Technology is changing the way businesses approach clients. In this fast-paced world, chock-full of apps, videos, and social media, it is a challenge to rise up and be noticed.
Legal services are no exception. Old school marketing methods such as exchanging business cards and word-of-mouth recommendations need to be amplified with something that gives a much stronger impact. These days, videos and social media presence spell the difference between being just another law firm or the one that clients seek. In the second of this two part series, we’ll examine how lawyers can use videos to convey their message.
No, we’re not talking about creating a video ad that reeks of a bad infomercial with poor acting and exaggerated scenes. Please, let’s not relive late night tv in the 80’s & 90’s. Commercial advertisements are usually made for entertainment purposes. A lawyer who needs to advertise his services should present an image that is professional, authoritative, and knowledgeable.
Think about the way people make documentaries – that is the idea. A legal marketing video should be informative and compelling. It is something that draws you in, makes you reflect, and leaves you craving more. That is, ladies and gentlemen, what we are trying to achieve here.
Why Videos Work
Now if you’re wondering if producing a video will be worth your precious time and effort, here are some facts that may surprise you, but will definitely enlighten you:
- Since 2013, businesses are shifting to video content creation as a crucial marketing investment. 70% of today’s marketers believe that videos make their content more noticeable.
- In the same report, a survey from Nielsen revealed that 64% of brands are now using video content as their primary tool for web marketing. In short, videos are now an essential part of attracting clients online.
- Google ranks web pages with videos on top of their search results. In a 2009 study conducted by Forrester, it was concluded that video content are 53 times more likely to turn out on the first page of the search results. Today, it has not changed much, Google algorithms still place a high ranking value towards informative content, especially videos, so if you want your firm to move up to the first pages of Google – create videos.
- Youtube has now over 1 billion users. It dominates one-third of the internet, which means more people are watching online videos than ever before. If you want to be seen, heard, and known, then by all means, be on Youtube.
- In the latest forecast issued by the Cisco Visual Networking Index, he global video traffic generated in the internet is already up to 73% last 2016. It is presumed to rise up to 82% in 2021, which means that majority of the online users are watching videos more than other internet activities.
The Future (and Present) is Mobile
Since mobile devices are now a main part of people’s lives, you can reach your target clients faster through their phones. According to the data collected by Ooyala from various telecommunication channels in 2013, 41% of video consumption was spent on mobile phones. That percentage is expected to rise in 10 years, as mobile devices become more advanced and sophisticated, and every bit entrenched in our daily lives. If you make your videos easier to watch on smartphones, then you will have the power to captivate your audience.
To put it simply, someone watches it, likes it and shares it. Another person might even save or bookmark it. Either way, the video contains your details that are viewed on someone’s phone. Yes, that phone which will be used to contact you. See the connection? That’s it.
Scientists at MIT discovered that the human brain responds to images in as little as 13 milliseconds. The human brain processes images faster than other types of data, so this strengthens the use of videos to deliver the messages that you want to convey.
This also means that if you’re going to captivate your target audience or prospective clients in those first few seconds, the pressure is on to make your video as interesting as possible.
10 Tips for Effective Legal Marketing Videos
- Write a script relevant to your practice and study it well. Focus on the content of your message. Don’t forget to include a strong call to action.
- Limit the length of your videos, ideally between 15 seconds to a maximum 2 minutes, to avoid boring your audience. This is video marketing, not a lecture. You can create a video series if you want to cover more topics.
- Avoid discussing your educational and professional background. Your clients will get to know it once they become interested. But right now, concentrate on how you can solve their problems.
- Less is more – as much as you can, avoid music with lyrics or overly prominent features which may distract the viewers from understanding your message.
- Speak clearly. Avoid legal jargons that only you and your associates can relate to. Carefully choose positive words especially when discussing facts.
- Record the video in a well-lit area.
- Remove background noise, clutter, and distracting objects around you.
- Talk directly to the camera. Speak calmly and naturally as you would upon meeting your client face-to-face. This gives a personal feel to your video.
- Place your video recording device on a stable, non-moving holder or tripod. A blurry and shaky video will cause an amateur effect on your message.
- Call a videographer for a smoother, professional video production. This will enable you to focus on delivering your message well, instead of worrying how the video will turn out. You will benefit more from the better production value.
Still unsure about the benefits of legal marketing videos? Take a look at these facts:
- In a B2B Video Content Marketing Survey partly conducted by The Web Video Marketing Council, 73% of respondents have reported an increase in their ROI after producing informative videos.
- 74% of the US millennial population now views videos as a tool for making decisions about using products and services.
- Legal firms who are now promoting their services through videos see 49% growth in revenues than their traditional competitors.
Simply put, video marketing can increase your firm’s search results up to 157%, while it can generate up to 1200% more views and shares on social media than text and photos combined. So what are you waiting for? Start making your own video today.