Most lawyers will have noticed that buyer behaviour has changed in recent years. When given a referral from a trusted source, prospective clients will still visit a website before making contact. They want to see for themselves if there’s a fit. Since it’s one step closer to actually meeting someone face-to-face, your law firm video will just ratchet that instinct up a few notches.
So, it’s just a matter of time before every law firm develops videos. Those that jump on the bandwagon now will generate equity for years to come.
What makes law firm videos compelling?
Deciding to develop video, however, is the easy part. The challenge is resonating with your audience. But how?
Nobody is a captive audience. Video must go beyond informing and be compelling.
The same way a great logo, tagline or website does. By beginning with a clear and compelling strategy focused – not on yourselves – on your bull’s eye target audience. Remember, nobody has to watch your video. They will only be compelled to watch it, if it helps them feel better about their problems, gives them confidence in a solution or connects them to someone they can trust.
Video isn’t just a production or Search Engine Optimization exercise. It’s virtual ambassadorship. Ask yourself if you really want to use video for your law firm, not just because you feel you should, but to get more out of your legal marketing plan. If your answer is yes, go beyond the standard self-promotional, talking head video. Create a vision for something thoughtful and engaging. In doing so, you will maximize the possibility your market will watch, share and, most importantly, act.
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