Studies show that of all the various platforms used by law firms for marketing purposes, the modality most likely to grow in popularity is video marketing. In fact, one study conducted by Cisco predicts that by 2021, more than 80% of consumer internet traffic will be video. Likewise, it’s important to note that mobile usage continues to surpass desktop usage, particularly with younger generations. That’s significant because video reigns supreme on mobile devices as the medium of choice. As an added bonus, mobile video content is shared by more than 90% of viewers. Also consider that social media platforms tend to prioritize videos over written content.
Suffice it to say, if your law firm isn’t engaging in video marketing, it’s time to get serious about your strategy.
Video Marketing Strategy for Law Firms
One-off videos have value, but they pale in comparison to a strategic video marketing campaign. A strategic video marketing strategy for law firms should include the following elements:
- Define your law firm’s target audience.
- Identify the challenges/problems facing your target audience.
- Educate your prospects on solutions to their challenges.
- Showcase your law firm’s expertise in this area.
For example, if you’re an employment law attorney, your target audience could be individual employees. However, because that includes complaints relating to wage & hour claims, discrimination, wrongful termination, sexual harassment and many other types of employer violations, you should consider narrowing your scope to one specific topic per video.
Identifying the challenges facing this audience will likely include things such as lost wages and benefits, emotional distress and inability to find new employment. By identifying the specific challenges facing your audience, you’re in a position to create a video that showcases your firm’s solution to these challenges.
Steps After Solidifying Strategy
Once you’ve decided on your problem/solution story, you’ll want to spend some time thinking about the best format for your video. Do you want one attorney speaking about the firm? Do you want past clients providing testimonials? Is the material being conveyed complex? If so, would graphics or animation be helpful?
Your final step is to determine how to get your videos in front of your target audience to generate leads and drive your business forward. You can’t simply post videos on your website and assume prospects will see them. Identify the platforms where you will disseminate your content — social media, YouTube, newsletter, etc.
Video marketing is here to stay and firms wanting to remain competitive need to consider this tactic as part of their overall marketing strategy. If you need an added incentive to begin embracing this form of law firm marketing, consider that in addition to generating new business, video marketing also provides an added search engine optimization (SEO) boost to your law firm’s website, which can also lead to new business.
