Tips for Lawyer Marketing Web Videos

There is no more effective way to communicate and move a viewer to action than web videos.

/lawyermarketing101.com/Kevin Quinlan/ 06/22/2009

There are many factors that motivate a prospect to take action and make contact with your law firm, but there is no more effective way to communicate and move a viewer to action than web videos.  Because of consumer cynicism that has become prevalent due to the recession, it has become even more important for consumers to trust whomever they choose to represent them.  That trust can be won by including two of the key influencers  in your web videos: highly relevant legal information and a personalized message.

The Internet has evolved into an almost unlimited source of ready information, thanks to Google and the other search engines, and into a growing social network.  Your firm's videos should address the very reason that prospects go online: to get as much information as they can about their legal problem.  The greater the quantity and quality of answers to their questions your web-marketing videos can provide, the greater the chance for conversion to a client.

There is no substitute for in-person client-specific legal advice, but if you are able to address their topic of need in a broad sense, chances are that your firm will be perceived as the authority in the geographic and practice area for which they are searching.  By providing relevant information on the legal process and what they can expect, you also provide a comfort level with your firm and raise even more questions. Those questions and the level of trust you build are the keys to getting the prospect to call your office or fill out a contact form.

Certainly potential clients want to know that you are qualified, but creating a video resume and detailing your qualifications does not necessarily separate you from the crowd.  Most consumers don't know one law school from another and have no idea what "being admitted to practice in front of a District or Circuit Court " will mean to them.  Rather than touting your own credentials, the best way to demonstrate them to a viewer is to use testimonial videos of  clients who had significant cases and whose lives were changed through your efforts.

Consumers' expectations about the web have changed and they have become used to greater control and interactivity in part due to the increased participation experienced through social networking, blogs and video sharing sites.  By projecting the personality of the firm through the use of video technology, you can capitalize on this new sense of community.

While most marketing tends to have a more narrow appeal to consumers, web video marketing has a unique ability to resonate with consumer emotions and cause them to take the positive action that you seek.  For every considered purchase or decision to hire, emotion is a key element, even when the decision is pragmatic.  Additionally, in a field like personal injury law, where the services require more than a simple description, and the potential targets have varied educational backgrounds, video can be the most effective and efficient way to achieve that goal.

Web video marketing for attorneys, especially when effectively produced and optimized, can produce a much higher conversion rate than just textual content and may be the key that will ultimately help you grow your practice.

Social Media Tags:  google, marketing, consumers, prospects, key influencers,