Legal Video for Small and Solo Firms
Is this the year that you finally take control of your firm’s marketing?
Many times it’s not what you sell, it’s how you sell it. If your goal is to attract high-value cases and high-quality clients, why would you expect them to hire you based on a low-quality video? Quality brands attract quality clients, and your video content needs to reinforce the power and prestige of your practice in order to convert quality cases. How many legal videos have you seen that are just talking heads on a very poor produced green screen? Too many. Guess how many have your clients seen? Many lawyers will simply throw anything up on their website that they filmed in their living room using the front-facing camera on their iPhone.
A video marketing investment is exactly that: an investment. Unfortunately, too many law firms base their video marketing decisions on cost rather than results.
Lawyers love video, when they don’t have to actually worry about producing the actual video.
There’s no denying that people who are successful in business rely on consistency.
Set your Legal Firm Apart
There are more legal options than ever and failure to separate your law firm from the competition means missing out on high-value cases and referrals. Your brand is the differentiator in an industry where almost every legal firm seems identically bland. An emotional connector that humanizes you and your law firm across the board is Video.
It’s no longer just one piece of your overall marketing plan. It’s central to your outreach and campaign efforts … especially your social strategy.
Why is this important? Well, if you aren’t creating video, you’re likely falling behind.
What kind of videos do you need to stand out?
1. Legal Brand Video
Having a brand video is a great way to showcase why you’re the best choice for your audience. It will serve as a visual introduction, allowing people to become familiar with what exactly your practice has to offer in terms of representation. These are videos that are introducing the visitor to the firm and look like a television commercial.
2. FAQ/Educational/Services Videos
Having a series of FAQ-style videos can set you apart as a thought leader in your market, providing valuable insights and information to prospective clients and people looking for answers to legal questions.
3. Testimonial Videos
Testimonial videos visually showcases the success of your past cases. Who’s reading the series of written testimonials on your website? How do we even know they’re real? These videos assert your authority in the market, convey trust, and build confidence among potential clients considering choosing you to represent them.
Testimonial videos should:
- Showcase a real-life client story that demonstrates how your firm helped that client prevail through a difficult time.
- Provide hope and confidence to viewers who may share some of the same struggles as the client sharing his or her story on screen.
- Spotlight what it’s like to be a client represented by your law firm.