Video content is the most popular form of media consumed online in 2024. Short-form videos, in particular, have become easy to create, upload, consume, and share. So, you must take advantage of video marketing for lawyers and incorporate it into your marketing campaigns.
The five tips in this blog will make your video marketing successful and highlight the value your legal service provides. But you still need to track your video’s performance, as trends change all the time.
Video Marketing for Lawyers
Let’s jump right in:
1. Create relevant content
Before you start thinking about how to promote or optimize the video for social media, the content needs to be high-quality and relevant.
Video marketing that is relevant for lawyers would be content that promotes the services your firm provides or shares public information about legal rights and potential legal claims.
Creating relevant content is important as it hooks the viewer and keeps them engaged. Also, it provides value, which makes the viewer trust your brand and be more likely to seek out the professional services of your law firm.
The best way to create relevant content is to think about your audience. What value are you trying to add to your client’s lives through your work as a lawyer? Whatever value you bring, base your content on that to ensure it resonates with your clients.
You can also look at the existing content on your website for video content ideas. One great approach is to use an article summary generator to pull out the key highlights of your blog posts. You can then use these highlights to create a video script.
This is a great way to repurpose your articles into video content. Plus, you can embed the video within the article for folks who land on your website but prefer watching an engaging video over reading a long article.
2. Try creating a video series
A video series is another great video marketing tip for lawyers. An excellent video series strategy will keep your audience hooked and looking forward to your next video.
For example, you can create a three-part video series covering an important topic related to your practice or client’s pain points. Each video will build upon the other, and then you’ll include a compelling call to action at the end of the third video.
A good call to action will inspire the viewer to take the next step. For example, you can ask your audience to get in touch with you or book a callback from your website.
But remember, each video must be relevant and add value for this strategy to work.
For injury lawyers, a series explaining each practice of the lawyer’s office can increase views. One video would explain the auto injuries side of the business, one would explain the medical side, and the third would explain work-related injuries.
A good example of auto injuries related video content is this video from the law firm Miller & Zois:
Source: YouTube
The video explains what settlements clients of the firm can expect in a truck injury case.
Promote your video series extensively to ensure it captures as many eyeballs as possible. You can start by sending an email blast to your email list as soon as the video goes live.
If you publish it on your Website or YouTube, chop the video into shorter clips and share them on other social platforms like TikTok, Instagram, and Facebook. The more people see it, the more potential clients you will attract. Just make sure to focus on channels where your target audience hangs out.
3. Optimize your video content- Video Marketing for Lawyers
After creating great video content, the next step is ensuring its online visibility. This means optimizing the video to increase its rankings on YouTube and other platforms.
The keywords to use in the title are the first thing to consider when doing video content SEO. Do they accurately describe the contents of the video? Have you checked to identify the relevant keywords that have search volume?
Use keyword research tools like Ahrefs and Semrush to identify relevant keywords for your video. Then, use these keywords in the title and video description.
Tagging videos correctly on video platforms like YouTube is important, too. Relevant and popular tags will make your video more visible and increase viewership. It’s also important the tags and the title match because this influences the rankings significantly.
Source: YouTube
This video’s title has relevant keywords that inform both the viewer and search engines of the content of the video. The hashtags provide additional information on the type of video and the subject matter.
4. Share on different social channels
Video marketing is the next logical step after creating your content and optimizing it for search engines. The best part is that most channels have become highly visual due to the growing demand and consumption of video content.
That means you can use your video on pretty much all channels, ranging from your website to email. However, none of these will be quite as effective as social media. Social media posts featuring video content perform extremely well.
Some of the best social channels to share videos for the biggest reach include:
- TikTok
- YouTube
YouTube and Facebook are more suitable for longer videos. TikTok, too, supports slightly longer videos, but they’ll have to be super engaging to keep users from scrolling down.
Source: TikTok
One thing to avoid is downloading and reusing the same video from one platform to another. There have been reports that platforms like Instagram can reduce the reach of your video if it has TikTok watermarks, for example. Therefore, upload a fresh video on every platform to ensure maximum visibility.
Remember, each social channel can drive traffic back to your website, where potential clients can learn more about your services. It’s essential to deliver a consistent brand experience for potential clients as they move between different channels. So, ensure your website’s domain name is easy to remember and represents your practice well. Find a domain name that aligns with your brand to strengthen your online identity, and use the same name on your social media profiles. This will make it easier for clients to locate you online.
5. Track your success- Video Marketing for Lawyers
Video marketing for lawyers may seem like a fool-proof formula, but it still needs to be tracked. Tracking your success is important as it allows you to see how your strategy performs and how to improve it.
You may use YouTube analytics or similar platforms to determine your videos’ performance. By analyzing the raw data, you can discover insights that you can use to improve future content.
You can also track the video’s likes and shares to see if the public thought your content was worth sharing. High viewership with a low share rate might be an indication your video isn’t engaging, for example.
Source: Pexels
90% of marketers have said that video has given them a good ROI. You can enjoy similar results with video marketing for lawyers. But you must track your video’s performance to know what’s working and what needs tweaking.
Conclusion on Video Marketing for Lawyers
If you want your video marketing for lawyers to succeed, just follow the five tips outlined in this blog post.
Creating relevant content provides value to your viewers and keeps them engaged. Meanwhile, creating a video series is one of the best ways to keep your audience hooked to your content. Sharing on different social media expands your reach.
But remember, you need to optimize your videos for search engines and video platform algorithms by including tags and using relevant keywords in video titles and descriptions. Finally, track your success to make relevant adjustments and ensure continued success.
Many people require legal services but don’t have the information they need. Use video marketing to reach them, educate them about their pain points, and share potential solutions. This is guaranteed to boost your credibility and grow your law practice.
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