In the field of content, video has become the new king. Every business uses video marketing strategies because now people engage more with videos than any other form of content, such as articles, images, infographics, etc. Videos are also being used in law firms because they are more engaging than long-form articles.
For creating good quality videos, it is essential for you to understand the types of videos you need to make as per your target audience, how to create the video and where to post it. Moreover, you also need to track its performance.
You must create a good quality video as viewers do not like watching blurred or unprofessional videos; You can use an online video editor to conveniently create a unique and good quality video.
Here are a few steps that will help you get started with effective law firm video marketing-
Step 1- Understand your audience
Your videos will only be successful if you are creating content as per the requirement of your target audience. To market your products, you need to have a solid understanding of your target audience. Before you even plan to shoot a video, the first thing that needs to be done is to study and understand your audience.
You need to know their age group, type of jobs they are into, demographics, income slab, cultural values, etc. Knowing all this will give you an insight into the kind of videos you should create.
Step 2: Write a script
The next step will be to think of an idea or concept. You need to note down all the ideas that come to your mind, be it good or bad, serious or funny, informative or educational, and select the one that fits best as per your target audience’s need. Let us understand this with some examples-
- If your law firm closely works with small business owners, it is suggested that you create professional and educational videos that are engaging at the same time. If you plan to work with your clients long-term, you need to show them how easy it is to work with your firm.
- If you majorly work in criminal defence, you can also take a unique and funny approach to explain problems and how to solve them. Funny and animated videos help get the attention of the viewers relatively quickly and last longer in the viewer’s mind.
Therefore, you need to analyse the type of video you wish to create and then create a script. Analyze how you want to convey the message and plan the intro, main content, and conclusion accordingly. Go through the content twice or thrice to avoid any mistakes, and it would be best if you take input from your peers or experienced people.
Keep the duration of your video around 2-5 minutes, as people don’t like watching lengthy videos, and do not forget to focus on the quality of the video. You can also use a video editor to make a professional-looking video within minutes.
Step 3- Filming the video
Before you start filming the video, you need to conduct some research on your competitors. It is good to know what other law firms are doing so that you can do things differently and better. You need to check various things: their number of subscribers, number of posts a week, average views per video, video quality, topics, and comments.
Once you have all this information, analyse it and use it. For example, if they post a week thrice and get good responses, you should try and post four times a week.
Now that you have the script and data with you, all you need to do is record and shoot the video. If you have all the tools required for shooting the video including an online video editor, you might not need any professional help. But, if you are not an expert, you can hire a professional.
You can also shoot videos on a smartphone and webcam but remember that quality is essential. A few things required for shooting a good video other than good quality content are-
- A good camera- It can be your smartphone as well.
- Proper lighting is very important.
- Purchase an excellent microphone to avert any background noise.
- Good video editing is necessary; therefore, you can opt for a free video editor available in the market.
Step 4- Uploading the video
Once you are done filming the video, the next important step is to post or upload it on various social media platforms. Besides posting the video on your website, you can upload it on Facebook, Instagram, Twitter, LinkedIn, etc. It is recommended to post on these platforms because maximum people use them, and they are a great way to get more views and become popular.
You need to ensure that your videos are informative but not boring if you want to get more views. You need to maintain consistency in posting your videos, create a schedule and stick to it. Initially, it is good to post at least twice a week as it will help get a better ranking plus more likely to get success and improve metrics on your law firm video marketing.
Step 5: Track your results
Analyse the results of the video you posted by checking which video got the maximum and minimum views.
This will help you get information on the type of information your target audience likes, the number of leads the video generates, and how valuable these clients are to your law firm’s business. There are various other details that you can get tracking the results; therefore, once you post the video, keep an eye on the results and see how it works for your firm.
Bottom Line
These are the five steps you need to take for effective law firm video marketing. Do not forget to optimise your videos for search engines, as that will help you rank higher and gain more visibility. Videos will help provide your law firm with a shareable and straightforward way to communicate brand and message. Furthermore, it enables you to get a strong return on your investment.
