Lawyers need video. Period.
That’s what it comes down to.
Video marketing is overtaking everything. According to SmartInsights, “In 2020, 92% of marketers [said] that video is an important part of their marketing strategy. This has grown from 78% in 2015, showing that the importance of video is only growing.”
These are just a few of the types of video that can come in handy for an attorney.
Seven Types of Video Every Law Firm Needs
1. The Client Testimonial
The client testimonial video is crucial in your series of marketing techniques. Getting real clients to testify to the fact they trust you on camera means a lot. The client testimonial video helps to build confidence in the viewer. If you want to attract bigger and better clients, recommendation from past clients is the highest favor one can attain.
Showing specific, tangible results is key to a successful client testimonial. Your content will stand out if it’s raw and real. Authenticity is crucial to providing an environment that sells the products and or services.
Take your customers on a journey that will differentiate you from your competition for prospective leads. Lead with an air of exclusivity and emotion. Establishing an emotional connection with your prospective leads will convince them to purchase from you. Feature different target customers so that your audience identifies with the people on screen.
And most importantly, in my opinion, make sure you have good production quality, which includes good picture, sound, music, and graphics. It’s important to have good lighting and get a good makeup artist to make the natural talent feel more at ease. It’s also important to have a good director to coach the talent into feeling comfortable on set, as these are real people and not actors.
2. The Explainer Video
The explainer video is helpful and important for getting the types of clients you want to represent. It’s important to have the end goal in mind when producing this video because of the shortness in length.
What do you want the customer to do when the video is over? Request a proposal or quote? Or fill out your contact form? One way to determine this objective is to write a purpose statement, for example: “To drive traffic to my contact form,” or to “have a customer request a proposal.”
The next step is to determine your audience. You need to speak to a specific audience. The video is doomed to failure if you don’t choose a specific subset of customers because of the very nature of the explainer video is so condensed. Whose needs are you most trying to fill?
Then, you shape your story. You want to take the time to really crack into what problems your customers are most likely facing. Then you create the perfect solution to their problem and show how it will dramatically improve their life.
Explainer videos tend to have four common storytelling formats: animation, live-action, screencast video, and whiteboard drawings. Each has pros and cons. Animation is the most versatile but also the most expensive. Including a live-action person can help build an emotional connection between your audience and the significance of what you’re communicating. Screencast video is best for showing software in action. Whiteboard drawings are good when you’re trying to communicate a bigger topic within the context of its smaller parts.
3. The Social Media Video
The social media video is a short video that gets straight to the point. It’s strictly advertising. Social video gets more shares than text and static images combined. It also encourages more views, tags and comments, which can help you get noticed on platforms like Facebook, Instagram, and Twitter.
It’s important to set objectives, unlock your audience, and measure results. Each social media video should have a defined purpose. Your social media video strategy starts with knowing your audience inside and out. Make sure you’re hitting your goals for social.
Some of the best videos for social media are Interview/Q&A, Behind-The-Scenes, Feature/Product Video, Live Videos, Promos and Deals, User-Generated Content, Giveaways and Contests, Announcements/Reveals, Events, Breaking News/Trending, and Tutorials/How-Tos Videos.
4. The Website Video
The website video is a video that sits on the homepage of your company website and provides a general overview of the practice as a whole. This video is what clients will watch first before ever reading or looking at anything else on your website. When a customer is making an important buying decision online, they’re ten times more likely to watch a video first. Videos are the quickest and most efficient way to digest information.
This video should detail what their website and company mission statement is all about. The personal touch should be felt in this video. When watching this video people working for the company are genuine, personable, helpful and great at educating their customers. It helps to have a clear storyline, and a clear and concise message.
5. The Tips Video
The tips video is a video that offers tips from the experts. If you’re a DUI attorney, you might want to make a tips video on what to do and what not to do at a traffic stop. If you’re a custody attorney, you might want to explain the different stages of a custody case. A tips video can live as extra content on your website. It can further explain things visually to your customers that they don’t want to read.
Video-based learning is a creative and interactive instructional strategy. Tips videos facilitate thinking and problem solving. When learners use multiple senses to perceive the depth of a concept, it allows for more cognitive connections. They also demonstrate procedures to assist in mastery learning. For example, videos are a great way to demonstrate case studies, and can be used to reinforce information explained in text. Tips videos are ideal for visual learners and can use animations to communicate abstract/visual concepts. Tips videos can demonstrate the “How-to” and “How-not-to” effectively.
6. The Bio Video
The bio video is a video that tells biographical information about the attorney as a person. This video gives potential customers a chance to see the more human side of their attorney. Sharing information about one’s background, education, experience, and family life can be inviting to clients.
I recommend having the bio video on the “About Us” page of a website. It can be helpful to have multiple bio videos for all members of the practice. This is a great way to get clients to feel comfortable before ever meeting you in person.
Know your message and take a stand. It’s a chance to establish thought leadership, your individual point of view, and to communicate what you know and how you produce something of value. It’s important to stay brief, in my opinion keeping it under 2-3 minutes. It’s crucial to invest in high quality video production value with great content, perfect lighting and crisp sound. Your bio video says a lot about your brand, and it should represent the very best in quality. Make sure you dress for the occasion, avoiding stripes, prints or busy patterns, and have a good quality make-up artist. Make sure your setting reinforces your brand and be aware of what is in the frame.
I can’t say this one enough, maximize your distribution of your bio video. Post your video to multiple sites like YouTube and Vimeo. Include your bio video in your LinkedIn profile and your personal blog. Maximize the return on your investment and show off the fabulousness of what you’ve produced to represent the best in you and your brand.
7. The Paralegal Video
The paralegal video is a video detailing a paralegal’s point of view of the practice as a whole. A lot of times, clients will interact with their paralegal more often than they interact with their attorney.
Paralegals enhance the marketability for the firm by creating a culture of thought leadership. When you advertise that both your attorneys and paralegal staff are certified and have competence when it comes to their specialization, clients will believe they have the experience necessary to handle the most complicated cases and legal issues.
Clients want their cases handled by experienced professionals. Certified paralegals have additional training on how to handle clients and keep retention strong. They make clients more likely to elicit referrals, the cornerstone of any thriving law practice. Getting their point of view on camera is priceless.
All in all, getting video out there is key. SmartInsights found that, “According to 88% of marketers, video marketing provides them with positive ROI. When you consider that only 33% said the same in 2015, it shows that consumer sentiment toward videos is much stronger now.”