Users watch over a billion hours on YouTube and other video and social platforms. Plus, experts believe that by 2021, 80% of all traffic will consist of video. The main driver behind this data is that video is easy to consume for people—especially if the content is educational, entertaining, or both. This means that users stay on sites that have video more than ones that don’t. As a result, tech companies, more than ever, are catering to video content so that it’s readily available anytime and anywhere.
As a law firm, you have an opportunity to showcase your value and create evergreen or topical content. The goal is to teach potential clients and convey your value to them even before they connect with you. It’s both a powerful sales and marketing tool that, done in the right way, can bolster your client acquisition and retention.
Let’s take a look at ten compelling reasons to use video now:
Potential clients may not know if they have a legal case on their hands. Lack of knowledge breeds a lack of confidence to pursue their legal rights. However, video is a great way to help future clients bridge the gap here.
For example, a woman was involved in a minor crash. It wasn’t until days or weeks later that symptoms from the crash started to emerge. She has a feeling that the accident may have affected her body, but she isn’t sure. Because some time has passed, she creates a false conclusion that there is no case.
If someone in the same position sees a video explaining their legal rights, they could regain confidence and ask for legal counsel. You put yourself in the first point of contact when someone needs help.
As you know, the legal industry is a highly competitive space on the web. Videos are a way to edge out your competition and gain more traffic. For example, adding a video to complement a blog post is an added SEO signal which can help your efforts to rank higher in Google searches. In addition, social media videos generate 1200% more shares compared to text and image posts.
Video marketing is responsible for 49% faster growth across various industries. It’s a sign that people want video, and they engage with it better.
If a video delivers value to viewers, they may look up the source of the video. Even if they aren’t looking for legal counsel right now, you get on their radar and increase your chances of gaining them as a client down the line.
Social media sites host videos that are many years old. There are videos from the 2000s that still make waves today. The videos you create will also impact the future of your business, influencing prospects years from now.
Video marketing shows no sign of slowing down. Even with the majority of traffic today coming from videos, the number will continue to rise. YouTube’s position as the second largest search engine shows that people want video content.
Videos not only connect you to potential clients, they also make you visible to other businesses. Especially if you’re a large firm, these businesses might want to partner with you or invite you to collaborate. You can find yourself representing bigger and more well known companies.
Potential clients will want to get an idea of how you handle cases. A case study provides information about past lawsuits and how you were able to help your clients. Through video, you can describe the case from start to finish, showing how your firm solved the issue.
It’s also a way to build a reputation as you can choose and display cases with positive outcomes. Consider creating a series that explores various nuances within a single case. For example, unpack how your firm handled a complex personal injury case and create several short videos broken up by specific topics. With many cases available for you to use, you can build a vast library that will help you convert for years to come.
Your expertise in videos will also build credibility. It helps strengthen your firm, and you can also use it as an opportunity to display your client’s experiences. If your clients are willing, they can share testimonies of their experience creating opportunities to get referrals from your clients without having to wait for them to actually reach out to individual people. You can ask them to share the testimonial video on their social network, essentially blasting out a referral to people they know.
Imagine a video version of your About Us page. Instead of being a simple wall of text, you can craft a video that allows you to control how you present your firm. You can speak to the history of your firm, introduce key members, and share your vision.
This video not only can help you connect to potential clients, but it can also attract attorneys looking for a job. You have a chance to show your company culture, personality, style, and much more.
A rising trend within the video space is live videos because of the ability to engage with potential clients in real time. Instagram, Facebook, Youtube, and even LinkedIn have a live video platform that you can use.
Some of the most popular ways businesses use this are through creating webinars or Q&A sessions. You can use these live sessions for interactivity and convey your expertise as you would in in-person consulting sessions.
Another benefit of live videos is that you can save them for later. They become part of your master library and people who didn’t go to the live session can still gain value from them. It becomes another avenue to gain potential clients. You can host live videos on various platforms, including social media sites like.
Another function of videos is that they can serve as short or long-form ads. You can pay to place your firm’s videos on YouTube or various social media feeds. While it may not be organic, there’s a reason why many businesses include paid advertising as a part of their strategy. It’s a faster way to grow your business and increase revenue.
The data shows that your law firm can greatly benefit from video marketing. The increase in traffic and conversions alone will help spur the growth you’ve been searching for. Whether you’re looking for a wider reach or more clientele, videos are a path to fulfill those demands.
In doing so, you add another marketing tool that can help you thrive. If you feel like you don’t have the skills or time to create videos, we’d be happy to chat about your videos and find a way to help.