You’re pushing to build your law firm’s business, and you’ve tried all the tried-and-true methods. You’re networking, you’re encouraging client reviews and referrals, and you’ve tried print ads.
If you’re not paying attention to the latest marketing trends, though, you’re leaving business on the table. One of the most useful ways to spread the word in today’s world is with online video marketing for lawyers.
The challenge, though, is that your video content needs to be top tier. It must be original, interesting, and useful to build your reputation and help you win new clients. If you’re looking for some new ways to get into the video game, try these video marketing ideas:
Video Marketing Ideas for Lawyers
If you want to publish videos that give you the most bang for your buck, try these ideas:
Take Advantage of Facebook Live
Filming your videos in advance and posting them online is great, but it should only be one part of your strategy. When it comes to social media marketing, Facebook Live videos are all the rage. They pop up on the top of your users’ feeds and they even get higher visibility after the live session is over.
Facebook Live videos are quick and easy. You can use them to give a quick shout-out to your followers or talk about what’s ahead for your day. You can use them to make special announcements. Whatever the purpose, a few live videos here and there can go a long way.
Make Some Videos With Social Media in Mind
As beneficial of a platform as YouTube is, it shouldn’t be the only place your videos appear. Some social media platforms have specific restrictions for videos, so you need to create videos with that in mind.
For instance, Instagram limits videos to one minute or less. Make sure some of your videos will fit this requirement.
Use Text, Not Just Audio
Did you know 85% of Facebook videos are watched without sound? You could have fantastic content but a viewer can’t get that content without sound, it’ll go to waste.
With that in mind, craft your videos so viewers can get value from them without sound. You can do this with text-focused videos like whiteboard videos. Another simple option is to include captions in all your videos.
Make Use of Hot Topics
We live in the era of the 24-hour news cycle, and you can use that to your advantage. Any time there’s a hot topic on the news, it’s an opportunity for you. Make a video of “a lawyer’s take” on a certain issue or event.
Depending on your brand, you may want to stay neutral on many topics. You can do that by explaining both sides of the issue, breaking down the main points of discussion.
The largest advantage of making videos about popular topics is that so many people are looking for information about the topic. It’s an easy way to get viewers and to build your reputation.
Film Testimonial Videos, But Tell Clients’ Stories
One of the best motivators to get new clients to pick up the phone is showing off your happy clients. A testimonial video in which your clients talk about their experience is one of the best ways to showcase your skills.
Some firms shy away from filming testimonial videos for lawyers. They worry that they won’t be able to find clients who are willing to help or that the videos will look too “salesy.” To avoid this, ask clients to tell their story rather than asking them to give you a testimonial.
You may be surprised at how many clients are more than happy to tell their story. As long as the feedback is genuine, the videos will feel like a sincere referral rather than a sales pitch.
Make It a Q&A Session
There’s a common trend call “AMA videos.” AMA stands for Ask Me Anything, and the format is simple: viewers submit questions and you answer them.
Some people do AMA videos as on-the-spot sessions in which viewers submit their questions during the live video. The problem with this is that if you don’t get as many questions as you expect, it’s a recipe for an awkward video.
Instead of an on-the-spot option, start publicizing your AMA video a week ahead of time. Ask your followers to submit their legal questions in advance. If people also comment on the video with questions you can feel free to answer them, but at least you’ll know you won’t sit around waiting for a question.
Tell Your Story
One of the greatest benefits of a video is that it shows your personality to future clients. Clients need to feel comfortable with you, and they want to get to know you before they call you.
Simple videos of you talking about your story and how you came to be a lawyer can go a long way. You’re garnering clients’ trust before you even hear their voices.
Make a Case Study Video
Case study videos are powerful tools for lawyers. They serve a few purposes.
First, they offer valuable information for future clients in certain situations. For instance, let’s say you’re a personal injury attorney. You have an interesting case in which someone was injured but there were no witnesses. You find a unique piece of evidence or use a little-known legal maneuver to get them the compensation they deserve.
When you discuss the case in a case study video, you may reach people in similar situations who have lost hope. The case study shows them that they could still win their case and that you’re the person for the job.
That brings us to the second benefit of case studies: they let you show off. Your case study videos should highlight the cases with unique details or cases in which your expertise has defied the odds.
Stepping Up Your Video Marketing
While it can help professionals in any industry, video marketing can be a great way to build your firm. In a business like law, your clients need to be able to trust you and the right videos can go a long way toward building that trust. The video marketing ideas above will get you started on the right track.
For more marketing tips, check out our marketing blog.