Competition in the legal industry is getting fiercer. An effective video marketing strategy for law firms can help improve brand awareness, visibility, and lead conversion. With compelling video content, law firms can also showcase their expertise and experience to their prospective clients. So, how do you build a video marketing strategy that will help you attract more clients and grow your law practice?

Get all the right answers in this article!

Video Marketing for Lawyers 

Video marketing is an important part of a digital marketing strategy. It may primarily involve the following stages.

• Brainstorming video concepts/ideas
• Creating a script
• Producing the video 
• Distributing the video
• Measuring the reach and success 

Whether you use YouTube, a website, or social media platforms including Instagram, Facebook, LinkedIn, or Twitter for your video strategy, it can

• Increase conversions 
• Improve brand image
• Build trust and engagement 
• Improve ranking in search engines (SERPs)
• Create value for your practice 
• Build a humane connection
• Convey complex legal concepts/knowledge 

Steps to Build the Video Marketing Strategy for Law Firms 

Get started with the video marketing strategy with these simple and practical steps.

#1 Define goals for your video strategy

Outline what you want to achieve with your law firm videos. Are these videos for educational purposes? Do you want to inform them of legal matters that involve your area of practice or expertise? Do you want to showcase how and why you are better than the competition? Do you want to share the profile of your attorneys or lawyers to promote in-house talent? Do you want to attract new talent? Do you want to increase brand awareness? 

Having a goal helps you deliver clear and targeted video content that can create the impact you want. In fact, experts believe that your video marketing strategy should align with your digital marketing strategy. 

#2 Know your audience and what they want to watch 

Before you start working on a strategy, you need to know your target audience well and it’s especially for law farms because they cater to a niche. Collect information on the following:

• Age/gender
• Profession/ job responsibility
• Industry
• City/location
• Problems/pain points
• Areas of interest, etc. 

This will help you get an idea of your potential clients and what they are looking for. They are likely to go through the content that reflects their legal situation and why you are the right choice to help them. 

#3 Establish your video branding guidelines 

Keeping your marketing branding in mind, work on your video branding guidelines as they should align with your existing branding for consistency and recall value. Figure out your brand colour palette, overall tone, placement of your brand logo, etc. Also, consider whether you want to make your videos accessible to differently-abled and how and the nitty-gritty of video editing to maintain a consistent look and feel. 

#4 Research what your competition is creating 

It is a golden rule to know your competition and what they are doing right and wrong. You can leverage this information to brainstorm your video campaigns, what pitfalls you need to avoid, or what areas to improve. 

#5 Don’t miss keyword search

Keyword search is a critical part of your digital presence and visibility. It should not only be used for building your website and blog content but also for your video content. Keyword search ensures you are creating content that will not only resonate with what your audience is searching for but also help you improve ranking.

You can explore Google’s AdWords Keyword Planner tool to look for the average search volume of specific keywords. 

Pro Tip: Keep updating your keyword list regularly, so you don’t miss creating fresh and relevant content. 

#5 Select the type of video you want to work on 

The next is all about deciding on video content type and format. You can experiment with various video styles. For instance,

• Social media videos
• Testimonial videos
• Case study videos
• Q&A videos
• Explainer or how-to videos
• Corporate or branded videos
• Live streaming videos
• Video ads, etc. 

Keep trying new formats to know what exactly works for your target audience. 

#6 Develop a script writing or a storyboard process. 

Since you would be working on multiple videos to make your video marketing strategy work, having a standard scriptwriting or storyboarding process can help you save a lot of time. Here are some steps you can follow. 

• Have a video concept in place before you start working on your script. You can also outsource this to a full-service video production agency to help you come up with effective, creative writing. 
• Identify the goal of the video—educational, informative, promotional, etc. 
• Define the tone of your video—funny, professional, fact-based, etc.
• Keep the paint points of your target audience in mind to offer the right solution.
• Make sure your script is conversational and sounds natural. You are writing for people who will be listening to your videos and not reading them!
• Keep the paragraphs short and avoid making your script word-heavy. Ensure there are enough breaks and pauses at the right places to keep your story engaging. 
• Revise your script to come up with the best version. 

#7 Identify all the requirements for a smooth video production process 

The video production process involves a number of steps that can be done either in-house or outsourced. This choice will depend on your timelines, budget, availability of the right talent, access to software and technology, etc. 

You may need to consider the following. 

• Arranging studios, shooting locations, sites, etc. 
• Getting necessary approvals or registrations from civic bodies or government agencies if you are using certain resources or locations. 
• Arranging for video production equipment such as camera, lighting, mic, gimbal, etc. 
•  Assembling a production team that includes a cameraman, director, production assistants, set designers, etc. 
• Travelling and talent-related expenses 
• Post-production technology and software for sound editing, video editing, animation, motion graphics, voiceover, background music, colour adjustments, transitions, etc. 

#8 Work out the video distribution strategy 

Just making high-quality videos is not enough, you need to make sure the videos reach the right audience on the right platform. Again, you can either plan your distribution strategy in-house or outsource it to a video production and marketing agency. You can publish your videos on the website and YouTube, include them in the blogs, share them on social media platforms, add them to your email marketing campaigns, etc. 

You can also repurpose these videos for producing bite-sized short videos that are sharable.

#9 Establish performance metrics 

You need to track the performance of your videos on different channels to make changes to your video marketing strategy. This data will help you make informed decisions on the following.

• What topics do you need to focus on
• What platforms are most effective
• What types of videos get you maximum engagement from the target audience
• Which video format or type is performing well
• Do you need to make your videos shorter?
• Do you need to make changes to your call-to-action (CTA) to prompt viewers to take the right action?

Here are some video performance metrics that you can include in your strategy.

• Clicks and click-through-rates
• Watch time or view duration
• Social shares
• Engagement 
• View count
• Play rate
• Completion rate 
• Impressions
• Lifetime value 

Final Thoughts 

With an increasing focus on digital presence even in the legal industry, the video marketing strategy for law firms is a must. Leverage the information on your competitors, target audience, trends, etc. to make sure you are hitting the right spot with your video content.

Get in touch with BOXmedia today to craft a successful video marketing strategy for your law firm!