According to Forrester Research, a minute of video is worth 1.8 million words. Will your video say the right ones?
At this point, it should be understood that having a video presence is an essential facet of your marketing strategy. But, simply having video in your marketing plan isn’t enough to differentiate you from your competitors. What can differentiate your practice, however, is the quality of your video marketing.
There are a lot of firms that create video content, but few that create engaging and effective video. How effectively can you tell your unique story, and how can you make that message resonate with your audience? Storytelling is what separates an average video from a meaningful one, and that’s where you can make your firm stand out.
Every aspect of your video content is a direct reflection of your brand, and each piece of your story needs to build a connection with your target audience. People connect with brands on an emotional level, and your video content needs to build confidence and trust that you are the perfect attorney for potential clients’ needs.
Your content needs to be engaging. Visually, does your video support the prestige of your brand? Are there client testimonials for your viewers to connect with? Can your audience get a sense of what makes you you and why you’re the best firm to trust?
Here’s an example of a legal brand video:
Will Your Videos Bring Results?
Here are some questions you should ask yourself to determine if your video is poised to drive results:
- Does it tell a convincing story that connects you with your audience?
- Is the background dull or visually engaging?
- Is it filmed with a professional, high-resolution camera?
- Is there music to set a tone?
- Does it engage your audience and direct them to take action?
While aesthetics play a major role in your video’s success, you also have to consider technical aspects (read: SEO) such as Google’s ranking preferences. Keyword choices, video titles, meta descriptions, image thumbnails, and more come into play when creating successful, well-targeted content. But it’s not enough for your content to be found, it also has to connect and engage.
By following these tactics, you can put yourself in the best position to achieve strong results for your firm.
1. Use Video to Drive More Visitors to Your Website
One of the first steps to attracting new clients is to make them aware of your practice. Cue video marketing.
Behind Google, YouTube is the second-largest search engine. The kicker? Google owns YouTube. As can be expected, Google favors video content from YouTube when it comes to indexing and ranking pages in organic searches. If you weren’t already sold on video, here’s a statistic you need to know: pages with videos are 53 times more likely to rank on Google first-page search results and generate 41% more web traffic than text-only pages.
In today’s crowded SEO world, one way to produce effective content is to start by focusing on long-tail searches. For many law firms, it’s too costly to attempt to rank for broad terms. The trick is to hone in on your target audience. Conduct keyword research to determine what your audience is searching for, and tailor your content to answer their questions and establish your firm as a trusted resource.
If keyword research shows that commonly searched phrases for finding a personal injury lawyer are “how to find a lawyer for an injury in Miami” or “what kind of lawyer should I hire for an auto accident,” your FAQ titles should match those exact search strings. The more targeted your content is, the more effective it will be.
Once you’ve chosen video topics and created your content, it’s time to optimize your video titles. Match your titles to the exact search strings that your audience is searching for. This will ensure that your content has better visibility when potential clients search specific questions related to your practice.
After you have optimized your video title, be sure that your video descriptions and tags incorporate targeted keywords as well. Upload a custom thumbnail for your video (bright, high-contrast images that feature people’s faces perform best), and you can even create targeted ads that run before your competitors’ videos that rank for the same search terms.
Pro Tip: Go to “Creator Studio” in YouTube, click on channel settings, click advanced settings, and uncheck “Allow Advertisements” to prevent competitors from placing ads before your videos.
2. Use Video to Drive Higher Search Rankings
Hosted video content has the ability to organically rank more than once on Google, furthering your ability to drive more traffic to your website. How? Online video content can be promoted across multiple channels, increasing the effectiveness of your video marketing campaign.
Pages with video can rank organically on Google via YouTube, your firm’s website, and blog posts. If done correctly, it is possible to rank as the top 3 search results for a single piece of content. Here’s what that can look like:
By tripling the visibility of your video content in a search result, you triple the visibility for your practice. Now, imagine if you had a steady stream of FAQ content tailored specifically to your target market’s key questions. The potential is endless.
3. Use Video to Convert More Clients
After driving video viewers to your website with FAQ and educational content, the next step is to further your brand positioning and reinforce your firm’s message. One of the best ways to do this is with a high-quality brand video.
Brand videos are 2-to-3-minute videos that highlight your practice and what makes it unique. Taking more of a story-based approach than educational FAQ content, brand videos engage, educate, and entice potential clients with your story. Who are you? Why should people trust you for their legal needs? What makes you the best choice for representation? This is your time to convert a qualified lead into a retained client.
Remember, your brand video serves as a direct representation of your firm – so it should be of the highest quality. The quality of your brand video serves as a reflection of the quality of your firm, and everything must tie in to create a convincing picture of your skill, passion, and conviction. This is where aesthetics and a focused message come into play.
What is the core focus or goal you want to get across to a potential client? The story, tone, coloring, and background music all should work together to relay this message to your audience.
The success of brand videos lies in their humanizing touch. They drive connection, and by inviting prospective clients to connect with you and your practice on a deeper level, you further their trust and build confidence in your ability to represent them as their legal counsel.
Including a high-quality video on your homepage has been proven to increase conversion rates by nearly 300%, and will increase a visitor’s time on site by an average of 2 minutes. Furthermore, 57% of clients say that video increases their confidence in a legal firm.
Quality video content not only spurs extended contact with your brand, it also encourages higher engagement rates, better client confidence, and it increases the overall likelihood of potential clients hiring your firm.
Pro Tip: Use Schema markup (code that structures data to help search engines return more informative results for users) as an SEO tool to increase search rankings when embedding videos in your homepage.
4. Use Video Quality as a Key Differentiator
Low-quality video is one of the greatest pitfalls that many law firms face when producing video content, and it is a common make-or-break point for the success of video marketing campaigns.
Amateur content suggests amateur capabilities. According to Brightcove, 62% of consumers are more likely to have a negative perception of a brand that published a low-quality video, and 23% would hesitate to purchase from the brand.
Poor-quality video marketing leads to a poor perception of your brand, which in turn leads to poor results in marketing efforts. Low-quality videos are not only ineffective, but they can actually deter potential clients from engaging with your firm. Invest in quality, and you invest in your brand.
It’s not enough to just use video marketing in your marketing strategy, you have to use it in the right way. Your message needs to be tailored to fit your brand, answer questions that potential clients are researching, and most importantly, engage viewers to take the next step by hiring your firm.
While these 4 reasons only begin to scratch the surface of the power of video marketing, they paint an effective strategy for several of the ways that high-quality video can be an effective tool for growing your practice.
A Video Marketing Success Story
Nebraska criminal defense attorney Dan Stockmann is a perfect example of how video marketing drives results. In a classic story of David versus Goliath, Stockmann’s young firm was (and still is) pitted against a much larger, established practice with more personnel and resources.
He knew he needed to grow his online presence, differentiate his firm, and improve his search rankings to increase his firm’s visibility and ultimately bring in new (and higher quality) cases – but how he was going to do it?
Dan turned to video marketing. After producing a high-quality brand video for his homepage and a series of FAQs/educational videos (all on data-driven, keyword-researched topics), and implementing these within a strategic marketing plan around the videos, Stockmann’s revenue increased dramatically. His market share jumped from 5% to 25%, and his average case value increased from $1,000 to between $10,000 and $15,000+ – all within the first year of implementing his video marketing plan.
In Stockmann’s words, “Making the commitment to invest in video marketing was pretty scary. The investment was as much or more than I was used to grossing in an entire month.”
After his first year, here’s what he had to say, “My revenue from 2014 to 2015 increased 80%. The first month my brand video was up and running I netted over $50,000 in additional revenue. This gave me the ability to really devote time to my clients and provide more services to them than I was capable of doing before.”
Stockmann’s story is just a single testament to the results that a well-produced, perfectly targeted, and properly optimized video marketing strategy can generate for a law firm. By following these tactics, you can put yourself in the best position to achieve strong results for your firm.
Create quality video content that tells a story and positions your brand the right way, and you will effectively use video as a tool to attract new clients and grow your practice.
Michael Mogill is the President and CEO of Crisp Video Group, a national legal video marketing company that produces high-quality and engaging legal videos for attorneys all over the country. His company helps attorneys get noticed, build their brand, and attract more high-value cases. He has been featured in Forbes, Avvo, ABA, The Huffington Post, and The Wall Street Journal. Contact them today at email@example.com. Visit them online at: http://www.crispvideo.com/legal.