Studies show that video marketing is one of Earth’s most effective marketing tools. Marketing videos are so effective for making sales and driving engagement that many consumer brands focus on video before other marketing methods, and it is the same for law firms. Why?
When people come to you for legal advice, they have a pressing problem that must be solved immediately. They want to feel you are credible and worth trusting with their legal issue, and compelling marketing videos can make prospects feel an immediate connection to you.
In this article, learn how lawyer marketing videos enhance user engagement. If you want assistance with video marketing, Forward Legal Marketing has the experience and website portfolio to help you engage with legal prospects with dynamic legal marketing videos.
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Yes! Almost any business can benefit from creating engaging videos, which is true for law firms. Neil Patel reports that consumers are as much as 85% more likely to hire you for a service after watching a video about it. Also, Wix says that a marketing video can drive 157% more traffic from Google when you use marketing videos on landing pages. More impressive statistics proving that marketing videos drive user engagement:
So, it is evident that legal videos are the way to obtain more legal leads and clients. But producing your legal marketing video is just part of the battle. The video needs to be seen by potential clients online to achieve impressive marketing results. So, you need to be sure you are leveraging the many ways to get that video seen by the public. Below are ways you can use your legal marketing videos to drive engagement.
Your law firm home page provides the initial impression of your organization to legal prospects. By embedding your video on the home page, your visitor will gain critical insights into your law firm and get a connection with you immediately. Text alone cannot obtain that quick connection like a video can!
Also, people process videos thousands of times faster than the written word, so you can get more information to them quickly with videos. As we all know, everyone is impatient and wants instant information online, and an engaging video is the way to deliver it.
When your marketing team embeds legal videos on your website, it is essential to do so on the top of the page – above the fold. This means the video can be viewed without scrolling. This increases the chances the video will be seen and can also increase your SEO rankings; Google prioritizes websites that offer engaging video content. Pairing your marketing video with effective SEO will help you gain more organic traffic.
Everyone has an email signature, but make yours pop by embedding a link to your latest marketing video under every staffer’s name in their signature. Also, add a strong call-to-action, such as ‘view our latest video about this month’s personal injury settlements!’
When the viewer clicks the link, they are redirected to a landing page that you set up with the new video, and there should be more CTAs there. Video may increase emails’ click-through rate by 300% or more, so this is another brilliant way to engage with your audience.
Is your office using YouTube to obtain legal leads? If not, get started because you are missing out on one of the best ways to use video to engage with consumers. YouTube is the #2 search engine on the planet, and almost five billion videos are watched daily. In addition, it is estimated that at least 2.5 billion people use YouTube at least once per month.
So, it makes sense to drive user engagement on YouTube with marketing videos, but how do you do it? You might start with a video series about frequently asked legal questions in your city and specialty. For example, if you are a personal injury lawyer marketing in Atlanta, find out the questions that often come into the office and website. Then, you could do marketing videos on the common causes of Atlanta car accidents, the most common intersections where accidents happen, and how to get more in an Atlanta car accident settlement.
You can engage online prospects with your videos but do not stop there. When prospects and clients are in your office, you can have one of your latest videos running in the lobby. This can make waiting to see the attorney a better experience. The video will allow the prospect to learn about your firm and engage them while they wait.
People have short attention spans online and will skip your content if it does not grab them immediately. They also will pass over content that makes it more difficult to consume it.
Many social media applications will do an autoplay of videos and turn down the audio. When there is no audio, the user will only see what is happening and not hear anything. Increase the chances people will engage with the video by using closed captioning so users get the message even when the sound is muted. It is worth extra effort to caption your legal videos before posting them online.
Now that you know several ways to engage your audience with marketing videos, what are some of the critical aspects of fantastic legal marketing videos? Here are the key points:
Your online audience has a short attention span. How short? One estimate is you have only about eight seconds to make an impression. So, when you shoot and cut your video, get to the point immediately and do not delay!
For example, suppose the purpose of the video is to tell people about your new legal practice area, such as truck accidents. So, your video must state that fact in the first seconds and not stray from the topic.
In almost any marketing campaign, the most successful efforts key on basic human emotions, such as happiness and success. Your videos should connect with the audience quickly by explaining a vital legal issue quickly and effectively.
The best legal marketing videos contain many effective CTAs, such as contacting a personal injury attorney today or downloading a free legal report at the end of the video. In addition, at the end of the video, the user should be told to do something to increase their chances of contacting your office.
We hope to have convinced you by now that you should create marketing videos to market your practice. You should also share and promote those videos in content marketing, social media marketing, and your website design. But what are the best types of videos to drive legal consumer engagement? Here are several ideas to get you going:
What better way to build trust and a connection with your audience than to do client testimonial videos? Prospects are more likely to contact your office if they happy legal clients promoting your services in marketing videos.
You should reach out to past satisfied clients willing to go on the record about their case. The more compelling the information about the legal case, the better. The client should share their background, their legal problem, and how your firm solved it.
Create a marketing video that talks about what your firm does, how long it has been in business, the attorneys who work there, and their legal specialties. This video also can have brief attorney profiles, as well.
Almost everyone visiting your site and watching a marketing video has legal questions. One of the best kinds of videos to shoot is frequently asked questions. Find out the most common legal questions your administrative staff gets on the phone and answer them quickly in an FAQ video.
There are many proven methods for driving user engagement in the legal field. But one of the best is video marketing. It is essential to regularly shoot new marketing videos and post them on your major digital marketing channels to keep up with what other law firms are doing in your city. Yes, you can do your videos and distribute them, but sometimes it is best to rely on marketing professionals to handle these critical tasks. Please contact our law firm pros at Forward Lawyer Marketing for your legal marketing needs, including marketing videos and much more. Just call (888) 590-9687 today for a complimentary marketing consultation.