Everything You Need to Know About Video Marketing For Lawyers 

Quick Tips / October 4, 2022 / Admin

As a lawyer or the owner of a law firm, you need to invest in marketing strategies to win more clients and grow your law firm. You can rely on the common forms of marketing, or you can choose to stand out from the rest with compelling video marketing strategies. 

Video marketing for lawyers means creating informative and relevant videos for your target audience. You can create different types of videos to draw traffic to your business. However, your videos can only help your firm grow if done correctly. 

Here are a few tips to help you leverage video marketing for your law firm.

1. Create Video Series 

One of the best ways to engage your target audience is by using video series. This entails tackling different relevant topics in a series of videos. For instance, if you run a family law firm, you can create a series on the different aspects of family law. You can have a video series on the different steps in a child custody case to prepare your clients, for example. 

Here’s an example of part of a video series by White & Case LLP on LinkedIn. In the videos, the firm discusses diversity and inclusivity in the workplace:

Here’s another video that belongs to the same series, this time on inclusivity: 

Around 86% of businesses use video content as part of their marketing strategy. This statistic shows you how much you need to create compelling video series for your law firm. 

Send your video series to the prospective clients on your email list or post them on your social media pages. You must be consistent with the quality of videos and the intervals at which you send them. Your clients need to know they can rely on you for timely and informative content with solutions to their problems. 

Before sending your videos to the clients on your email list, ensure the videos are high quality. The voice should be clear with no background noises, and the video should be shot in well-lit spaces. These are some of the small things that will make your prospective clients watch your videos to the end. 

2. Produce Individual Videos that Provide Value

Video series aren’t the only types of video content you can churn out. You can produce individual videos, too. However, video marketing for lawyers can only work for you if you understand the kind of content your target audience needs and deliver according to their expectations. 

As such, your individual videos should answer your prospective clients’ questions or feed them with information that will benefit them. 

You can create educational videos to enlighten your audience on what they should do if they are in legal problems. 

Here’s an example of a value-laced video from Kilpatrick Townsend. The firm specializes in business law. In this video, the firm discusses design patents. 

As an example, if you run a personal injury firm, you can create an educational video explaining what a person should do after an accident. Ensure you only provide factual information in your individual videos so you don’t mislead your audience. 

To determine what content your audience is looking for, you can run polls on your website or social media channels. You can also ask your team to identify the most common questions asked by clients and base your video content on answering those questions. 

Do your research well before recording a video for your law firm. Your audience relies on the information you provide to make legal decisions. Be conversant with the laws in your practice area to create correct and informative content for your audience. 

Remember to insert a call to action (CTA) at the end of each video. With a compelling CTA, you’ll likely get more clients from the videos you post on your website. 

3. Share Videos on Multiple Social Platforms

Video marketing for lawyers has become an increasingly popular marketing strategy. However, posting videos on your website alone won’t get you the clients you need. Instead, post the video on other social platforms linked to your business. 

You can use Linkedin, Facebook, Twitter, Instagram, and YouTube.

You can also use podcasting sites to increase your video marketing reach. You can either post the videos as a podcast or speak as a guest on a podcast. 

There’s no limit to the kind of video content you can post on these platforms as long as it’s relevant to your business. You can post video ads for your firm to get clients on Facebook and LinkedIn. You can also post video testimonials to build credibility and authority for your business. 

Here’s an example of a video post on LinkedIn by Lisa M. Cukier. Lisa is a family law attorney. 

Social media channels are a SaaS marketing goldmine if you can leverage them to your advantage. For instance, you can post client testimonials, case studies, and informative videos on your firm’s Facebook page. If your potential clients like the video content you post, they’ll likely come to you for legal services in the future. 

According to VocalVideo, 78% of businesses realize 100% ROI or more on their investment in testimonial videos. This is because more people trust testimonials from other human beings than other marketing strategies. You can share the video testimonials on social media platforms to earn more clients. Leverage your digital presence as a marketing tool to reach a wider audience. 

4. Optimize Video Content

Google indexes YouTube videos and ranks them according to their SEO compliance. This means that if you create vague videos, they won’t gain the organic traffic you need to grow your law practice. 

Video marketers understand the importance of using SEO in their videos to reach their target clients and widen their client base. This could be what sets you apart from your competitors. 

Some of the SEO video marketing tips you could use to improve your search rankings include:

  • Inserting the keyword or keyword phrase in the title of your video
  • Using the keywords or keyword phrases in the video transcript 
  • Using the keyword naturally in the description
  • Using relevant video tags that reflect the video content

Here’s an example of a video by Teri Herron Law, a divorce attorney. The keywords here are manipulation tactics and divorce. 

You can also structure the topics of your videos in question form to increase engagement in your videos. You will create a personal connection with your audience by asking them questions and responding to the questions they ask after watching your videos. 

5. Monitor Your Performance 

If you want to earn clients from video marketing, you must monitor and track the performance of the content you post. This helps you understand which videos work for your brand-building efforts, those that need improvement, and those you should stay away from. 

Google Analytics is a free tool to monitor your videos’ performance on your website. The tool can show your users’ locations (to see if you’re reaching your location-specific audience), redirecting sites, viewer durations, and more. 

Most social media tools have analytic tools that you can also use to monitor the performance of your video content. For instance, Facebook has Facebook analytics which helps you see how many people viewed your videos, the viewer duration, and the viewer engagement, etc. 

When monitoring your performance, you’ll also see what search terms drive more traffic to your content. You can use these terms more frequently on your videos to increase organic traffic. 

You can also use analytics tools to check the number of likes, shares, and comments your videos earn. The engagement levels on your posts help you understand if you’re reaching your target audience. You can use the statistics from these posts to improve your video marketing strategies. 

Wrapping Up 

The legal industry is embracing the concept of digital marketing to grow law firms. While most law firms use blogs as part of their digital marketing strategies, you can stand out by incorporating video marketing. 

You need to create a video series and value-laced individual videos that are SEO-optimized to rank on Google. You must also share the videos on your social platforms, such as Facebook and LinkedIn. Monitor the performance of your content so you can continually improve your marketing strategies. 

If you follow the tips in this article, you’ll leverage video marketing and grow your business. 

About the author: Nico Prins is the founder of Crunch Marketing. The company works with enterprise SaaS clients, helping them scale lead generation globally across EMEA, APAC, and other regions.

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