5 Ways Law Firms Should Be Using Video
The emerging trend of video calls “action” on the legal industry
It seems that every year a new “must have” business development tool emerges. Legal marketers find themselves in a scramble to get attorney buy-in, quality vendors, and budget allocations to employ the latest and greatest strategies. Some work, some don’t. Is Facebook marketing the right choice for every law firm? No. Is Pinterest a useful tool to reach potential clients? Sometimes. Do clients really read law firm blogs? Absolutely!
The latest In-House Counsel New Media Engagement Survey touts video as the “Next Big Thing.” More than half of the survey respondents said they access law firm YouTube channels looking for substantive video content.
Google also delivers video content on more than 85% of its search engine results pages. Publishing videos can help firms dominate critical search engine results pages. Read more about the search-related benefits of video content in our article, Are You Missing Out? How videos and images can get you more than one link on critical search engine results pages.
Clients and potential clients want to see content presented in a video format. And with Google placing a heavy emphasis on video content (after all, Google does own YouTube), we know video is worth exploring. But, what exactly does “substantive content” mean?
Here are 5 ways law firms can use video for business development:
Key attorney bios
Almost every proposal response includes key attorney bios. Meaning, bios for the attorneys with particularly relevant experience or department heads such as, the practice group leader, the client team leaders, and the primary touch points.
Consider producing quality video bios for these attorneys to include in electronic proposal responses. When it comes to selecting outside counsel, it often comes down to the people. Who will you be working with closely on these matters? How are they uniquely qualified to add value to the relationship? And, do these people have effective communication styles that are a match for your team, your company culture, your specific needs?
Answer these questions in a brief video and you will be amazed at how much it sets you apart from your competition.
Curate legal blog content and present a video series on popular topics
If your firm is already leveraging the power of practice-area blogs chances are the blogs feature content that is particularly well-read. Take a look at your Google Analytics reports on top content and top landing pages and curate a video series around these topics.
If, for example, your Labor and Employment blog sees the most reads on ADA-related articles, produce a series of presentation-style videos on these topics. Now, instead of one or two pieces of content related to these popular topics you have several and in varying formats. Don’t be surprised if your firm captures more than one search engine listing on page one of Google: one for the written article and one for the related video.
Coupling video content with blog content allows your firm to capture more search engine links and dominate search results for key practice areas and/or industry targets.
Don’t tell us about your firm culture, show us your firm culture
All firms are proud of their community involvement, charitable works, history, and current culture. These are the things that set the firm apart, it’s what makes it a great place to work and to work with.
Personality is better seen than written down in flat text. If your firm is active in Pelotonia, Race for the Cure, Lean In, or other community outreach have your videographer attend these events to capture the moments. Share these videos on the firm social media channels and you’ll find these posts get far more engagement than the static text posts.
Don’t forget to capture video at your seminars, CLE events, and special presentations. In addition to B-roll of these events, showing potential attendees how great your events are will certainly increase event sign up for future events.
In addition to B-roll of events make sure to capture the presentations themselves, along with audio of the presenter, to send to important clients who may not have been able to attend the presentation in person. These presentation videos can be packaged as “In Case You Missed It” communications to key clients and potential clients.
Direct-to-consumer firms engage clients with topical videos
If your firm is in the direct-to-consumer category of legal services, such as family law, estate planning, bankruptcy, personal injury, or criminal defense videos are a great way to put the consumer at ease and show your personality.
The public has a lot of choices when it comes to attorneys and firms. To them, the law is the law and it often comes down to the personality of the individual attorney. Produce a brief series featuring attorneys explaining their process, why they chose their specific practice area, and how they are uniquely qualified to help clients get the outcome they desire.
Not only do these videos resonate with clients, but they will significantly boost your search engine rankings for highly competitive search terms.
Mentor videos help recruit new attorneys
The next generation of attorney is tech savvy. They have been watching YouTube since they were in grade school. Video is a natural choice to communicate to them the benefits of your firm.
Select attorney mentors to feature in recruitment videos. Have the mentors explain the culture, benefits, philosophy, and expectations of the firm. Google Analytics tells us views of these videos on recruitment pages are high. Even more importantly, they provide a polished, but candid, glimpse into the firm that text and photos cannot.
There you have it. 5 ways to leverage video that can be prescribed specific business development goals and measurements of success. These strategies can be tracked back to the bottom line and costs can easily be justified using a basic marketing strategy framework and Google Analytics.
If you’re ready to produce your first firm video, give us a call.
