Video is touted as the ‘next big thing’ and a ‘must-do’ on every marketer’s list. Does the hype stand up to scrutiny, and what is the relevance of video marketing for lawyers?
For starters, Video attracts two to three times as many monthly visitors, doubles their time spent on the site and has a 157% increase in organic traffic from search engines (data source: Marketing Sherpa)
The case for video marketing is too strong to be overlooked by any law firm and it is getting a lot of (well-deserved) publicity now that it has become increasingly affordable and practical for firms to produce video content.
Law firms can access the help of dedicated outsourced video agencies, or a combination of in-house resources and expert consultation and editing.
Why is video marketing becoming so popular with Lawyers?
The popularity of video marketing is largely down to its flexibility. Videos can easily be tailored to the content and to the specific needs of a law firm and its audience. The style, look and feel can be adapted to the desired audience, and even be animated.
It is also hard to argue against these statistics:
1. Currently, video counts for 69% of all consumer internet traffic (data source: Cisco)
Rather than having to set aside time to read through swathes of text, videos can easily fit into business decision makers’ busy schedules.
2. 55% of people watch online videos every day (data source: Animoto)
Videos are the best way of condensing information and so video marketing is ideal for lawyers; it allows legal firms to convert dry legal jargon into engaging and essential information on their products and services helping viewers to easily appreciate the benefits of working with the firm.
3. Four times as many people would rather watch a video about a product or service than read about it (data source: MWP Digital Media)
Growing each day, this figure shows the size of the potential audience for legal marketing videos and the presence that videos have in the online world.
So, what are the benefits of video marketing for a law firm?
Video marketing and video blogging provides lawyers with a fresh approach to communication. Videos will help to grow awareness of your brand and what your brand stands for. It adds personality, bringing dry topics to life and it can simplify complex subjects.
Video is the differentiator in a competitive marketplace
Law firms that feature video on their homepage, introducing the people and the company, can start to build trust and a relationship with the viewer before even meeting them in a way that text or stock images simply can’t.
Likening a website to a shopfront on the high street, a homepage video is a door held open with a welcoming smile and an offer of a friendly tour. The online world means that consumer options are far wider than their local high street; meaning competition amongst legal service providers is fiercer than ever. However, video can provide the differentiator.
A video has the ability to put the needs of the clients first and engage them fully, especially millennials and the clients of the future.
It’s true that Google loves video, as websites with video content are more prevalent in the top spots of search results, so video marketing doesn’t just engage your audience but it will also support your SEO strategy and help people find your website.
Video also keeps visitors stay for longer on your website and get to know your firm better, making it more likely they will pick up the phone and contact your law firm with a valued enquiry.
Video works 24 hours a day, it communicates with your audience clearly and consistently every time….this can also lighten the load for those with the responsibility of explaining what the firm does. All of this means that those consuming your content are more likely to contact you.
Relevant video content that provides value to your viewers is key. With a consistent and strategic output of video content, the mere-exposure effect comes into play. After a certain amount of exposure to a firm’s branded content, this psychological phenomenon means that someone feels comfortable enough with your brand and are more likely to get in touch.
Video is believed to produce the best marketing budget ROI
Adobe claims that, globally, 51.9% of marketing professionals rate video as producing the best return on investment (ROI) over all other forms of content. This more engaging format allows your audience to absorb your content with ease and retain the key messages. Videos posted on social media can also make your legal services become much more accessible to consumers. Rather than seeking out a specific solution to their problem, your audience will become accustomed to feeling a legal service is simply an everyday aspect of life.
Video doesn’t need to be expensive. A considered, consistent video marketing strategy can bring considerable savings over a piecemeal approach. Video content should also pay for itself many times over. If you have clients who quibble over price and are focused purely on cost, then demonstrating your value can lift the perception of your firm above the competition. Quite often, when people have their attention drawn away from price towards value, they are happy to pay the premium, knowing the value they will get in return.
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