Incorporating Video in Your Marketing Efforts: Ideas and Best Practices

Video has become a dominant force in marketing. It is inherently engaging, has been shown to boost conversion rates and helps build brand awareness. There are many different formats of video to consider, each with its own strengths. Incorporating video into your marketing efforts is a no-brainer, but you need to have some basic information about best practices before you begin.

Experiment With Different Types of Videos

There are many video formats to choose from, so don’t be afraid to try explainer videos, customer testimonials or even behind-the-scenes content. Law firms that use diverse video types are the most successful.

Some video formats to consider using include:

• Explainer Videos: These short, informative videos explain your legal services in a clear and concise way.
• Service Demos: Showcase how your services work and highlight key features with a video demonstration. For example, if you offer a free consultation, provide an overview with a demonstration.
• Customer Testimonials: Let your satisfied customers speak for you by featuring them in testimonial videos.
• Brand Story Videos: Tell your brand story and connect with your audience on an emotional level.
• Social Media Videos: Create engaging and shareable videos tailored specifically for different social media platforms. These are often shorter than videos you would embed on your website.

Also, post your videos on various online platforms. Your marketing videos should be embedded on your website and shared on social media, including Facebook, Twitter, Instagram, LinkedIn, TikTok and other websites you use regularly.

Best Practices for Video Marketing

Video marketing can improve your brand reach, offering a dynamic way to get information to your clients. However, there are some best practices you need to consider before you start filming.

Know the audience you intend to target. Understand who you’re trying to reach and what kind of content would resonate with them. You should make some decisions about their basic demographics, including age range, income level and geographic area. These categories will help you speak to your clients through your videos.

Set clear goals on what you want to achieve with your videos. Do you want to increase brand awareness, drive sales or generate leads? When you have a goal, you can better create a message through your videos.

Plan your video before starting to record. You should have a script and use a storyboard to help ensure your video is focused and delivers your message effectively.

Creating The Best Marketing Videos

When you’re creating your video, you’ll want to ensure you have certain elements that will engage your audience.

It’s possible to have high-quality audio and visuals, even if you don’t have professional equipment. Ensure you have good lighting and clear sound for a polished look.

Keep your videos short and sweet. Your clients’ attention spans online are short, so aim for videos that are under two minutes long. If you must go longer, consider breaking them up into shorter, topic-focused videos.

Use a narrative structure to hook viewers and keep them engaged. Potential clients are more likely to continue watching a video with compelling storytelling.

Include a strong call to action (CTA) in your videos. Tell viewers what you want them to do after watching your video, whether it’s visiting your website, subscribing to your channel or calling your law firm for a free consultation.

What To Do After You’ve Created a Marketing Video

Once you’ve created your video, there are a few additional steps you’ll need to take to get it out the door successfully.

Optimize it for search engines using effective SEO techniques. Use relevant keywords in your title, description and tags so people can find your video easily.

Promote your videos. Share them on social media, embed them on your website and consider paid advertising to reach a wider audience.

Analyze your video’s performance and make adjustments to your strategy based on data. Constant adaptation to the needs of your audience is key.

Attract More Clients with Video Marketing

Video marketing can be a magnet for new clients if done strategically. When you target content, connect with your audience and create a high-quality video with engaging information, you can gain new clients.

In the past, law firms have relied on written landing pages and blogs to convert clients. However, videos are quickly becoming a go-to method of reaching potential clients. Video marketing allows you to clearly tell viewers what you want them to do after watching and often achieves a wider reach than traditional written website content.