As we gear up for the end of the decade and enter into 2020, it’s important to reflect on how to improve our advertising efforts. Digital marketing, in particular, has many different facets, with video marketing being one of them. Contrary to what some believe, video marketing can work for law firms of all shapes and sizes. From solo practices to massive international law firms—let’s take a look at how video marketing will change in the new year and how your law firm can best utilize it.
Understanding the Impact of Video Marketing
Video-based content has revolutionized the way people consume content on a day-to-day basis. Beyond simply allowing users to read words on a screen, video delivers information in a much more interactive, visual, and entertaining way. Video is also a natural storytelling medium, making it a more compelling and effective form of persuasion perfect for content like client testimonials.
Utilizing video marketing tactics can also improve your law firm’s brand engagement and client intake. A HubSpot study found videos from businesses and brands had an impact on 64% of consumers’ purchasing decisions. Eight billion videos are viewed on Facebook each day. YouTube’s six-second ads generate an ad recall of more than 30%.
Video Marketing Trends in 2020
Live Streaming
Though many might be scared of hopping on a live video stream for their firm’s social media audience, live videos make users feel like they are being spoken to directly. This offers a feeling of intimacy that encourages engagement since they know their questions can be answered in real-time.
Examples of how live videos can be used in law firm marketing include:
- Making announcements: Use live video to announce any new additions to the firm, to share holiday greetings, or to congratulate an attorney on achieving a noteworthy accomplishment.
- Hosting question and answer segments: Having a Q&A session on what to do after a car accident or how to ensure safe driving behavior during New Year’s Eve celebrations could both be good topics for a personal injury law firm to cover.
- Promoting and attending events: When your firm hosts events, they provide a great opportunity to live stream and let your audience see you engaging with the community.
Live video streams are simple to undertake and free of charge to create since there’s no editing or post-production involved.
Video Webinars or eLearning
Webinars and online learning are already fairly popular tactics with law firms. Webinars can be used to provide lawyers with continuing legal education (CLE) credit and with additional knowledge about their specific areas of practice. Online education also teaches your social audiences and potential clients about your area of law and how you can help them in the event they need an attorney.
These webinars can become highly sought after content that helps your firm stand out as a thought leader within the legal industry, while also providing value to your audience. They can also take several forms, from user-generated content that’s posted to YouTube or Vimeo, or more high-end content posted to sites like Skillshare or Udemy, which specialize in eLearning. Videos of these online events can also be embedded on your firm’s website. If your firm focuses on employment law, for example, a brief explainer video on the topic can be added to your website practice area page for that topic.
Increased Video Mobile Advertising
In 2019 and moving into 2020, it’s no secret that mobile advertising is slowly becoming the norm. Over 55% of the U.S. population views videos on mobile devices; and, the average smartphone viewer is estimated to have spent nearly 44 minutes watching videos on their smart device in 2018. Viewing more videos on your mobile device generally means you’ll also see more video ads before, during, and even at the tail end of the content you’re watching.
As we head into the new decade, it’s important to review our efforts from the past year as part of determining how we can improve upon them in the future. Implementing new and improved video marketing techniques can give your law firm a fresh spin as we enter the New Year.
Want to Learn More?
The experienced legal marketing experts at Stacey E Burke, P.C. have successfully worked on marketing campaigns for law firm clients of varying practice areas, locations, and sizes. If your law firm would like to know more about how we can assist with your social media and digital marketing efforts, contact us today for more information.
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