As we’ve written about previously, client reviews are an incredibly important part of a digital marketing strategy. They serve as a verification point for your law firm, complete with an actual person’s opinion to listen to.
With the rise in video across the digital sphere, obtaining video testimonials from your clients is a great way to showcase your law firm in a fresh manner. Having clients speak on camera about their experience with your law firm not only provides much of the same value as a written review, it takes the concept a step further by removing the “anonymous” nature of online reviews. By showcasing a real live person extolling the virtues of your law firm, you can transform a happy client and glowing review into powerful social proof of your success. Below are a few tips and tricks to use when it comes to video testimonials.
Only Choose the Best
If you are going through the expense of hiring a videographer and spending the time to record video testimonials, make sure to select the best possible video subjects. Keep in mind the best interview candidate may not always be the client with the best or biggest result; just because you were able to secure a highly successful case resolution for a client doesn’t mean he or she will present well on camera.
Instead, think through your recent successful cases and make a list of clients who were very pleased with their results, expressed their happiness with the firm, and have a great presence – meaning they are well spoken, generally not shy, and have a story to tell.
Hire a Videographer
Smartphones can handle a lot of the heavy lifting when it comes to photographs and videos. Most of the time, shooting social media video yourself is a perfectly acceptable option. But when you’re planning video testimonials, go ahead and hire a videographer; your videos will absolutely look more professional that way.
A videographer will ensure the lighting is correct, have the necessary special equipment needed, and finalize the video in post-production with background music, overlays, and transition slides. Think of these testimonials as a video brochure for your law firm – which means you want to ensure everything is branded and polished.
Create a List of Questions
Anyone agreeing to speak on camera about the merits of your law firm is already doing you a huge favor. Make the experience as easy as possible for them by providing them with questions they can easily answer. It alleviates the “I don’t know what to say” issue and provides them with a framework for their answers.
Even some of the most gregarious people freeze up the minute a camera is pointed at them, waiting for them to speak; but, asking someone to answer a question will elicit a much more natural response. Start with something easy, such as: “Tell me your name and a little bit about yourself.” Make sure to let them know the videographer will cut you out of the footage, so they should repeat the question back in their answer. For example:
Question: Why would you recommend hiring our law firm?
Answer: I would recommend hiring [insert law firm name] because of their excellent communication skills…..
Here are a few sample questions we suggest:
- What has it been like working with our law firm?
- Why did you choose to hire our firm for your legal issues?
- Would you recommend us to someone else and why?
- Can you think of a word or phrase that best describes working with our law firm? Why that particular word or phrase?
- What recommendations do you have for someone looking for legal help?
We Filmed Our Videos… Now What?
Once you have the video footage, it’s important to let your videographer know what you’re looking for. The rule of thumb for digital marketing videos is to keep the length anywhere from 30 to 90 seconds – but no more than that! Most viewers will stop watching after about 60 seconds, so keep them short and sweet.
If your firm has a YouTube or Vimeo channel (and it should), upload the videos with the appropriate descriptions, tags, and contact information. Make sure to include a link back to your website in the description.
Once your videos are uploaded, they can be repurposed across a variety of digital platforms. Embed the videos in your website, share them on Facebook or Twitter, include them in your law firm’s next e-newsletter, or utilize them to build out your Google My Business or Yelp profiles.
Creating video testimonials is an incredibly worthwhile investment for a law firm of any size, and can go a long way toward setting one firm apart from its competitors. If you need help developing a video marketing strategy for your law firm, call us today to find out how we can help your firm make a digital splash.