If you’ve ventured into the world of online marketing at all, then you know that video is a must-have in your marketing arsenal. The question is, how do you use it?
After all, law firms are unique. You don’t offer tangible products that can be demonstrated on video nor do you offer digital products that can be drastically discounted if purchased within a short window of time. You’re not like other businesses on the web and as a result, you have a harder time taking advantage of all those nifty online marketing tools.
But contrary to popular opinion, you CAN utilize video in your online marketing and more importantly, you can mold it to fit the marketing goals of your firm. Here are five easy ways to make video marketing work for you.
1. Repurpose Your Blogs
If there was ever an easy way to integrate video into your marketing plan, repurposing your blogs would be it. The content is already written – all you have to do is record it. You can choose to do a personal, face-to-camera type video or you can do a simple slideshow and just read the words as they appear on the screen.
Both are equally effective and both give you great content to show off your firm’s expertise.
2. Answer FAQs
If you have clients, there’s a good chance those clients have questions… so use video to answer them. Pick some of the most frequently asked questions – “What’s the difference between a Will and a Trust?” for example, or “Do I really need an attorney to file a no-fault divorce?” and then provide solid answers to ease their concerns. You can also use an FAQ video to answer more generic or administrative questions, such as “How much will this service cost?” or “What happens during a free consultation?”
As long as the content provides useful information, it’s worthy of a video.
3. Client Testimonials
The next time a client sends kudos your way, ask if they’d be willing to share their sentiments on camera. Nothing beats seeing and hearing other “regular people” with similar problems explain the solution that worked for them.
Think of these videos as mini case studies that show off your stellar services. You can group several short clips together to make an advertorial-style video or if your client is willing to chat, turn that testimonial into a mini-infomercial for your firm. And if your client isn’t keen about being on camera or filming just isn’t plausible, don’t worry… audio works well too and if nothing else, you can simply show off your testimonials in a slideshow.
4. Company Introduction
Want to tell new website visitors how to navigate your website or how your firm can serve their needs? Tell them in a video. Use this type of video to introduce your firm, talk about your practice areas and highlight any services or benefits you want your prospects to see. You can also use this video to increase mailing list subscribers by closing with a call to action that offers a free report in exchange for their subscription.
5. Lead Generation
And speaking of mailing list subscribers, video is by far the most popular form of lead generation. To benefit from this type of video, create a short piece that highlights a particular lead generation asset – a free report, for example, or an introduction to an online webinar. Keep it brief – 60 seconds should be enough – and “push” your viewers to take action and join your list.
Now, this is just a short list… the truth is, there are numerous ways to utilize video, so don’t be afraid to get creative. You’ll be surprised as just how effective this simple tool can be.
If you need help with any digital marketing ideas for you law firm, don’t be afraid to contact us!