In a world where ease of communication is everything, video is the most under utilised marketing tool across law firms. According to a 2020 survey by ABA, only 24% of firms surveyed use video as part of their marketing. Yet people are watching more video online than ever before – in fact the amount of online video they watch has almost doubled since 2018. According to HubSpot, over 80% of video marketers in other industries claim that video has increased traffic to their website and directly increased sales.
So just how can you use video to drive leads to your practice?
It all starts with your Buyer Journey. The Buyer Journey maps out the path you ideally want prospects to take as they engage with your practice – from the first touch point to the last. In an ‘always on’ world where convenience and a desire for a seamless brand experience are paramount, automating and optimising your customer journey is a priority. Think in the shoes of the customer. When they arrive on your website what information do they need to progress to the next level, what content is available to them at each stage of their journey and then ultimately, how easy is it for them to book a introductory session with you?
Once the journey is mapped out we can add a video content strategy to enhance the experience. And if we can add personalisation to this experience the results get even better.
Here’s how you can better introduce video to the journey …
Short video posts on platforms like LinkedIn that showcase your services engage your audience at the ‘awareness’ stage. A short video delivered by your team adds personalisation that then leads people to a blog post on the subject, helps drive relevant traffic to your website.
Take an eBook or whitepaper that you’ve written on a relevant subject and break it down into teaser videos that pull a few key points from the publication. When people watch the video on social or YouTube they are driven to the landing page to add their information and download the full report.
Needing to see a lawyer can be a daunting experience for anyone, most of which is driven by the fear of the unknown. Use a friendly video to outline your process and smooth the way to an initial meeting.
Saying how good you are as a firm doesn’t carry as much weight as a customer singing your praises. A customer testimonial video can help prospects feel at ease that your firm can help them with their legal issue. You can even use testimonial video for your team too – a culture rich video from your staff can enhance the recruiting process.
Using platforms like Vidyard your team can add video communication into their sales process. Imagine the effect of a potential customer receiving a personal video in their inbox straight after an initial consultation that recaps on the process and next steps?
As you can see video can be used across your entire buyer journey – from the very first touch point to the last. And it makes total sense too – A 2020 study by Wyzowl reported that people share videos at twice the rate than any other form of content, and that 84% of people said that they were convinced to buy a product or service based on the brand’s video.
Finally, when it comes to producing the video think about the content and messaging first and the production values second. Good lighting, good sound and even a smart phone on a stand is all you need to get started. Then when it comes to editing you can channel your inner ‘Steven Spielberg’ with streamlined editing platforms like Vimeo. Add a nice branded intro or a call to action slide at the end, drop in some background music, layer in some titles and then output it all direct to YouTube.
Tony Eades is an experienced brand strategist, keynote speaker, sales enablement specialist, contributing writer, and customer experience expert. He currently serves as Chief Strategy Officer and CEO of Salted Stone APAC, and is a featured expert on one of Australia’s leading business TV shows — with 3M + weekly viewers. Tony works with growing companies to develop market leadership authority and deliver measurable ROI across the buyer’s journey. He is passionate about digital marketing and thrives on growing brands, from start-ups to corporate enterprises. Connect with Tony via LinkedIn.