With online video traffic experiencing substantial year-over-year growth, research has shown that one thing is certain: people want video, and they will continue to consume it at a staggering rate.
However, using video isn’t enough; how you use video should be the focal point of your marketing efforts. Anyone can create a striking video, but the key to creating top-notch video content is crafting the message it reinforces. How effectively can you tell your story?
First, ask yourself what separates you from competitors offering similar services. Does this specialty or unique service connect you to current clients, or does it inform potential clients’ decisions to choose you over other lawyers? People are emotional beings, and your ability to connect your audience with your brand’s story is key to developing a powerful video marketing strategy.
Then, think about the look and feel you want to portray. Stylistically, is your video visually appealing? Is it filmed with a professional high-resolution camera, does it use background music to set the tone, and does it engage your audience and encourage clients to take action? The aesthetics of your video directly reflect your brand, and everything must reinforce the idea that your firm is the best choice for clients seeking legal counsel.
While your video content must look the part, the true mark of a high-quality video marketing strategy lies in the engagement it inspires. Does it speak to your audience? Does it bring you new clients?
Criminal defense attorney Daniel Stockmann is a testament to the effect that a well-conceived video marketing strategy can have. Here’s how video marketing changed his practice:
It’s the proverbial David and Goliath story. Stockmann’s young solo firm was competing with larger, more established practices with more manpower and resources. It was clear that he needed to take an aggressive marketing stance to gain ground on his main competitor, but what was the most effective way to do so? He turned to video marketing.
After producing a high-quality brand video and a series of FAQs and educational content, the results were impossible to ignore.
“My revenue from 2014 to 2015 increased 80%. The first month my brand video was up and running I netted over $50,000 in additional revenue. This gave me the ability to really devote time to my clients and provide more services to them than I was capable of doing before,” says Stockmann.
After running his video marketing campaign for 1 year, Stockmann’s market share increased from 5% to 25%, his average case value rose from $1,000 to $10,000–$15,000, and he was able to provide better service to his clients. With a well-produced, high-quality video marketing plan, Stockmann could achieve lasting results for his firm.
Using data-driven video marketing techniques, Stockmann put himself in the best position to achieve impactful results for his practice. You can do the same for your firm.
Here are 4 reasons why a high-quality video strategy is imperative to growing your practice:
1. Video can drive more qualified traffic to your website
YouTube is the second-largest search engine after Google, and Google owns YouTube. Therefore, Google heavily favors YouTube content when ranking pages for organic searches. Videos are 53 times more likely to rank on page 1 of Google’s search results, and they attract 43% of clicks on Google’s first page.
To bolster a video’s ability to rank, you should capitalize on long-tail keyword searches. By determining which phrases your audience is searching for, you can tailor your content to answer their questions and provide them with the most value. In short, you will increase your visibility.
Helpful content for this includes FAQs and educational or how-to videos that mirror popular search requests for your topic.
For example, if a common search phrase is “How to find the right personal injury lawyer,” create a FAQ video that matches that title, effectively serving it to people searching for that phrase. Make sure to include this long-tail phrase in your video description, tags, etc., to further improve your search rankings. Use Schema markup (code that structures data to help search engines return more informative results for users) to increase search rankings when embedding videos on your homepage.
By tailoring video content to reflect high-volume long-tail search terms and answering these questions with easily digestible and informative video content, you establish brand authority while increasing the visibility and trust of your firm’s legal services.
2. Video marketing can lead to higher search rankings
Your content can allow you to organically rank more than once on Google. How is this possible? Since online videos aren’t connected to a single post source, you can repurpose content and share videos across channels to increase the effectiveness of your video marketing campaign.
3. Video content can convert more customers
High-quality videos can increase a visitor’s time on a site by an average of 2 minutes. This means that video content can create a lasting impression on your audience. The best way to accomplish this is with a brand video.
A brand video is a way to tell your story, and you can think of it as the virtual face of your firm. Because your brand video will be viewed as a direct reflection of you and your practice, make a strong effort to craft an engaging message that resonates with your target audience.
Connection and personalization are key elements of the process, so it’s essential to humanize your story while highlighting your brand’s voice. Brand videos should focus on who you are, why you do what you do, and why you’re the best choice for representation. Storytelling is key. The goal is to inspire action, and this is your opportunity to convert passive viewers into prospective clients.
Brand videos are successful because they elicit emotion. It’s one thing to see an attorney’s sponsored post or banner; it’s another thing to hear it in his or her own words. The same goes for client testimonials. Which has more of an emotional pull, print testimonials transcribed onto a webpage or the audiovisual appeal of a former clients telling his success story on camera? We’ll take the latter every time.
Furthermore, 57% of clients say that video increases their confidence in a legal firm. Tell your story using a high-quality brand video to build trust in your practice.
4. Low-quality videos can hurt brand perception
While high-quality video marketing can improve brand perception, the opposite rings true for low-quality video content.
62% of consumers are more likely to have a negative perception of a brand with low-quality video, and 23% would hesitate to purchase from the brand.
Poor quality marketing on any front can lead to a poor perception of your brand, which, in turn leads to poor campaign performance. In short, low-quality videos are not only ineffective, but they can also deter potential clients from choosing your firm.
While these 4 reasons provide only a brief overview of the benefits of implementing an effective video marketing strategy, they do effectively paint a picture of how you can use video marketing to benefit your practice.
High-quality video marketing can:
- Lead to higher search rankings
- Drive more visitors to your site
- Keep visitors on your site longer
- Convert more visitors to clients
- Enhance and reinforce positive brand perception