8 tactics for lead generation success

As a law firm owner, don’t you want your video marketing to wow your clients?

Believe it or not, law firm content doesn’t have to be boring — and it shouldn’t be.

There are many unique and creative ways to use video marketing in your law firm.

From educational and engaging content to engaging and shareable videos, this article will help you discover new ways to use video to generate new leads!

Let’s get into that.

1. Create instructional videos

The legal field is often complicated, wordy and completely inaccessible to the average person.

However, as a legal professional, you have the ability to translate complex issues into information that your audience can easily understand!

One of the best ways to do this is by creating instructional videos that answer common legal questions your audience might have — or provide more information about the legal process in general.

This can be extremely helpful for potential clients who are overwhelmed with the traditional jargon surrounding their legal issues.

For example, home foreclosure can be a scary and intimidating subject. Help put your audience at ease by breaking down the exact steps they should take to avoid foreclosure — including hiring an attorney.

Since most legal matters require someone to get legal advice, you can always mention your services in the hope that a potential client will reach out to you!

  • Top: Consider adding real-world examples or case studies to add even more value to your instructional videos. This will make your videos more accessible to your audience.

2. Start a YouTube channel

The best way to draw more attention to your video content is to start a YouTube channel. Because YouTube acts as a search engine that allows users to search for topics and discover related videos.

For example, if someone searches “child care dispute” on YouTube, they’ll see a list of similar videos from other attorneys and publishers.

However, how high these videos rank in YouTube search depends to some extent on YouTube SEO.

Plan YouTube video topics related to what your potential customers are likely to search for. You can use YouTube Keyword Tools to find keyword ideas.

Then you should insert your chosen keyword in the video title, description and video content (voice-over/script). This will help improve your YouTube ranking and attract viewers to your channel.

Be sure to include a call-to-action (CTA) so potential customers can contact you, and consider adding your website link and/or phone number to your video’s description.

  • Top: Use a tool like Animaker to create animated explainer videos. This can be a fun way to explain complex legal concepts.

3. Embed video content in blog posts

Another way to drive traffic to your videos is to embed them in blog articles on your website.

If your law firm has a blog, this is likely a place where you post law firm updates, informational content, client testimonials, and more. Article marketing is a great way to generate more organic traffic for your law firm.

If you already have website analytics, I recommend identifying the blog articles that are currently driving the most traffic and creating videos for them. You can then embed the videos in the articles themselves.

If you don’t already have website analytics, I highly recommend getting set up with Google Search Console (GSC) and Google Analytics (GA). Both are free and offer valuable insights into how your site is performing, how many people are visiting your site, etc.

4. Ask customers for video testimonials

A lot of trust has to be built between lawyers and their clients. With so much at stake – money, time, family dynamics, etc. – clients are often reluctant to seek legal advice with no guarantee of success.

While you can’t guarantee an outcome, you should be able to guarantee a positive experience. Satisfied customer testimonials can help build trust in your company.

So consider asking customers not only for customer testimonials on Facebook and Google, but also for video testimonials. These videos can be added to your blog, website, YouTube channel, ads, and beyond (with consent, of course!).

Ask clients to describe their experiences working with your law firm, why they might recommend you to future clients, and what the outcome of the collaboration was. However, keep in mind that you don’t want your testimonial videos to be overly scripted.

5. Use video in paid ads

Paid advertising can be exciting too! Instead of resorting to the traditional, text-based ad format, experiment with video.

The most common pay-per-click (PPC) advertising platforms are Facebook ads and Instagram ads, but you can opt for others that better suit your niche.

You can publish video ads to reach new audiences, generate engagement, and generate leads for your business.

Here are some video advertising best practices to follow:

  • Grab attention by having a strong opening that quickly communicates your message.
  • Keep your video short and sweet (15-30 seconds is recommended).
  • Optimize your video for mobile viewing by adding subtitles, a clear CTA, and a vertical aspect ratio (9:16 recommended).
  • Add compelling branding like your logo, team photos, icons, and more.
  • Encourage viewers to take action. For example, you can direct them to your website or include your phone number in the ad.

6. Use live video

Many platforms like Facebook, YouTube and Instagram allow you to post live video. In this format, you simply log into your account, navigate to the live feature and click “go live”!

Live video is great for interaction as it allows you to interact with your audience in real-time.

Great live video topics include question and answer sessions, tutorials, online conferences, interviews or webinars.

You can even use platforms like Be.Live to share your screen or display multiple hosts on screen. It even allows you to post your live experience to multiple Facebook groups and/or pages at the same time.

When hosting a live video, make sure you have a reliable internet connection. I also recommend being in a quiet, distraction-free place with a simple setting.

7. Host a webinar

Like instructional videos, webinars are a great way to provide valuable information to your audience. The difference is that webinars are usually longer (hours or days) and attendees may register in advance.

Webinars work best when they fit into your broader marketing strategy. For example, you could advertise on social media for people to attend your webinar, which requires them to provide their email address.

You can then reach out to them via email marketing, refer them to your blog, or invite them to collaborate with you.

You can use a variety of tools to record a webinar. With Google Meet and Zoom (yes, the ones you use for virtual calls), you can click record and save your video.

You can then upload the video to YouTube (making it “hidden” except for participants) or post it on your website behind a subscription wall.

8. Work with industry experts

You may be the most experienced lawyer in your niche, but I’m sure you don’t know everything! In this case, it helps to bring in other industry experts to add value to your audience.

For example, you might be a family law attorney (whose target audience is parents) but you don’t know much about estate and estate planning. You could invite a trusted probate attorney to discuss the value of wills, estate planning, and more.

This can be in interview format (with you and the interviewee on screen) or as pre-recorded video sent to you by the expert. Which format makes the most sense for you!

Try looking for industry experts who have a strong following in your target market. This allows you to expand your reach and expand your potential customer base.

Creative video marketing ideas for law firms

It’s clear that video marketing can be a lucrative way to generate more traffic and leads for your business.

In addition, there are countless ways to increase your reach with videos.

The possibilities are only limited by your creativity and imagination, so don’t be afraid to have fun and try new approaches.

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Featured image: Irina Strelnikova/Shutterstock