Placing bets: Is video a worthy tool to grow your law firm?

As online video continues to gain popularity in the legal industry and the marketing industry as a whole, is it really creating the value lawers are hoping for? And, is a legal video a safe bet for your hard earned marketing dollars?

Digging into the issue, I scoured scores of studies, statistics and emerging trends from around the video marketing industry to determine:

  • Is video effective for driving engagement and results?
  • How are marketers adopting video?
  • Are video use and consumption increasing or decreasing?

My key takeaway: online video is driving a monumental growth opportunity for law firms, and here’s the research to back it.

The statistics

  • Businesses that use video grow revenue 49% faster, see 41% more traffic from search, 35% higher web conversion rates, and 27% higher click-through rates than non-users
  • Landing pages with video convert up to 80% higher than those without
  • Cisco predicts that video will account for 82% of all internet traffic by 2020
  • 4 times as many consumers would rather watch a video online than reading about a product or service
  • The average cost per marketing-generated lead is 19% lower for companies that are using video
  • 96% of viewers find video helpful when making purchase decisions online
  • Adding video to your social media mix means audiences are 10x more likely to engage and share your post
  • 90% of users say videos are helpful in the decision process

Quality legal video allows small to mid-size law firms to compete with national law practices and their bigger marketing budgets. It levels the playing field by increasing visibility, user engagement, and online conversion rates without the recurring expense of pricey TV commercial slots required in the past.

Furthermore, video allows potential clients to connect with your firm before even stepping foot in your office. It builds trust and encourages prospects to take the next step: contacting your firm.

Here’s a quick example… If you were seeking legal help and came across this video on an attorney’s homepage, would it influence your decision to call and/or hire?

For decades, push advertising was the norm as broadcast media, print, and word of mouth were the main advertising mediums. Now, strategies have diversified. Websites and content marketing help pull potential clients in via search engines and social media networks aided by the effectiveness of keyword-researched, quality content.

You can now provide value and immediately establish yourself as a trusted resource through a computer screen. You can engage potential clients 24/7, 365 days a year.

Facebook’s Mark Zuckerberg recently stated, “I want to start by talking about our work around putting video first across our apps. People are creating and sharing more video, and we think it’s pretty clear that video is only going to become more important. So, that’s why we’re prioritizing putting video first across our family of apps, and taking steps to make it even easier for people to express themselves in richer ways.”

Due to video’s popularity, search engines have begun ranking quality video content higher in searches and including video thumbnails among search engine results pages (SERPs).

Learning to harness the power of video via your website and social media channels can have an incredible impact on a law firm’s bottom line.

For a quick case study, Nebraska Veteran Benefits practice Berry Law Firm’s wildly successful Facebook video ad campaign. In the months following the release of the firm’s legal branding video, Berry Law Firm partnered with Crisp Video Group to share their video content via Facebook to drive user engagement and new client conversions.

In the months following the campaign, Berry Law Firm’s video has garnered 300,000+ views, 2,300+ shares, and 3,700+ likes. Furthermore, the past and potential clients are engaging with the firm, inquiring about services, and giving testimonials about the firm’s service. Here’s a quick snapshot of the conversations taking place on their feed:

If produced and implemented correctly, attorneys are seeing incredible results with high-quality video content. As leading experts continue to agree, video isn’t just an effective investment for law firms – it’s good for businesses as a whole.