Video is critical for law firms that want to continue to engage with their target audiences throughout the COVID-19 pandemic. According to Pew Research, 55% of people watch videos online every day, and that number has only increased with the shelter at home orders. The question then becomes, “How do we as lawyers use video to engage our audiences during such sensitive times?”. In this article, we detail techniques that will help you drive key business results from your law firm’s video marketing strategy during the pandemic.
Establish Clear Goals
In order to get the best results, you have to understand what result you’re hoping for. Not all video is effective – those created without established objectives in mind may end up being an unfortunate waste of time. Before you begin putting together a video, decide on the ultimate goal. Are you trying to communicate with current clients? Obtain new ones? Generate interest in consultations? Perhaps you want to use video to educate your target audience on a particular policy. Make sure your goals and your video strategy are aligned. Each video you create should tie back to a unique goal.
Differentiate Amidst the Noise
Your clients are likely getting inundated with information about Covid-19 right now. Much of that messaging contains the same themes. If you make a video about what you’re doing to keep everyone safe, and the sentiment that you’re all in this together, it’s likely to blend in with what they’re receiving from other businesses. Make sure your video has a clear purpose. You should seek to engage, uplift, educate, and support. Provide value to your clients rather than just promote your firm or how you’re handling the pandemic.
Video is the content most likely to go viral. While that shouldn’t be your goal, understand that videos that share personable or humorous information have more appeal. Don’t be afraid to mention your current circumstances (such as creating a funny video about attorneys working from home). Make sure to stay true to your brand, voice, and mission when you create any content. See: The Right Type of Law Firm Videos for Each Social Media Platform.
Be Budget Conscious
The fact is we don’t know the ultimate outcome the pandemic will have on our economy. Because of that, law firms are likely to be careful with their marketing budgets for the rest of the year. That means that it may not be the best time to go all-out in a professional studio. There are other options, however. You don’t have to make professional grade videos all of the time. For instance, it can take 20 minutes to write a script and record a video for social media on your iPhone and upload it to LinkedIn or as an Instagram story video. We also suggest cutting some of your firm’s lengthy webinars into shorter clips for social media.
Have Mobile in Mind
During the shelter in place period, many people are using their phones to get news and stay connected with others. It’s crucial to make sure any video content is mobile friendly. Consider how easy it is to download or stream your content. If you’re not uploading to social media or on your website, be selective about where else you upload videos. We recommend YouTube – since it’s owned by Google, the search features are integrated across both platforms.
Other Important Advice
In addition to all of the above, you should also:
- Publish your videos across several platforms
- Include a call-to-action in the videos
- Make the occasionally longer video, when relevant
- Consider engaging your audience with animation
- Include closed captioning
Don’t forget to test your law firm’s video marketing strategies and techniques, and then test again. Each channel operates differently, so you should ensure your video campaigns are optimized for every platform. When you upload videos, keep an eye on views, engagement rate, sharing, and comments. Make adjustments as necessary.
Video has always been an important piece of the digital puzzle, but during the pandemic it’s even more so. People are relying on their phones for information and communication and video presents the ideal opportunity to forge stronger and more personalized relationships with clients and prospects.
If you need assistance producing compelling videos that engage your target audience, contact us today. Whether you need a fully produced video from start to finish, or if you just want help to edit the video you took on your phone – were here to help.