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Looking to add video marketing on your law firm’s social media but not sure where to start on your content strategy? Here are four suggestions to help you get going.
Video marketing continues to play an increasingly important role in the legal marketing landscape. Consumers (also known as your potential clients) want more video. In fact, statistics show that 96% of consumers increased their online video consumption in 2020. 78% of people watch online videos every week and 55% report viewing online videos every day. While the exact numbers vary, the data also indicates that approximately half of all consumers want more videos from brands and businesses.
However, integrating a new strategy into your legal marketing efforts can be a daunting task! After all, in a changing landscape, how does a lawyer know where to begin with outlining video content for a law firm? What topics should be covered first? How do you begin building a sustainable strategy?
We’re here to help! In this post, we are offering four suggestions on ways your law firm can come up with new video topics to share via your social media accounts and other digital channels.
1. List Your Most Frequently Asked Questions
The legal system can be complex. It is confusing to many people and foreign to most clients that walk through your law firm’s door.
Undoubtedly, your clients regularly come to you with questions. While some of these questions are probably unique, most lawyers frequently encounter some of the same questions over and over again in their practice. These repeat questions are perfect for video content!
You probably have a somewhat standard answer for these frequent flier inquiries. For instance, if you get repeated questions about revoking previously drafted wills or other estate planning documents, share the general answer you give those questions on video!
You can even vary the format depending on the platform. For example, maybe you are a family lawyer who frequently encounters questions about how to handle a joint checking account in the time between a couple’s separation and divorce.
For YouTube, you could create a longer video detailing various considerations and ways to approach that situation. Then, you can share this video on social media channels, such as your law firm’s Facebook and LinkedIn.
However, for platforms like TikTok and Instagram Reels, you could go with a shorter, more snappy approach, such as a quick video on the top three things to know about handling a joint checking account while going through a divorce.
The video below on the mistakes people make following a car accident is a great example of a way to set up your short form legal videos on platforms like TikTok.
2. Look at Your Popular Written Content Topics
Your website and blog traffic can also offer great insights into the type of information your future clients are seeking from your firm. If a topic seems to be exceptionally popular on your blog or website, then it will probably be popular in a well-done video too!
When you create your social media video, you obviously want to use your social channels to expand the video’s reach. However, if the video is professional, you can also get even more traction and greater reach by integrating the video back into those high-traffic pages and other related pages on your site.
If you are writing a blog post with high-value information for your client base, you can turn that topic into a great video for social media. Then, you can also get more traction with this video by integrating it back into the same blog post that inspired the video content! The more eyes on your video, the more work it is doing for your firm.
For example, the below video from the Law Offices of Jacob J. Sapochnick covers new updates and predictions for this month in immigration law.
This video is also incorporated into a related blog post offering an August 2022 immigration update on the firm’s Immigration Lawyer Blog.
3. Check Out What Your Competitors are Doing
Looking at how your competitors are marketing their practices can provide valuable insights into strategies your law firm can test, as well as inspire your firm when creating your own original content. While you should not copy exactly what your competitors do, you certainly should check out the videos getting the most engagement on their social channels. Odds are people watch these videos for a reason!
Consider these reasons why people are watching. Is it the production value? A marketing gimmick? Engaging content? Relevant information? Analyzing this data can help you better understand what potential clients want to see in your own firm’s videos.
4. Introduce Your Firm
If you are new to the video world, you have an ideal opportunity to introduce your firm to future clients! Make a video sharing more about your practice, your story/history, philosophy, and/or what you do!
This doesn’t necessarily need to be a one-time topic either. Instead, you can expand these videos into an introductory series!
After you introduce your firm, introduce the lawyers in your firm and your staff.
These short videos can help you create more authentic connections with potential clients researching your practice or just looking for a lawyer.
Final Thoughts: Why Do You Care?
The legal profession is often notoriously slow to adapt to changing technologies. Effectively integrating video into your social media channels brings a breath of fresh air to your legal marketing plan while putting you ahead of the curve for the adaptation of modern marketing trends.
Interested in learning more about video marketing for your firm? Check out the related posts below!Related Posts
- Why Lawyers Should Use Video Marketing in 2022
- 7 Tips for Posting on Social Media That You Can Learn From Other Law Firms
- Lawyer TikTok: A New Place for You to Grow Your Practice