It’s not enough to simply put a video up on your firm’s website, pat yourself on the back and get back to the business of being a lawyer. The only way to truly maximize that video you spent so much time perfecting is by making it part of a concerted marketing effort. Here are some steps to using your video to generate new clients.
- Make sure your lawyer video mentions your firm’s name frequently and contains contact information. This sounds basic, but if it’s forgotten, it can render almost your video completely ineffective. It’s a staple of lawyer video marketing: whether it’s a testimonial, informational, or introductory video, it needs to refer to your firm by name several times, and have contact information in the last frame—even if the video is only hosted on your own website. Not sure why? Then read on . . .
- Try to get your video placed on other websites. The more places your lawyer video appears, the more exposure you and your firm will receive—and the more chances you’ll have to generate legitimate leads. This means, of course, that your video should be of interest to more than just yourselves and your current clients, so think about developing a number of informational videos for broader consumption. You should also look into posting your videos on an online legal video directory, which allows potential clients to research a number of law firms in one place. In addition, don’t neglect legal marketing websites or blogs, which may be interested in showcasing particularly well-done videos. While few prospective clients visit such blogs and websites, you may attract the attention of other law firms, which can lead to referrals.
- Use your videos on social media websites. Social media websites are another platform on which you can raise awareness of your firm through marketing. Again, this will likely lead to few direct leads, but the extra exposure will create a more favorable environment for your firm. In addition, your lawyer videos will provide more content for your social media profile—and the more content you provide, the more valuable that profile becomes.
- 4. Think outside “online.” Yes, you need to aggressively promote your lawyer video online, but more prospective clients will come online to look for you and your videos if you ask them to through more traditional marketing platforms, such as print and radio advertisements. It can be as simple as referencing your website’s URL, or as complicated as detailing the contents of one of your online informational videos.
- 5. Put a tracking system in place so that you can see how effective your video is. By tracking the number of views your video gets and how long the average viewer watches it, you’ll have a better idea of how well your video works at attracting and retaining attention. Obviously, the key metric you’ll look at is how much new business your video generates, but it’s difficult to determine that in isolation. The more information you have about how your video is used, the more you’ll know about what is successful—and less successful—about your video. And in the future, you’ll be able to tweak new videos according to what you’ve learned.
With these steps in place, you’ll have a foundation that will allow you to make the most out of your lawyer video