First it was infographics, and then podcasting, and now video marketing. That’s right, video marketing is having its day in the sun, leaving law firms to wonder whether they should invest in the latest trend or wait for the fuss to die down. In this article, we discuss why you should use video to improve brand reach and attorney SEO, and how to start creating videos that attract viewership.
The Argument for Attorney Video Marketing
Before jumping into the how, let’s start with the why: is video marketing beneficial for your law firm? Consider these statistics:
- Facebook videos achieve 135% greater organic reach than photos (Socialbakers)
- HubSpot reports that 43% of people would like to see additional video content
- More than 50% of people pay close attention to videos rather than skimming, making it the most thoroughly consumed type of content (HubSpot)
- Videos on Twitter receive 6x as many retweets than photos, according to Twitter
In conclusion, yes—video marketing can potentially be a great addition to your law firm’s marketing strategy because audience engagement tends to be high. The results of your attorney video marketing endeavors, however, depend upon developing and implementing a strong strategy. Use the step-by-step guide below to do just that.
7 Steps to Add Video to Your Attorney Marketing Arsenal
- Find your audience, find your medium
There is a lot of hype about Facebook video, but even the highest-quality Facebook videos won’t result in greater revenue for your law firm if your audience doesn’t use that platform. Determine where your ideal clients are in order to find out which medium(s) your legal practice should focus on.
Where do you see the greatest ROI from your current online attorney marketing efforts? Twitter? YouTube? Turn your attention there when beginning your law firm’s video marketing strategy.
- Gather the resources that fit your budget
If you have some marketing funds to work with, invest in videomaking tools like a camcorder, video editing software, and the like. (Or, if you would prefer to outsource the production process, reach out to a third-party that is experienced in creating social videos. They can send it back to your team to post on your website, social media, etc.)
Even attorneys with tight marketing budgets can make video marketing work, though. Grab and become familiar with just a few affordable essentials for crafting videos in-house:
- iPhone 6 (if you do not have access to an iPhone 6, an iPhone 5 will do)
- Tripod to stabilize the camera
- Lavalier microphone (“lapel mic”) to enhance audio
Note: The materials above are ideal for “talking head” videos where you speak directly into the camera, as well as attorney marketing videos like interviews. If you’re looking to create high-end animated videos, for instance, invest in animation software rather than an iPhone and tripod, or outsource this project.
- Develop a script
The average length of a top YouTube video clocks in just under 4.5 minutes, according to minimatters.com. Write a script to help you make those short minutes most effective. No need to start from scratch if you’re pressed for time; just repurpose existing content.
For instance, a criminal defense attorney could repurpose a popular blog post about sealing arrest records in California, tweaking the article just a bit for a more natural presentation when spoken.
- Lights, camera, action
Arrange your set for filming. If you’re creating a talking head video, consider elements like:
- The background—no messy desks or distracting noises
- Height and angle of the camera
- Placement of the microphone
- Audio settings
- Prepping any necessary materials like slides or a white board
Do a 30-second test run to ensure that audio and video are perfect before filming the entire video.
- Edit and review
Use editing software to enhance the audio and video, brand the video with your logo, include music if desired, and add captions (social media users watch roughly 85% of videos with the sound off).
There are dozens of affordable online/app-based software options available—Filmora, to name one—as well as the standards like Windows Movie Maker and Apple iMovie, which are automatically included in most computers nowadays. After editing, do a final review to ensure that your entire video looks and sounds polished.
- Optimize for SEO
Help potential clients and search engines find your videos:
- Include a relevant keyword phrase in your title (but limit titles to 65 characters maximum whenever possible)
- Make sure that your video file name is optimized as well (forget “video1.mov”)
- Feature a video description with relevant keyword phrases
- Link back to your website in the description
- Choose an appealing thumbnail image
Don’t forget to use tools like Google Keyword Planner to identify the most optimal keywords for your videos.
- Disseminate and strategize
Post on your website, Twitter, Facebook, or wherever is most relevant to your audience. Also, push more viewers to your videos by tying them into other marketing strategies such as your law firm’s email marketing strategy. According to The Huffington Post, including “video” in an email subject line can boost open rates by 20% and increase clickthrough rates by more than 60%!