5 Ways To Use Video To Grow Your Law Firm
Video is one of the best marketing strategies to use to grow your law firm because one new video per week on a topic helps build trust, authority, and expert status in your practice area.
You likely have been told that videos can improve your Internet marketing results, but how?
Keep reading as I outline five ways to use video to grow your law firm so that you can attract more clients, generate more referrals, and grow your law firm.
Why Use Video to Grow Your Law Firm?
In order to be found on the Web, you need to put information there that your prospective clients will find. That information has to be educational, informative, relevant, and useful, and it needs to be distinctive and representative about your firm.
Video marketing gives you an opportunity to create content that can make more of your ideal prospective clients know, like, and trust you so that they are more likely to try, buy, and refer more of your services over time.
Key #1: Answer General Questions
According to YouTube.com, 300 hours of video are uploaded to YouTube every minute, YouTube has more than 1 billion users, and YouTube is the second-largest search engine in the world. You can use video to answer general questions, upload them to YouTube, and use an annotation to link back directly to your website.
There are many different ways to use video to grow your law firm including Periscope which is a live video streaming app. Periscope reached one million users in its first 10 days; lawyers can use this live-streaming app to answer general questions and communicate live with the viewers in real-time. The replays are available for 24 hours after the live event. This is a great way to attract new clients and use video to grow your law firm by providing information content that is relevant, timely, and positions the attorney as an expert in their practice area.
Quick tip: Answer common questions from AskALawyer.com. All of the questions from this site come from real people and many of the questions could be like those from your prospective clients. Be sure to pick the general topics. Example Strategy: “5 Things You Need to Know Before Hiring a ____ Lawyer”
Key #2: Add a Welcome Video to Your Website
This is a great opportunity to connect with visitors to your website and introduce members of your law firm. You may also want to include a brief 30-second review from a client as well. Endorsements from “real people” now carry more weight than traditional marketing messages. Video is a form of communication, builds trust, and can be used to build authority online when used strategically.
Key #3: Use Webinars to Attract Clients
We believe that incorporating webinars into your legal marketing activities creates unique, relevant content that can quickly gain popularity in the Internet community. Educational webinars can help your firm build authority online and are a great way to use video to market your business.
Firms can upload a copy of the webinar to YouTube, create a landing page, and offer the webinar as a replay and export the presentation into a PDF and upload it to SlideShare and include the YouTube video.
Key #4: Create an Educational Library on Your Website Implement Video Marketing
We recommend publishing one new video per week on a topic that helps build trust, authority, and expert status in your practice area. Search online for topics and keywords before creating videos. Keep video topics from one to three minutes.
Before recording videos, create a strategy so that you can record multiple videos during one session. If possible, record 10-20 videos and have your editor add an intro, title, and outro. Then your marketing team can distribute one video per week on your website.
Key #5: Add Videos to Your Social Media
Video is one of the best marketing strategies to use to grow your law firm because one new video per week on a topic helps build trust, authority, and expert status in your practice area. Search online for topics and keywords before creating videos and create videos that are one to three minutes long.
Unlike content, videos are not viewed as duplicate content, so one video can be distributed dozens of ways online. One 90-second video can be uploaded to your website, YouTube, Facebook, LinkedIn, and SlideShare. The video links can also be shared on Twitter and you can use Periscope to discuss content from the video.
Conclusion
Don’t limit your use of video marketing to these five strategies. Be sure to announce your new videos in a monthly email and print newsletter and provide links to your educational library and YouTube channel. As with all marketing, be sure to measure results. Create a call to action, use a trackable number, track engagement, and of course track the overall result for each campaign.
Before you build your video marketing strategy, we do recommend that you consult your state bar rules. Simply visit your state bar website and download the rules so that you have a reference point. If you are working with a marketing agency, make sure that they understand legal marketing. Lawyers can not do everything online that traditional marketers recommend.
Well, there you have it. Five ways to use video to grow your law firm so that you can attract more clients, generate more referrals, and grow your law firm by building authority online.
Montina Portis of Creative Internet Authority, LLC, provides full service marketing services for lawyers and law firms so that they can attract new clients, generate more referrals, and make more money using online and offline legal marketing strategies. With a strong blend of education, technology, and marketing with her 15 years in the business world, Montina is focused on targeted and efficient results. See her website for more information, or email her at montinap@creativeinternetauthority.com.
