More and more firms are adding web-based law firm videos to their arsenals of marketing tools. If you’re one of them, then you’ve already seen some of the benefits: increased website traffic, more interest from prospective clients, and increased brand recognition among both prospects and peers. If you haven’t begun incorporating law firm videos or have but aren’t experiencing the above results, then you might need to change your approach.
Why should my firm use online videos?
- Law firm videos demonstrate that the firm has entered the 21st century. When searching for a firm, potential clients want one that will be able to use every advantage in pursuit of justice: technology is one of those advantages. Firms without online videos might have the requisite technological expertise, but with them, that firm is sending a clear message that the firm is up-to-date.
- It will reach a large audience. More and more Americans are doing their shopping online—and it’s not just for Christmas presents. Looking for professional services online gives consumers the ability to find reviews of their performance, and get help about how to pick and choose between providers—all without having to leave the house or even pick up a phone. With law firm videos, you’ll have one more way of putting out important information about your firm—including why yours is the best firm in your respective field.
- It won’t cost much. Unless you’re committed to professionally producing your law firm videos, then you can get away with simple, blog-like videos that cost next to nothing. While the quality of the video may not look professional, that’s not nearly as important as making sure that your firm comes across as professional: something with which that the video quality has nothing to do.
How can I maximize the effectiveness of online videos?
- Make it part of a broader marketing campaign. Law firm videos are valuable tools, but they shouldn’t work in a vacuum. Try to synchronize the release of your videos with other efforts to draw in prospects, such as print and radio advertisements, and make sure that you advertise your new videos in all of your promotional materials. While you’re at it, publicize your videos to any media contacts you have via email.
- Track its success. You need to know who is viewing your law firm videos, and why. If you’re not getting the kind of interest you anticipated, then you need to figure out why, and if it’s wildly successful, then you need to know exactly what works so that you can replicate it in your next video.
- Don’t make your law firm videos too commercial. Yes, visitors to your website want to know what services you offer, but they’re more interested in whether you’re knowledgeable, experienced, and professional. Consider shooting informational videos that demonstrate your knowledge, or testimonial videos that demonstrate what you’ve done for your clients. With a variety of types of videos, you’ll appeal to a broader base of prospective clients.
Including law firm videos among your marketing tool kit is just good business practice. In this day and age of technological innovation, there are few compelling reasons not to use this inexpensive tool–and a plethora of reasons to do so.