In 2016, video marketing allows law firms to speak directly to their prospective clients and referral sources. Whether you are just getting started or looking to create fresh content, how do you know if the finished product will be effective?
In a recent article, Crisp Video Group President Michael Mogill shares ways to help your law firm “create legal videos that help you capture new clients and cases.”
Below are a few of his tips:
- Storytelling: “Effective legal videos build trust and engagement by telling the story of your practice, encouraging viewers to trust you in their time of need. But highly effective videos do this by emphasizing the why of your firm — not just the what.”
- Production Value: In today’s world of HD and 4K videos, high-quality production is worth the investment. “Your video is a direct reflection of your brand, and it will be the first impression many prospective clients have of your law firm. According to Brightcove, 62 percent of consumers are more likely to have a negative perception of a brand that published a low-quality video, and 23 percent would hesitate to buy from the brand.”
- Part of a Bigger Strategy: Where to Share It: “One of the biggest mistakes law firms make is forgetting to consider how video content will tie into their overall marketing strategy.” Sharing on your website, YouTube, social media and email marketing will allow you more opportunities to connect with prospective clients.
If you want to start increasing your video marketing effectiveness, follow Mr. Mogill’s advice, “Contemplate how video ties into your overall strategy, focus on your audience, consider your unique value proposition, communicate this message with stories, and convey it all with well-produced video content.”
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