Video marketing is more popular than ever, and we’ve been working with all kinds of law firms to develop videos that connect with their perfect clients and show their offices, staff, attorneys, and brands at their very best. But once you have excellent videos for your law firm, what the heck do you do with them?
It’s probably obvious that video on its own won’t bring you the leads and revenue you’re looking for. Instead, you also have to take steps to use those videos strategically in all the right places. That’s the part that will turn them into a real tool for your continued success!
So, if you’ve been creating videos without a clear plan for what to actually DO with them, we have the answers you need. Below, let’s talk about how to use, promote, and share the videos you create and get the most out of their law firm marketing potential.
1. Upload Your Law Firm Videos to YouTube
YouTube is the best-known video-sharing site in the world, with more than 2.70 billion users as of March 2024. It’s also the second biggest search engine in the world and one of the most popular social media sites. Uploading your videos to YouTube potentially puts you in front of millions of interested people, especially if you start with high-quality video and maximize its search potential.
To get the most out of it, you’ll want to optimize your videos for YouTube search, paying attention to things like keywords, titles, descriptions, end cards, annotations, tags, captions, and transcripts. You’ll also want to take steps to optimize and promote your YouTube Channel and motivate some audience engagement.
The potential reach you get—whether you want to concentrate locally or globally—is staggering. But that’s not the only reason to get your videos on YouTube. The storage, hosting, sharing, and other benefits offered by YouTube make it a great home for your videos, even if you plan to primarily use them in other places!
2. Use Your Videos on Your Law Firm’s Website
This is the most obvious place to use videos to showcase your law firm and why you’re a great choice for your perfect clients. Using video on your website can help you attract more organic traffic, build a better sense of brand identity, and increase the number of new cases and conversions you get from your website visitors.
So, don’t be shy! Greet potential clients with videos that speak directly to their challenges and address their pain points. Include helpful videos with your blog posts and FAQs that explain complex topics, provide visual aids, or summarize the content. Use video to introduce your office location or staff, and create client testimonial videos to show that you get results. You can even use video with intake chat systems that help potential clients get answers 24-7.
There are so many possibilities here! If you’re not sure what kinds of videos might work best for your law firm’s website, you can always reach out to us for more ideas and guidance. We love hearing from you!
3. Share Your Law Firm’s Videos on Social Media
Social media and video are the perfect pairing for law firm marketing. Social media is fast-paced, bite-sized, and all about engagement. So, video is a perfect fit!
You can record videos specifically for social media, or you can take clips from existing videos and optimize them for sharing. With some smart editing, you can often get several short videos from one longer video, giving you a ton of extra mileage from the longer videos you’re already creating for your landing pages and blog. And, of course, you can share your videos across all kinds of social media platforms, including Facebook, Twitter/X, LinkedIn, and more.
And don’t forget the “social” aspect of social media! Include a call to action with your video that encourages people to like, comment, share, visit your website, and/or reach out for a consultation. Include relevant videos with your text posts to increase interest and engagement, or try live-streaming an educational event. Respond to people when they comment on your videos, and like or comment on posts from others. You might even try getting involved in relevant Facebook or LinkedIn groups, where you can share your videos when appropriate.
4. Get More Out of Your Paid Advertising With Video Ads
Have a clear campaign or objective in mind for your law firm marketing? Make video part of your paid advertising strategy. Most people these days are pretty numb to text ads and find it easy to ignore them as they browse. However, video catches the eye and draws people in—and that’s exactly what you want out of the ads you pay for.
Most paid-advertising platforms give you a lot of power to target specific demographics, especially paid social media advertising (like Meta Ads, Instagram Ads, or YouTube Ads). And, once you have a few video ads that are working well for you, it’s fairly easy to change the call to action or make other small adjustments to repurpose them for other platforms and campaigns.
And, if you’re really interested in the cutting edge of law firm video marketing, you can look at moving into OTT campaigns on popular streaming platforms. It’s essentially the modern form of traditional television ads!
5. Email Potential Viewers and Encourage Them to Watch
And, last but not least, don’t forget to simply tell people that you’ve released a new video they should check out. Your email contact list should already be full of potential clients, past clients, referral sources, partner businesses, and other people that already know and like you. They’re more likely to watch your videos, share them, engage with you, and take action based on what they see.
So, go ahead and include links to your newest videos in your email newsletter. Send out a teaser email to your subscribers that encourages people to click through and watch. Include a button for your YouTube Channel in the footer of your emails.
These are such simple steps, but there are so many law firms out there that just aren’t doing it!
