Video marketing has grown exponentially in recent years – and for good reason. Whether you are a charity or e-commerce business, a law firm or a recruitment agency, there is no doubt video marketing can benefit your organisation and help you to reach your goals.
The benefits of video marketing for law firms
Think about it: would you prefer to read a lengthy transcript or watch one engaging video that delivers the same content in an easy-to-digest format? Most would lean towards the latter. And the same applies to most types of content. But the case for video marketing doesn’t start and end there; it can bring endless benefits to your law firm, including:
- Boost SEO (search engine optimisation)
- Expand your reach and increase awareness of your law firm
- Build trust and credibility for your brand
- Create a competitive advantage
- Define your brand voice
- Drive engagement and build more meaningful relationships
Producing your videos
When it comes to video marketing for law firms, two things must always be considered. The first is, unsurprisingly, your audience. For your videos to be successful, you must keep your target audience at the forefront of your mind; think about the type of content they want to see and where they are likely to view it, for example, YouTube, Instagram, Facebook, etc.
Equally as important is the purpose of your video. To really drive results, you need to have a clear idea of what you want to accomplish through your video. An obvious example would be to generate new leads for your law firm or to raise awareness of your services. No matter your goal, you must ensure that your content is focused on helping you achieve it, otherwise, you are unlikely to achieve the results you desire.
Along with the above, there are also several additional considerations that can help to improve the effectiveness of video marketing for your law firm. These include:
- Picture quality: we are living in the digital age. 360p videos are not an option – they will do more harm than good. By no means are we suggesting that you should pay an extortionate amount for an all-singing, all-dancing camera. For the most part, there is no need. The majority of smartphones are capable of shooting in 4k, meaning you can get HD shots without the cost. Of course, if you are serious about video marketing, you may want to invest in more professional equipment further down the line, but for now, you should have what you need to get started.
- Audio quality: whilst many smartphone cameras are capable of recording in ultra HD, it’s not uncommon for the audio quality to be less than perfect. Whilst where you shoot your videos will also have an impact on the quality of your audio, ultimately, the equipment you use will play the biggest role. With this in mind, you may want to consider purchasing additional equipment, such as a lapel mic, to help minimise background noise, reduce reverb and add clarity to your dialogue.
- Background: another key consideration is the location of your videos. Different videos will require different settings, for example, if you are filming an explainer video that is likely to include lots of text and image overlays, you will want to keep your background simple and uncluttered. Additionally, you will also need to factor in things like the lighting conditions and acoustics of your chosen location and also the overall appearance. If you are trying to convey a professional image, your background should reflect this.
- Post-production: including things such as captions, diagrams, imagery and additional text in your videos can not only help to make your videos more engaging and memorable but will also make them more accessible.
5 video ideas for your law firm
There are endless content possibilities when it comes to video marketing for law firms. As we mentioned earlier, it all comes down to what your audience wants to see and what you want to achieve. With that being said, here are a few ideas to help spark some inspiration and put your law firm on the road to the red carpet.
Hosting question and answer sessions is a great way to build deeper connections with your audience and show a more human side to your law firm. And guess what: emotion sells. The more open and relatable you can be, the more likely you are to form relationships that lead to sales.
A fantastic example of a lawyer who is excelling with this type of content is Kim Beumer (@attorneykimbeumer). Kim primarily uses TikTok to connect with her audience, which in itself is rare within the professional services market. Making Kim’s content even more unique and memorable is the playful tone adopted that so greatly contrasts the standard set for the legal industry. As seen in the preview grid below, most of Kim’s videos include Q&As – and the views speak for themselves.
Whether you choose to host quick-fire interviews or opt for full-length podcast-style discussions, engaging with other thought leaders within the legal industry is a fantastic way to build credibility for your law firm and get your company noticed in the crowded market.
Buyers – especially within the B2B and professional services space – like to make informed decisions, and it’s your job to ensure they have enough information to feel comfortable enough to want to do business with your law firm. For this very reason, explainer videos are the most common type of video created by professionals – and they aren’t just great for your audience. Check out our blog post on explainer videos here to discover exactly why they are so popular.
Almost every law firm will argue as to why they are the best, but only the best of the best will have testimonials from their clients to support their statements. As a lawyer, you will understand the importance of providing evidence to substantiate your claims, and that is exactly what client testimonials do. Your prospective clients want to hear from people they can trust and relate to, the people who have firsthand experience of working with you in the same way that they will. For this reason, it comes as no surprise that client testimonials are a fantastic way to build trust, create credibility and drive conversions.
Thought leadership videos
If you become too focused on driving sales, your audience will lose interest. You need to offer value, be informative and give them a reason to want to stick around. A great way to do this is by sharing thought leadership clips via social media. Paving the way is Bracewell LLP, who regularly share thought leadership content, such as that shown below, to their LinkedIn profile as part of their Bracewell Minute series.
So, there we have a couple of ideas to help your law firm get started with video marketing. If you are looking for a helping hand with any aspect of content marketing for your law firm, be sure to get in touch to organise your free consultation with one of our marketing experts.