Adding Video to Your Law Firm Marketing Plan
High-quality content is one of the most important elements of any successful web marketing program. It is one of the things that attracts prospective clients to your site and demonstrates your ability to handle their legal matters. While most content marketing has focused on static text, there has been an increase in the use of video content on websites and in web marketing. Today nearly 80% of people watch online videos every week and just over 55% of people watch videos every day. Social media is a great destination for video as well. Approximately 100 million hours of video is consumed on Facebook every day and social media generates 1200% more shares than text and image content combined. Video is more evocative than any other medium – 20% of people remember what they hear, 30% of people remember what they see and 70% of people remember what they hear and see. Our brains are wired to process moving images and video is ideal to catch a viewer’s attention and convey your information. These statistics just cannot be ignored.
Many firms limit their use of video because they don’t understand its value or how to effectively leverage video to appeal to their target demographic. Many others think that video is useful, but don’t make it an important component of their web content. Understanding why video is important to the success of your internet marketing program and the types of video content you can create will help you understand the role it plays in driving prospective clients to your website and converting them to actual clients.
Reasons to Include Video
Video can be highly beneficial for your website as well as for your web marketing efforts. Not only does it mean faster content consumption, but video can be more dynamic on a webpage, and will provide more opportunities for distribution compared to static text. That can increase engagement with clients, resulting in an increase in client development, as well as help achieve your website goals and metrics.
Benefits of adding video to your website:
- Video is faster for consumption. Today’s society emphasizes speed and ease of use. The average person browsing online want to get information quickly, easily and accurately. Social media platforms like Facebook, Twitter, and Instagram emphasize small amounts of text and the use of images and video to convey messages. That means people aren’t going to spend a lot of time reading the text on your site. But a video gives them the information they need more quickly, and then they can decide how else to engage with your site and your firm.
- Video is more dynamic. There’s only so much you can do with text and images on a page. Video can be more dynamic and engaging, combining audio, video, and text to create a unique experience for your website visitors. Creating a more engaging experience for your clients gives you the chance to show what your firm has to offer and how you can provide them with quality representation. That message is delivered more effectively through video as opposed to static text. Clients may be more likely to watch an entire video, where they are more likely to stop reading halfway through the text that conveys the same information.
- Video has greater distribution possibilities. Video also has the greater opportunity for distribution. When you create text content, you have to create different kinds of content for different platforms (blog, email, social media, etc.). But because all of these platforms can use video, and people consume video essentially the same way on each platform, you don’t have to create different videos for each distribution platform. Instead, you can create a video based on the message you want to deliver and then share that message to video hosting sites, platforms and social media.
- Video incorporates Search Engine Optimization (SEO). SEO is the process used to help your site rank well on search engines. Sites that use certain words and phrases in their content show up in search results, and video can be used to boost SEO, as well. Since users like video, they may be more likely to click on your video rather than a link to static text on your site. Not only will your videos show up in search results, but watching videos may keep consumers on your site longer than scanning static text, which increases the chances that visitors will take the next step and contact your firm.
Types of video for your website and web marketing
Just as there are different types of text content, there are different types of video content you can use on your website and in web marketing. They have different purposes, so you should choose your type of video carefully. Here are a few types of videos you should consider:
- Explanations of Information. One of the most common types of video content is to explain information. For law firms, this can be an explanation of a specific legal issue commonly faced by prospective clients. These videos are a good way to add value for your clients by addressing topics related to your areas of practice. For example, if you are a criminal law attorney, you could share with prospective clients what they should do or say after getting pulled over for a DUI. We often refer to these videos as Frequently Asked Questions or FAQ’s.
- Attorney Interviews. Interviews or attorney biographical videos are a great way to share your understanding of the law and how you apply that understanding to achieve superior outcomes for your clients. These types of videos can be used to convey your subject matter expertise and can highlight how you establish and develop relationships with clients. It is far better for a potential client to see & hear you share information about your practice, as opposed to reading a page full of biographical information.
- Firm Introductory or Branding. Video is an effective way to show prospective clients how your firm operates and why they should choose your firm. A well-crafted firm introductory video gives potential clients first-hand knowledge of what your firm has to offer. If they don’t have the opportunity to meet with you in person, a branding video can paint a picture of what type of firm you are and how you win for your clients. This video is your opportunity to share your firm’s value proposition.
- Client Testimonials. Client testimonials are an important component of any marketing program. Your clients speaking positively about their experience with you and your firm is an extremely valuable tool and can make the difference between engaging with a new client and being passed over for the next firm on the list. Video is the most effective medium for client testimonials. Seeing real people share their positive experience is far more powerful than a written testimonial. Video testimonials drive 4 times more engagement than written testimonials.
- Paid Advertising Videos. Using short 30 second to 1 minute videos in your paid advertising campaigns can significantly improve your conversion rates. A recent study showed that people remember 20% of what they hear, 30% of what they see and 70% of what they see and hear.
Whether you are looking for a new way to engage with your clients or you want to get ahead of the competition, video content on your website and in web marketing is a valuable tool for communicating information. When you engage your clients with dynamic video, especially when you use SEO-driven content to draw them in, you will be able to connect more effectively and achieve your firm’s goals.