Video marketing is an excellent way for lawyers to increase brand awareness for themselves and their firm. When executed properly, video marketing for lawyers can increase your leads significantly.
Lawyers are entering the advertising arena relatively late in the game, and a lot of firms tend to gravitate towards traditional marketing media like television. TV advertising is still very effective, but your marketing ROI is increased exponentially when you diversify your video approach.
Video marketing is one of the most effective ways to relate to your clients and community. Though each law firm’s brand and service offering is unique, there are some universal best practices in video marketing for lawyers.
Have a Clear Message
Marketing without a message is ineffective marketing. In an oversaturated market, you have to tell a compelling story to capture your audience’s attention. Identify your firm’s ideal client persona and their unique problem-set to showcase how your firm can solve those problems. Cut the lawyer jargon and the sales tactics—be genuine.
For example, an advertisement for a personal injury attorney could highlight an inspirational story about a client who was able to restore a sense of normalcy after you helped them recover damages in a successful lawsuit. Tell a story that encapsulates the principles for which you and your law firm stand. Authenticity and approachability will resonate with people far more deeply than the old “Have you been in an accident?” line of marketing.
Did you know that YouTube is the second largest search engine in the world? Plus, Facebook, LinkedIn, and Twitter all have platforms that support video and reach millions of people daily. Television marketing is still an effective marketing tool, but why limit yourself to one platform? You can upload your videos to social media in minutes and—with the proper tagging, SEO optimization, and transcriptions—you will be reaping the benefits long after your TV ad is off the air.
Video, like all online media, is crawled by Google and indexed under tools that verify legitimacy and authority. The more content you have tied to your brand and the longer it is in place, the more legitimate your firm appears to Google and potential clients searching for an attorney.
Video is a medium that people relate to and are compelled to share. A multi-media marketing strategy will draw traffic to your content that, in turn, will draw potential clients to you.
Market Lawyers, Not a Law Firm
Remember, clients hire a lawyer, not a law firm. Video marketing for lawyers should reflect the brand of the lawyers being portrayed. Decide who your desired audience is, who you want to represent, and how your skill-set makes you the most qualified attorney to represent them.
Make all your decisions with this persona in mind. Sell yourself as a person first and an attorney second if you want to stand out from the crowd. Stop explaining why your law firm is better than the firm across the street—and start telling your unique value proposition.
Use High-Quality Content
Nothing undoes the professional image of a law firm like cheap video content. You can see the “used-car salesman” type of advertisements for law firms on every local channel in America. As a professional attorney, you need video content that will capture you in the best possible light. Advertising and video production experts with experience in law firm video marketing can help you tailor your content to your message in a way that will resonate with your chosen audience.
Video production is a craft as well as a technical skill and it takes years to perfect. Your time is better spent growing your firm and serving your clients. Hire a marketing team that values quality content, has experience in law firm marketing, and understands ABA compliance to save yourself from any costly missteps.
If you are interested in video marketing for lawyers, contact Kirkpatrick Creative at 501-663-6364 to speak with one of our experienced law firm marketing consultants.