Strategies for Improving Your Digital Marketing with Videos
To successfully market a law practice online post-pandemic, you want to commit a significant part of your efforts and budget to the production and posting of online videos. Studies consistently show the virtual omnipresence of video marketing in 2023:
- An estimated 244 million Americans watch online marketing videos on a regular basis
- Most web users want more online video content—an astounding 91% of people polled said they wanted more online, brand-related videos
- Most marketing professionals—86%–include video as an integral part of their approach
- About 2/3rd of consumers consider short-form videos the most effective and engaging content on social media platforms
The Most Effective Strategies for Marketing with Online Videos
To get the most out of a digital video campaign, employ the following strategies:
- Create and post videos that show your knowledge, expertise and professionalism—The most important factor in an online search for legal services? Does the content convey a feeling of trust—potential clients want assurances that you have the necessary expertise and that you’ll act professionally. Basic considerations when creating video content that encourages trust are:
- Making videos that are entertaining and informative
- Telling a story
- Including calls to action at the beginning and end of the video
- Maintaining a consistent style across different videos
- Post videos to multiple platforms—It’s more common to post a video on YouTube, Facebook or another social media page, but you want to have online videos on your website as well. If your website has videos, studies show that people will stay there longer. Research has long shown that the longer they stay on your website, the greater the likelihood that they will try to contact you. The two most effective ways to integrate online videos into your website—video introductions/interviews with staff, and videos that briefly explain your services.
- Use YouTube as your primary tool for online videos—It’s a great way to generate leads. After all, more than 5 billion videos are viewed on YouTube every day. The videos you post on YouTube should use language and refer to people, places or things in your local community. A short video that answers frequently asked questions about the law in your state can generate a lot of views. On the other hand, your potential clients may have little interest in video content that focuses on some place on the other side of the planet.
- Record and post video testimonials from satisfied clients—These videos require little to no editing and pack a powerful punch. Potential clients will relate far more easily with real-life clients in a testimonial video than with any other type of visual marketing.
- Make certain your videos have closed captioning—It’s not just that many of your potential clients may be hearing-impaired…chances are that they are. People are easily distracted when watching videos and can miss spoken content. Reinforcing it with written content on the screen reduces the likelihood that they’ll be focused on something else while your video is running.
Let GetLegal Help You Effectively Use Video to Market Your Practice Online
At GetLegal, we provide a wide range of digital marketing services to lawyers and law firms nationwide, offering an extensive selection of digital marketing tools to help strengthen and build your law practice, from full-service website development (with custom content and design) and search engine optimization to pay-per-click campaigns, directory placements, video production, online reputation management tools and social media strategies. To take advantage of our 20+ years of experience, go to https://glpbpro.wpengine.com/ or call 1-877-359-7077.
