The Role of Video Content in Modern Legal Marketing

Simple branding, writing a few blog articles, and the occasional social media sharing are insufficient for successfully promoting your legal business. In fact, you should have a robust content marketing strategy before you even begin to generate content.

For instance, law firms can truly benefit from incorporating informative videos where your expertise and personality are on display. Prospective clients must have confidence and trust in their attorney. Seeing a video about your firm can reinforce why you stand out from your competition and why your firm deserves the opportunity to provide your legal services.

If you need help developing a content strategy, a seasoned law firm marketing agency is the best place to start. At Actionable Agency, we understand what it takes to improve your website’s content strategy.

Using Videos in Your Law Firm’s Branding

Begin by reviewing the basics. Improving your company’s brand identity is required for successful marketing. However, before constructing your brand profile, you must determine your company’s goals and all future messaging and content, including videos.

Videos can be one of the many strategies you use to better market your law firm and your legal services to your target audience. When people can see you in action, they can get a feel for you and your law firm which may make them be more comfortable contacting you.

Videos that you should consider adding to your law firm’s website include:

• Videos that highlight your unique law firm and what area of legal expertise you have. These videos can include discussions of legal cases you represented and how you have helped clients be successful with their legal pursuits. Videos that describe how your firm operates and what you can do to help people legally can also be a strong component of distinguishing your brand.
• Videos that provide answers to FAQs can make it more clear about how your legal services and how they can help clients.
• Testimonial videos establish your track record through stories from your real, satisfied clients. Prospective clients seeing other people who were in a similar situation as they are experiencing can improve their confidence in working with you over another lawyer.
• Videos that interview your staff and show your office can not only explain what specific legal counsel you offer but also how your firm operates and what you are about. 

Marketing Law Firms Videos

The content marketing process is more complex than “Create, Publish, Share,” but all too many marketers do just that, leaving firm owners wondering why their content gets little traction.

The best way to get new clients from your content is to make it genuinely helpful, timely, and relevant. These are the keys to successful content marketing.

In broad strokes, the content marketing process for a legal practice should look something like this:

1. Develop engaging short videos, webinars, podcasts, and more to attract readers and potential customers.
2. Promote your videos widely. Get your material out there by sharing it on your website, social media, and email lists.
3. Measure the impact of your marketing efforts. Use analytics tools to examine how well your content marketing videos are performing. Calculate the return on investment of your campaigns and tweak your content accordingly, utilizing SEO and optimizing content along the way.

Studies have shown that when a website incorporates videos, it will receive as many as two times the number of views that it would if it did not have the media. Videos can do a number of beneficial things for your law firm:

• Allow your audience to get a better sense of your law firm’s brand, the environment it fosters, and how the process works.
• Provide your readers with information on your involvement in the community.
• Inform your audience of your law firm’s successes and how your services helped others.

Call a Law Firm Marketing Agency

At Actionable Agency, we understand the challenges of implementing the best content marketing strategies for your law firm’s website.

Contact us at Actionable Agency by calling (818) 949-2618 if you’re prepared to improve your content marketing plan and get new clients.