contributed to the occasion a shout out on social media may also assist the content material be seen by extra folks, in addition to getting throughout your because of these concerned. 

Record your progress with video marketing by measuring helpful metrics. If you do that throughout a number of various kinds of video content material, you will get priceless perception into what works greatest for your viewers, to assist form future technique and the legal marketing services you set most useful resource into. Things you may wish to measure may embody:

1. Attendance for reside occasions
2. Engagements throughout reside occasion
3. How many individuals have watched post-event content material, engaged with it, visited your website because of this or talked about it on social media

Why ought to law firms spend money on video marketing?

For skilled industries such because the authorized sector, video marketing for solicitors is nice to convey messages to the law agency’s viewers in a approach higher than no different type of marketing. Video marketing for law firms permit them to speak belief, providers and professionalism by way of a video in an interesting approach. In a video you may summarise you are whole service and stroll by way of potential shoppers what they should know concerning the authorized service they’re trying for with out having to learn by way of lots of of phrases of textual content to search out a few solutions. Video marketing additionally places an expert face to authorized firms, making the agency extra approachable.

Statistics about law agency video marketing

1. Posting video to social media can generate 1200% extra shares than sharing textual content and pictures mixed.
2. By utilizing video your authorized agency can improve internet site visitors from engines like google by 41% over companies that don’t use video.
3. On the down aspect 62% of customers are more likely to construct a adverse notion of a agency that publishes poor high quality movies.
4. Using movies in your touchdown pages can improve conversion price by a whopping 80% and movies in your homepage can improve conversions by 20%.
5. Legal firms utilizing video can develop firm income 49% faster year-on-year over companies with out movies.
6. Using native video uploads on Facebook for your authorized agency’s movies, over merely sharing YouTube hyperlinks can improve your video’s attain by tenfold.
7. 70% of content material entrepreneurs declare that video content material produces extra conversions than every other type of content material.
8. Using video can improve your authorized agency’s natural search site visitors by 157%, with 62% of all Google searches together with movies.
9. The common conversion price for a web site utilizing video content material is 4.8% in comparison with a conversion price of two.9% for non-video utilizing web sites.
10. YouTube as a social platform is 11.3 occasions greater than Facebook by way of consumer time spent on the net and in-app.
11. In the millennial age bracket 74% discover movies useful when making a choice a few service and 60% want to observe a video over studying content material.
12. In an analogous vein, 4 occasions as many individuals, of any age, would favor to observe a video a few service or product reasonably than examine it.

An Example of Effective Law Firm Video Marketing

One of our profitable shoppers, the Dental Law Partnership, have a nicely performing piece of video content material marketing on their authorized agency web site. You can test it out beneath and this video principally summarises what the content material on the web site says, however within the type of video. This video has nice engagement and we’ve got analysed the info to point out that this video marketing piece has elevated the leads that the law agency have generated. 

Get knowledgeable assist with video marketing for law firms

If you are trying for assist with video marketing for your law agency, Hitsearch may help. We’re legal digital marketing consultants, with 15 years of expertise on this sector. We supply a free and no-obligation 15-minute session with considered one of our law agency marketing consultants, to assist spotlight alternatives for your enterprise.

Take a have a look at our case research beneath and see our law firm marketing resources to view helpful free whitepapers, templates, information and eBooks that may assist your authorized enterprise market yourselves extra successfully and drive a greater ROI. 

Call us at the moment on 0800 011 9715 for extra details about what our digital marketing agency can do for you.