A lot of law firms have been using video content marketing to engage potential clients and other attorneys through a different medium. Research has shown that 87% of marketing professionals use video marketing as part of their branding strategy. In fact, video marketing is highly effective for organizations from various industries, including legal aid.
Does video marketing make sense for your firm? Let’s take a closer look.
To Drive Greater Traffic on Your Website
38% of prospective clients begin their search for an attorney online. Research has also found that over 74% of individuals seeking legal advice visit a law firm’s website to take direct action. This means that you need to have highly optimized content available on your website to direct greater traffic and generate more leads.
Video content marketing can help you do this. Search engines recognize videos as high-quality content. Publishing professionally made and highly optimized video content on your website will improve your search engine rankings and enhance your visibility. When prospective clients type in specific words related to legal terms or services, the search engine will show your website (and the video content, in particular) in the top results and direct them to your page.
To Create an Impact
Videos are typically more impactful than text. Internet users tend to retain more information when they watch a video ad online than when they read a post discussing the same thing. Thus, video marketing is crucial for delivering impact and leaving a lasting impression on your audience.
Using video content marketing increases the chances of your target audience remembering your law firm’s name or specific services. It also increases the likelihood of them taking some sort of follow-up action, such as visiting your website or subscribing to your social media page.
To Reach a Larger Audience
Another great thing about marketing videos is that they’re easily shareable. If you post videos on your social media pages, your audience can share them either on YouTube or on the webpage where the video may be embedded, expanding your reach.
Shareability allows you to distribute your legal information to people beyond your subscribers list. The more videos you share, the more likely you are to expand your audience and reach out to potential clients in need of legal assistance. Video sharing will also add to your credibility and boost your brand name.
With all the advancements technology has made in the last couple of years, the face of marketing has changed forever. Gone are the days when people would rely solely on one-way media like broadcast and newspapers to market their goods and services.
Studes show that approximately 82 percent of internet traffic is generated by videos. While most of these are user-generated videos posted on YouTube, many of them are created by companies trying to tell their story—either in a long-format video or a set of shorter videos.