10 Types of Video Every Law Firm Should Use
Videos are one of the most popular and widely enjoyed choice of content consumption. Yet, most law firm video marketing only focuses on a couple of high-end videos. If you want to video right, you need to use it as a holistic marketing strategy. There are many types of videos you can create for your law firm. Don’t get pigeon-holed into the “one pretty video” category!
Video content is a valuable marketing strategy that businesses cannot turn a blind eye to. In 2020, 86% of businesses used video content as a marketing tool– and for very valid reasons. I mean, who doesn’t like watching videos?
Videos are more enjoyable and engageable, right? This is because our brains process visuals 60,000 times faster than reading text. Guess that means a picture is worth 60,000 words, not 1,000!
We can retain 95% of a video’s message compared to only 10% if reading. It’s a no-brainer why videos make up a large amount of internet traffic! We’re geared to process visual content.
If you want to attract clients in impactful and creative ways, you may want to consider digital involvement.
Traditional methods of marketing may be useful to your business- but only to an extent.
Many law firms are beginning to use video marketing. It’s important to create your own digital presence against competitors. Video content is likely to be a successful part of your marketing strategy- if done right.
Check out these 10 types of videos and examples from law firms who are thriving with video marketing.
10 Types of Video Marketing Your Law Firm Should Be Using
#1: Firm Introduction
An introduction video to your firm is a good way to show why you are the perfect lawyer to target clients. You can communicate key values of your firm and distinguish what sets you apart from others.
Include your mission statement, the background of your company, and unique qualities. Is community service important to your law firm? How about family?
This would be a useful addition on your website homepage or about page- make it the first thing your viewers see.
McLaughlins Lawyers, based in Australia, created a high-quality short film. It shows positive culture and sympathy for legal issues of families and businesses. They highlight participation in community events, fundraising, and legal help for domestic groups.
Clients see that lawyers love the firm for its culture and humane, kind qualities.
#2: Attorney Profiles
While this feels like a mainstay of law firm video marketing, attorney profile videos are another good way to introduce clients to your firm. Each attorney can show professional and personal aspects of themselves.
This can be another useful feature to your website. You can create a message about your attorneys that appeals to potential clients.
When drafting scripts for profile videos, ask yourself professional and personal questions. Why did you want to be an attorney? What makes you stand out from others? Where are you from? What are your hobbies outside of the law?
When creating content for video marketing, realize that it doesn’t all need to be law based. We are all human, and sometimes clients are drawn to firms that are approachable and seem, well, human.
Showcase community involvement and hobbies outside of your law firm.
For example, Siegel Law, based in New Jersey, used this distinct approach for community involvement. Their lawyers take part in a 5k for the Valerie Fund. They support children with cancer and blood disorders. They had a video company come along to record the process, giving them great footage to show off the law firm actually being in the community.
#4: Client Testimonials
Client Testimonial videos are a tool to show why you are a valuable asset in an emotional spotlight. Reach out to past clients and request them to tell their story and experience with your lawyers.
Encourage participating clients to share takeaways from their legal journey with your firm.
Sand Law, based in North Dakota, uses this powerful tool with past personal injury clients. Clients tell compelling stories that build trust and a connection with viewers.
#5: Legal Entertainment
Humorous videos can make viewers more comfortable approaching your firm. Almost all platforms allow for easy video uploads, so there are many options to choose from.
If your firm doesn’t focus on a professional approach, this may serve as a creative outlet. Let your marketing ideas roam free!
If you’re able to go viral, you’ll make your firm stand out against competition.
One way to prove your ability as an attorney is through informative video marketing. This can be with How-To videos, hard to understand legal terms, or advice within your expertise.
These topics can range from being serious to lighthearted.
#7: Practice Area
Don’t use law firm video marketing just to show off your practice. You can zoom in on individual practice areas and make the story about the client’s journey. Use videos to break down and describe how you assist clients in cases. This can help your law firm become more friendly and welcoming. Don’t be afraid to show credibility within your expertise.
Like attorney profiles videos, you can use it for many lawyers on your website.
Besides marketing to clients, advertise towards potential associates for your law firm. When creating a script, select a diverse group of speakers to vouch for you.
What can your firm provide to associates in search of a career? What principles or values are important?
Take advantage of this video type to build your dream team!
Jackson Walker uses this innovative content to market towards those who practice law. The video showcases their team up and running. It also enlightens viewers why associates love working and what they’ve learned.
It can be hard to keep up with social media apps always updating and evolving. Keeping up with trends can help you understand the digital industry and where we’re all heading.
Currently, silent videos with captions are on the rise. Actually, it’s estimated that 85% of short videos viewed on Facebook are silent.
Other recent trends include how to’s, AMA (Ask Me Anything), reactions, challenges, and product reviews. Some won’t be applicable to your law firm, but it’s still useful to see what content creators are up to.
Staying alert to trends can help you relate to your audience and future clientele.
#10: Frequently Asked Questions
FAQ videos build viewer trust and show off your experience.
It’s important to first find questions that are time and time again asked at your firm. You can post these to various platforms, but your website will be easy and accessible for clients.
Aiello Cannick has a page on their site dedicated to educational legal videos. Under each area of practice, there are short and quick, easy to understand videos for viewers.
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.