Video content is essential for a law firm’s marketing strategy. Over 85% of marketers say video content is essential for marketing. The video engages and captures the attention of website visitors. Having said that, it’s not easy to create or optimize videos.
Here are some tips to help you create quality video content for your law firm’s marketing campaign. These ideas and suggestions can be used on all platforms and websites: from the company’s YouTube channel to Instagram.
1. Use video SEO
SEO doesn’t just apply to written content on your law firm’s website. This also applies to videos. When uploading a new video, don’t forget to include tags, descriptions, filenames, and keywords. There are many video SEO guides out there.
2. Identify your goals
Before recording anything, know what your goals are and what you want the reach of your videos to cover. Would you like to make more videos on family law issues or focus more on criminal defense? First you need to know what to focus on and create a plan from there. Do you want to generate new leads or develop a larger audience? What you are recording should focus on what you are aiming for.
3. Schedule your video content
If you are planning to create a video library, it should be organized in a proper way. Part of this process is scheduling your videos. Be consistent in recording your videos, whether daily or weekly or on another schedule. Planning content in advance adds consistency to your creativity, upload, and promotions. You don’t need to do it manually. Use tools like Meet Edgar or even Buffer. And to organize all of your general content in one place, you can always give Trello a boost.
4. Use models
If you don’t have a lot of experience with video content, it’s worth considering models like Instagram models. Instagram templates can turn your business video story into something compelling to watch. If you don’t have any video editing experience, check out online editors like Canva.
5. Make your videos attractive
Videos from your law firm’s boardroom or wall awards, while telling a success story, are not engaging to a website visitor. You want to create videos that grab the attention of your target audience and keep them coming back for more and eventually hire your business.
In other words, the video needs to connect on an emotional level with those who are watching it. For example, for a family law firm, create a video that connects on an emotional level with parents facing divorce. These are your existing and potential customers, the ones you want to convert.
6. Create educational videos
Videos are not just entertainment. They are educational and relevant. Relevancy is a critical part of any video posted by your business.
7. Implement ACTs
Video content should contain a dynamic call to action (CTA). Unlike popular advice to only use CTAs on a homepage, use CTAs in videos, page content, blogs, and all visual content on your website. Tell viewers how to follow your business on other social media platforms, how to request more information. CTAs are the best way to retain your existing customers and increase your conversion rates.
8. Focus on storytelling
Remember not to focus on selling services, but rather showing how valuable your services are. Narrative and engaging videos are a great way to grab people’s attention. They are memorable and bring visitors back to your business site.
9. Promote your content
Now that you’ve done all the work and created some videos based on dynamite stories, don’t forget to promote the content. Think outside the box and target your target audience by boosting videos on Instagram, Facebook, YouTube and other social media platforms. Remember to post your videos in blogs, articles, and on your business website.
10. Evaluate your content strategy
One more thing to remember is that once you’ve established a content marketing strategy, evaluate it periodically to see what you could do better or differently. If you do the same for too long, it gets old and stale.
Creating videos regularly is a challenge; However, there are so many different and interesting stories that can be told in the legal arena that it can be easier than you think.