How to Leverage Video to Get Better Clients
Content marketing has grown and emerged as one of the best ways to brand and grow a business online. It encompasses a variety of things such as blogging, social media and the use of videos. Interestingly, video is now the most significant form of content marketing with an explosion of consumers watching video on mobile phones and social media.
Businesses across the board are currently using videos to promote their products and services. A good video marketing strategy can help you to generate leads and grow your client base.
Keep reading for tips on how to use video marketing to grow your law firm.
Why Use Videos?
As of now, videos constitute almost 80% of the consumer traffic generated from the internet, consumer love to watch videos. Secondly, an estimated 400 million people watch videos on their social media platforms such as Facebook daily. This figure shows how the consumption of online videos is a big deal.
If you are not using video in your marketing, you are losing potential clients. However, it is never too late to give it a trial. Employ a video strategy to boost your numbers and generate qualified leads.
Come Up With Reasonable Video Marketing Objectives
The video marketing goals differ depending on the type of business and the marketing goal. It may be meant to generate website traffic, improve awareness, or generate leads among many others.
The overall business objective should guide you when creating your marketing videos. When videos are well utilized, achieving a set target is relatively easy.
Ideas for Video Content That Your Law Firm Can Leverage
Depending on your budget and economic capabilities, here are some video content ideas that your law firm can leverage.
Video Ads – a web or social media ad directly featuring services your firm offers
Narrative Ad – a dramatized ad featuring actors playing out a scenario with services your law firm offers
Video testimonials– these are video clips of happy customers raving about the services you offer
Documentary – these are behind the scenes looks at your law firm, with a subtle reference to the service you offer
Explainer videos– they are short videos that explain a service, these are great for introducing people to the different services your firm offers – be sure to keep jargon to a minimum
Q&A Videos – these are frequently asked question videos based on services your law firms offer. For example, divorce, child custody, etc
Video Interviews – interviews with lawyers in your firm about legislative changes, cases, tips and more
Live Videos – Consider going live on social media sites such as Facebook, Instagram, and LinkedIn so that viewers can get a firsthand view of your firm with behind the scenes views in the office and other events that can help build trust and authority.
These, among many others, will be of benefit to your law firm. Make the right choice to attract a reasonable customer base. Be sure to include a CTA (call to action) in every video.
Identify Platforms Where You Intend to Publish Your Videos
In the planning phase, you have to identify appropriate platforms for your videos. Videos on social media often generate more traffic as well as engagement. On the other hand, your YouTube channel is meant to reach a wider audience, thus boosting views. Blogs should generate more traffic and a higher conversion rate. Your choice of marketing channel should be in line with objectives and available resources. Here is some more information about the different video platforms.
YouTube – Known as the biggest and most popular video platform online, it is also the second-largest search engine in the world after Google. With around 2 billion users, YouTube is not a platform you want to ignore. YouTube is perfect for uploading longer videos and for directing potential clients to your website. Use SEO optimization to get the most out of your YouTube videos.
Facebook – Videos on Facebook often get high organic reach through the newsfeed. Pre-recorded videos can include your ads, testimonials and documentaries to name a few. Live video is a great opportunity to interact with your current and potential clients, be sure to pay attention to the comments section during the video to increase engagement. This is perfect for Q&A sessions or interviews with your lawyers, plus you can save the live video on your feed and continue the engagement.
Instagram – As a primarily visual app, there are several options for video including pre-recorded, stories, live stories, and IGTV. The pre-recorded videos on your Instagram feed have a time limit of 60 seconds, meaning your videos need to be short and straight to the point. Stories are a great way to show behind the scenes at your firm and appear at the top of the Instagram feed, however unless you save these videos to a highlight they will disappear after 24 hours. Live stories are another great option for Q&A sessions. IGTV, on the other hand, is a great place to conduct a series of interviews or informational videos for your audience.
LinkedIn – Recently LinkedIn has really embraced video, making it possible to upload directly onto your LinkedIn page rather than just sharing a link. Keep in mind that LinkedIn is a professional networking site, documentaries, interviews, and explainer videos are often well-received. When uploading a video onto LinkedIn be sure to use the appropriate topic hashtags and tag any interviewees in the post.
TikTok/Snapchat – These are both video platforms used largely by teenagers and younger adults. With these sites, short videos are used to build brand awareness and videos need to be creative and fun to get the attention of these viewers.
Proceed to Create and Promote Your Videos
At this era of technological advancements, it has become possible to create a video without using expensive equipment. With a smartphone, you can record a video and be able to use it for marketing purposes. You can also use video editing apps and simple software to edit and enhance your desired video.
As you grow, invest in additional equipment such as tripods that can grow with you. Once you upload the videos, monitor viewer behavior, respond to comments and build on it.
Video marketing can be an excellent asset to your law firm. When videos are appropriately executed, they can enhance every aspect of your marketing. Upload the right content for your targeted audience. Be consistent, and you will achieve the much-coveted growth.