How many clients called today? Other law firms are getting more calls, and it’s not because they’re better than you. They’re doing something different. Video marketing! Today, videos have evolved to become one of the most effective marketing tools.
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In this article, we’re going to talk about why law firms are investing in video marketing and the right approach to use. Apart from being effective in communicating and connecting with clients, videos offer a great platform to showcase your expertise and build trust.
The Benefits
Visual content has recently become the main area of focus when it comes to digital marketing, For law firms, that rely on client engagement to do business, video marketing offers numerous opportunities to do so. Online video marketing offers a few benefits:
Improves SEO Rankings
Having unique, well-edited and SEO-optimized video content on your website can massively boost your search engine rankings. Today, video is regarded as high-quality content, meaning that law firms that post rich video content are more likely to rank better.
Delivers Greater Impact
Creating a memorable connection that sticks helps increase the chances that your law firm will be the first in the mind when someone needs help with legal issues. Information based on actual experiences from an attorney serving Amarillo indicate that over 80% of users are positively impacted by videos in one way or another.
Strengthens Client Engagement
Videos are naturally more engaging and offer content in a more interesting and digestible format than text alone. Visitors also like sharing videos they enjoy, helping boost your overall online reach. By producing informative videos regularly, visitors will be looking to your website as a resource for legal advice or information.
Offers Better Website Conversion
Simply embedding a brand or testimonials video on your landing page helps increase conversion rates by almost 80%. Whether you want visitors to get in touch with your legal team, sign up to your email list or click through more videos, a short and well-produced video can drive more conversions to your website.
What Types of Videos Can Law Firms Create?
Law firms have different types of videos they can use to successfully promote their brand, attract the right clients and increase engagement:
- Brand videos – Introduce your law firm in an interactive and personal way.
- Client testimonials/case studies – Showcase your success.
- Educational videos – Demonstrate your expertise and knowledge to your audience.
A combination of these videos helps a law firm increase its credibility among clients and other legal experts as well as build trust. It’s important that videos created target topics that potential clients are interested in or searching for.
The Right Approach to Video Marketing for Law Firms
According to a Huffington Post article, 74% of internet traffic will be video by the end of 2017. What does this mean? Video is a great marketing tool today, but the right approach is critical to achieving the desired marketing results.
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Here are some tips to consider:
- Research your target audience and create content that will be most helpful to them.
- Optimize your content for search engines.
- Align your video content to your brand message and overall goals.
- Create realistic and simple videos that potential clients can relate to.
- Keep your videos short and interesting. You don’t want to bore the viewers.
- Share your videos widely through different channels including social media.
- Focus on quality instead of quantity. A high-quality video experience can be the difference between gaining or losing a client.
To ensure that your video marketing strategy is working, you need to look at the key performance indicators like plays, impressions and finishes. This gives you a rough idea of how popular your content is and the level of engagement you’re achieving with visitors.
Hopefully, this article will provide you with some useful, practical guidelines on the impact of videos as a legal marketing tool and the right approach to video marketing.