Using Video to Augment Copy
Populating your firm’s website with excellent SEO-optimized copy is a great way to increase your authority in Google’s organic search network. Not only that, but engaging and informative copy can influence potential clients to retain your services and even lead to more word-of-mouth referrals.
However, if you truly want to take your firm’s marketing to the next level, you should consider incorporating video elements across all your digital properties, including your website, secondary landing pages, social media platforms, and email campaigns. Because they can put a face, a voice, and a presence to your firm’s name, videos can personalize your brand in a way that copy alone simply can’t.
Data shows that internet users are more likely to watch a video on a given topic rather than read a copy-dense blog article or webpage, which means that your message is more likely to reach a wider audience and make a larger impact when it is delivered through video as well as the written word. The video medium allows you and your colleagues to speak directly to your client base, establishing a visceral, emotional relationship before they even contact you. As a bonus, creating quality video has become surprisingly affordable with the advent of new production tools.
If you’re still on the fence about incorporating video content initiatives into your overall marketing campaign, here are some jaw-dropping stats related to video content and user engagement, compiled over the past year:
- 87% of online marketers use video in their advertising.
- More than 30% of online activity is spent watching video.
- Placing video in emails can increase conversions by as much as 300%.
- Similarly, including video on landing pages can increase conversions by as much as 80%.
- More video content is uploaded to the web every 30 days than CBS, NBC, and ABC combined have created in the last 30 years.
The numbers don’t lie; video content can greatly increase your exposure, client list, and revenue. However, it’s important not to take shortcuts, and to make sure you create a solid strategy before hastily tossing unpolished video on your website or other digital properties.
Developing Sharp Video for Your Law Firm
Over time and with repeated exposure, internet users have come to expect several things from online video content. Therefore, as with any other marketing initiative, your video content campaigns should align with accepted best practices.
Keep the following tips in mind to ensure that your video gets seen often and generates plenty of new leads.
Maintain a consistent publishing schedule:
Your potential clients likely aren’t going to be tuning in each week to view new legal video content the way they might for one of their favorite television programs, but that doesn’t mean your firm shouldn’t be posting video with regularity and consistency. Going weeks or months without posting implies a lax approach to your marketing effort — and if you’re haphazard in one aspect of your business plan, isn’t it fair to assume that you’re scattershot in others as well?
After you’ve had the chance to sit down with your team to discuss your approach to video and what kind of content you want to feature (client testimonials, FAQs, partner interviews, etc.) as well as how your videos are going to inform and complement your other marketing tactics, set a schedule for when and where you want those videos to be published. Then stick to it.
Keep your videos brief:
Our attention spans continue to dwindle at an alarming rate as technology companies introduce more modes of digital distraction. Today, 60% of viewers will cease watching a video after two minutes in length. Because of our inability to sustain our focus or retain much from all the content we take in, you should keep your videos short, direct, and free of complicated jargon.
The point of your video content isn’t to impress potential clients with long-winded monologues, but rather to impress upon them your knowledge, expertise, and confidence, which you can achieve by staying on message and not overwhelming them with too much information in one sitting. Try to keep your videos at or below the one-minute mark; your audience will appreciate it.
Focus on educating your audience:
Attorneys tend to keep their cards close to the vest, and with good reason. Lawyers deal in strict confidentiality on a daily basis to protect their clients, their practice, and their integrity. When it comes to video, however, don’t be afraid to educate your clients (within reason) on generic topics within your practice area(s).
Most clients (or the clients you actually want, at any rate) are aware that they are not qualified to represent themselves, but they also want to feel confident that whomever they choose to retain has an exhaustive and intricate knowledge of the law.
At the end of the day, the law is complicated, so explaining things fully (but concisely) won’t make your video audience feel like they’re qualified to represent themselves; instead, it will make them realize just how much knowledge and experience their legal matter requires.
Incorporate previous clients:
One of the chief objectives of any legal marketing plan should be to increase trust. Putting your former clients on camera — especially in a controlled setting, where you can get exactly what you’re looking for — is a great way to inspire confidence in new leads and reinforce your firm’s values in action.
Additionally, there’s the intrinsic benefit of deftly showcasing a legal victory on camera. However, be sure to prep anyone thoroughly before ever including them in your video. Video subjects should be dressed professionally, speak candidly, and tell their story truthfully.
Always include a strong call-to-action (CTA):
Sometimes, a project like video creation can involve so many different considerations that those who work on it can forget to do the little things. And one of the most important elements of a great legal marketing video that too often gets overlooked is the presence of a strong call-to-action.
Without a definitive CTA, it won’t matter how great your video is, because your client base won’t come away knowing what action they should take. Including a strong CTA will ensure that your clients visit your website, call your firm’s dedicated phone number, or download your whitepaper.
Lastly, and most importantly, don’t strand your video content on a digital island. Video should supplement marketing initiatives, not stand in for them. You should post video that aligns with other campaigns on your firm’s social networks, on relevant practice area pages on your website, and on landing pages attached to paid search campaigns through Google AdWords or Bing. A 30-second clip reinforcing the pertinent messaging on any of these pages can make the difference between a window shopper and a dedicated client.
Contact LaFleur Legal Marketing Today
Video can increase your digital presence and your client roster. If you’re considering a video content campaign, it’s critical to optimize your video so that it’s professional, educational, and most importantly, persuasive. That way, the video you create can supplement your website’s copy, creating a more interactive and modern experience for your potential clients.
To learn more about our approach to video, web content, and all other forms of digital marketing, please contact LaFleur Legal Marketing today by calling us at (888) 222-1512. Our marketing professionals have years of experience capturing, producing, and publishing video content for the web, and we are eager to introduce you and your firm to a whole new (video-hungry) audience!
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Kolowich, L. (2016, June 14). 31 video marketing statistics to inform your strategy [infographic]. HubSpot. Retrieved from https://blog.hubspot.com/marketing/video-marketing-statistics#sm.0001fzx4px4ije3ixpu18y2h9vry2
Rampton, J. (2015, February 4). 5 things your video marketing strategy should include. Forbes. Retrieved from http://www.forbes.com/sites/johnrampton/2015/02/04/5-things-your-video-marketing-strategy-should-include/#3637d06c4b9a
Stock, A. (2016). How lawyers are using video. American Bar Association. Retrieved from http://www.americanbar.org/publications/law_practice_magazine/2011/november_december/how_lawyers_are_using_video.html