Video marketing this year is more beneficial to your law firm than any other time in recent history. Incorporating video into your marketing strategy can provide all kinds of positive results, from attracting more leads to delighting current clients into becoming repeat business, and everything in between.
In particular, video can help improve your law firm’s lead generation efforts at every stage of your client’s buyer’s journey. Whether it is increasing brand-name association during the awareness stage, engaging leads during the consideration stage, or nurturing a “yes” during the decision stage, video can and should be used to improve your current lead gen efforts.
Here are five underused video ideas that will help increase your law firm’s lead generation at every turn.
Create a more effective call-to-action (CTA)
Your call-to-action could be one of many things, as long as it’s based on your goals. Encourage visitors to take a next step, whether that’s visiting your site, signing up for a newsletter, subscribing to your podcast, or booking a consultation. If your video is long, add CTAs at frequent intervals throughout it. Make sure it’s relevant to the message and properly timed. Keep your CTA present for about 10-15 seconds at the end of your content.
Integrate video into campaign landing pages
Landing pages help to entice and generate leads. To make them even more informative and engaging, try adding video. According to Aberdeen Group, marketers who incorporate video into their campaigns experience 34% higher conversion rates. Videos allow you to share more information without a lot of text, which can appear cumbersome.
Detail the main topic in the video and then use page elements like the headline and CTAs to provide more context. This strategy can be particularly effective on pages with a lead generation contact form. Make sure to add video to the center of the page and above the fold. If people have to scroll to reach the video, it’s safe to assume they won’t see it.
Include video in email campaigns
Help your emails stand out by adding video. They can be added to all sorts of emails, from newsletters to event invitations. Make sure to experiment and test which strategies work best for your firm.
It’s important to note that using video in email isn’t always straightforward. Providers like Outlook and Gmail do not accept emails with embedded videos. Even if your email provider allows embedded videos, the recipient’s may not. As a workaround, you can add a link to the video within the email, or create a thumbnail image by taking a screenshot of the video and adding a play button on top, then including the image with a link to the video. Another route is using specialized platforms for email marketing like BombBomb and other such software solutions. They have special integrations for Gmail and Outlook to make it easier to incorporate videos into your emails. Finally, add “video” in your subject line to boost your open rate.
Leverage videos as gated content
Gated content is a really important method for generating leads. This content strategy is one where visitors must give their contact information to view the content. The most commonly used types of gated content are white papers, eBooks, and case studies, but videos can make for even more compelling gated content. Create videos like tutorials, demos, and how-to guides – whatever provides value for your audience. You might even develop a video series where the first couple are not gated, to generate interest, and then the remaining ones are gated to build off of the interest generated. For this strategy to work, it’s important to properly communicate the real value viewers will get from the series and pique interest early.
Understand video SEO
Having your videos ranked in search engines will drastically improve your visibility and make your content more likely to be found. To optimize video for search, ensure you have a short yet engaging title using keywords from your keyword research, and make it 70 characters or less so that it can be seen entirely in search results. Next, write a meta description that is informative and uses keywords organically. It’s also important to include a transcript below the video when possible.
Videos are a channel that allow you to provide valuable information and better engage with your visitors. If you’re already using video, that’s great! But you might discover even better results if you explore the options above and keep working on ways to build on that strategy. Start by talking to an agency who can help you plan, script, and produce videos that match your budget and expectations.