Are you struggling to engage potential clients and increase conversions? Do you find that even the most thorough and well-written legal content isn’t quite cutting it? If so, it’s time to consider incorporating video into your branding strategy.
There are tens of thousands of personal injury firms in the United States. With these numbers, it’s easy for a skilled firm to get forgotten or overlooked.
As law firms compete for clients’ attention in an age of constant digital distractions, video marketing for law firms has emerged as a powerful tool to capture viewers’ interest, establish a strong brand identity, and stand out from the competition. From social media platforms to website landing pages, video is a versatile and effective tool that can be used to create an engaging brand experience.
If you’re not sure whether the video should be part of your law firm’s branding strategy, these reasons might convince you otherwise:
Your Brain Prefers Watching Videos
If you’re considering whether your firm should incorporate video into a branding strategy, keep this statistic in mind:
Our brains are hard-wired to prefer video. With only 8-second long attention spans, would you expect anything different? So while long, in-depth legal articles have their place, it’s no surprise that it’s less likely to engage a potential client, in the same way, a compelling three-minute video will.
Increase Your Reach and Audience Potential
In the age of social media, video content has become a critical tool for law firms to connect with potential clients and grow their businesses. Platforms like YouTube, Facebook, LinkedIn, and TikTok offer a powerful way to share videos with a broad audience, and because videos are highly shareable, they have the potential to reach far beyond a firm’s immediate network.
In addition, videos are being consumed the most. As high as 93% of Internet users consume videos! See for yourself:
Do you want to unlock the potential of your law firm’s video marketing strategy? Learn how to take advantage of the TikTok market.
Build Your Brand Authority
Hand-in-hand with developing a brand strategy is building brand authority. Brand authority is the level of expertise and trust that clients associate with your brand.
Attorneys have unique opportunities to build brand authority.
Think about it – when potential clients come to you, they’re looking for help and information about their legal situation. By creating videos that provide valuable insights and solutions, you can establish yourself as a trusted authority in your area of law. And, after watching your videos, if your client found your insights helpful, they’re more likely to seek out your services in the future.
Plus, not all law firms are using video in their branding efforts, which means that by incorporating it into your strategy, you can stand out from the crowd and differentiate yourself from competitors. Video can showcase your expertise and unique value proposition in a way that text-based content simply can’t.
Tip: Interested in learning more about establishing a legal brand? Uncover the Top 5 Legal Marketing Strategies that Will Grow Your Law Firm Fast.
Let’s be real here: attorneys don’t always have the best reputation when it comes to being warm and personable. While it’s not necessarily their fault, barriers to entry and the conflict-oriented nature of the profession have left them with a reputation for being cold, distant, and excessively professional, to the point of being alienating. But, it doesn’t have to be this way!
Videos can counteract these negative impressions by humanizing attorneys and reminding clients that they are speaking with a real person who can empathize with their problems. By incorporating a face, voice, and personality into their legal brand, attorneys can increase their trustworthiness and make clients more likely to want to work with them.
Let’s take a look at some pointers for humanizing yourself in your firm videos:
- Don’t be afraid to have a sense of humor. It’s refreshing!
- Use conversational language. Avoid using legal jargon and complex terminology that might confuse or intimidate your audience.
- Incorporate client testimonials. Including testimonials from past clients in your videos can help potential clients understand the positive impact you’ve had on people’s lives.
Takeaway: Embrace the Power of Technology!
As the popularity of video content continues to grow, it’s clear that incorporating it into your law firm’s branding strategy can have a significant impact on reaching and engaging potential clients.
Don’t let fear hold you back from incorporating new technology and strategies that can take your law firm’s branding to the next level. And if you’d like a helping hand or want to ask more questions – we’re here to help.