There are a large number of legalities, stipulations, and restrictions with legal advertising that I’ve had to learn and they can vary from state-to-state. The state that issues your license to practice law should have public documentation when it comes to advertising your legal services and law firm.
When it comes to video marketing for lawyers & law firms, here are the top things I believe you should be producing
- Client Testimonials
- Your Practice Areas
- Informative and Educational Content
Before I get into everything, it’s important to note this:
Most people don’t want a lawyer. They need a lawyer.
It’s important to remember that most people don’t want a lawyer but rather need one, and then break down what that means. It’s going to be integral in your marketing and advertising. Most people you’ll be dealing with are people with personal injuries, automobile accidents, medical malpractice, insurance disputes, theft, criminal, property damage from flooding, hurricanes, and so on. What do all these have in common even though they’re all completely different practice areas?
They’re entirely negative.
People that have experienced these issues do not want to be in these scenarios. Who would want to be? They’re negative. They cost money, inflict pain, cause stress, and reduce their quality of life. Losing a home isn’t fun. Totaling your car isn’t the ideal Friday afternoon. Being stolen from isn’t exciting. These people are more than likely dealing with mental, physical, and emotional strain or agony. As if they didn’t already have problems in their life and were balancing their work-life schedule, now they have to deal with something entirely unexpected on top of that.
This is important to bear in mind because it allows us to understand the mental state these people are in and how that will carry into their behavior and decision making when seeking legal help. They don’t want you. They don’t want to have to deal with a lawyer. They want to be able to live their lives in peace, but unfortunately for them and fortunately for you — they need you.
Let’s create a character: Mrs. Simpson. I’m going to *bold* every negative instance in her scenario.
Mrs. Simpson just got into an automobile accident. She reported the accident to her insurance agency. She’s driving a rental to get to work while her insurance company is working on her claim. She has back pain from the accident and started seeing a chiropractor. She is documenting her visits. Her insurance company comes back and says her car is totaled and she didn’t have full coverage. Their policies changed, and she wasn’t made aware. On top of that, she was apparently found at fault. At the end of a very aggravating phone conversation, they basically tell Mrs. Simpson there isn’t much they can do and can only compensate her a small amount.
But what about her car? Her medical bills? Her pain? Why was she never made aware of any changes? At this point, Mrs. Simpson is livid. Her insurance company was supposed to help her and they didn’t. Finally, she decides to seek legal counsel. Mrs. Simpson is most likely going to…
- Ask a friend for a lawyer they know
- Reach out to a lawyer she already knows
- Or if she has even the most minimal technical know how, will go online looking for a lawyer.
I created Mrs. Simpson as a segway to get into those three points I just listed. Here’s why. If Mrs. Simpson goes online looking for a lawyer, here’s where she’s more than likely not going to go:
- Facebook (Unless it’s to post “Looking for recommendations for a lawyer”
People don’t go on Facebook or other social media platforms searching for attorneys. They go on social media to communicate with friends and family, share videos of silly cats, or complain about something new that’s happening in the world. This part is important and we’re going to come back to it at the end along with everything else.
Here’s where Mrs. Simpson is most likely going to look for a lawyer:
Mrs. Simpson starts her search queries:
- Lawyers near me
- Best lawyers in (city, state)
- Car accident lawyers in (city, state)
These are “keywords” and “key phrases”. Who’s going to pop up? You? Your competitors? I hope to god you’re on the first few options on maps or at least on the first page in the search results. Most people don’t navigate past the first page of results, even fewer after the second page. I also hope your reviews look promising because Mrs. Simpson is more than likely going to go with the attorney with positive feedback from satisfied clients.
So, she clicks on your listing on maps or your URL on the search results and lands on your website.
(I really hope it doesn’t suck)
There’s a lot of variables that go into a successful website that I’ll get to on a completely different post in the future, but I want to focus on video content here. It’s time to really get into video marketing for lawyers. Here’s where client testimonials, practice area videos, and informative and educational content will come into play.
1. Client Testimonials
Example legal client testimonial video we produced:
Mrs. Simpson will be able to view videos of your previous clients and hear honest success stories from people you were able to help in similar sticky situations that she is currently in. Conscious or subconscious thoughts Mrs. Simpson is probably having:
- Okay, this attorney has helped people just like me.
- Wow, this attorney was able to help this person with their case and the client was awarded (x) dollars.
Client Testimonials, whether video or written, allow potential clients like Mrs. Simpson to see success stories your firm was able to deliver on. Purchasing decisions on products or services are highly influenced by customer/client reviews because it creates legitimacy of a brand or business thus inducing trust.
Would you rather buy a product or hire someone online that has a 3.5 star rating and 4 reviews or a 4.6 star rating and 28 reviews? I understand this is all circumtancial and there are obviously more variables at play, but more often than not the latter wins.
Because of these client testimonial videos, Mrs. Simpson will be able to witness a person just like her that dealt with a case just like hers (or very similar) and won their case which Mrs. Simpson hopes will be her in the future. Who’s going to help her win? The same attorney that helped the person in the client testimonial: You.
If Mrs. Simpson isn’t sold there, maybe she’ll navigate to your pages and posts related to her issue. In this case “automobile accidents” and “personal injury.” This leads us to…
2. Practice Area Videos
This is an opportunity to show your face and knowledge in a field she needs your help in. It’s a chance for you to show Mrs. Simpson who you are, what your firm stands for, what you know, and why you’re the attorney for her. She needs to know that you are not only someone she can trust, but someone who is competent in law and will be able to pull her out of her negative situation. Show her right there and then you are not just an attorney, but her attorney.
Persuade her to click that “call now” button or fill out the contact form on your website. Every firm and attorney has their own structure, business practices, and state laws to abide by, but there are lines and words you can use to potentially win her as a client:
- No obligation
- Free consultation/case review
- You don’t pay unless we win*
Here’s an example of what I mean. A straightforward video of an insurance attorney going over one of his practice areas:
This video introduces the attorney and goes over some tips and pointers of what to do in a situation when someone has experienced mold damage. I recommend producing content similar to this for each of your practice areas so people like Mrs. Simpson can get a good idea of what to expect and what to do.
Hell, why not? If Mrs. Simpson can take the necessary steps and precautions to protect her, you both stand a better chance if you represent her, right? Nothing better than a solid, bulletproof case that’s been carefully documented and handled properly every step of the way.
Hopefully, by now Mrs. Simpson is feeling a little more positive. “I found my girl/guy,” she thinks to herself. In her mind, you are her saving grace. In her mind, you are the one to help her. You can turn this whole sticky situation around for her. What have you given her?
- Peace at mind
Mrs. Simpson calls or e-mails you, and you do what you do from there: Practice law and help a person in need. Our job as video producers is finished, unless there is a need for us to document Mrs. Simpson’s damages and build a video for her case, or come back after the fact to record a smiling Mrs. Simpson for her testimonial.
But what other videos can you produce? A lot, but the third type of video content I recommend producing from my top three list is…
3. Educational Content
Teach people. Educate the public. Put yourself in a position where people rely on you for information and guidance. Create a video library of educational content. Create a video series over various topics and law. Be the face of that content. Be the voice of the information that helps people. A lot of people think harboring information will help their business in the long run. They fear
I personally believe it to be the opposite. Providing incredibly useful information and content for people does this:
- Establishes authority. People will view you as a resource that possesses a pool of knowledge and experience in their field.
- Builds trust. What happens when you help people? What happens when you provide them with clarity? What happens when something you say or do makes their life a little easier or better? What happens when you are able to answer some big question marks people had in their minds that have been emotionally taxing? They trust you. They like you.
With trust and authority, you’re in the long game. Don’t fear not being hired or your competition “stealing secrets.” Hell, I just provided 2400+ words of useful information to you in this article on the most beneficial types of video content to produce. Do I care if you hire my team? Yes and no, but more so leaning towards the latter. Do I care if other video production companies come on here and take everything I just said and apply it to their business practices? Nope, and hey guys! We’re all in this together. I want video production companies, including our team, to produce better content to better market their clients and
I’m here to provide value to the public, prospects, and clients. Do with that information what you will. At the end of the day, I provide a service but I also aim to provide value. Period.
Also, an added benefit to producing educational content. Consider it like “vetting” or “screening.” Have you ever had clients that have been extremely difficult to work with? Or clients that have been a huge waste of time? I’ve told attorneys and professionals in other industries to create educational content covering various topics in their industry, including a range of frequently asked questions. Maximize the efficiency of your time because time is money. Even thirty minutes is precious.
I view the investment of “time” the same way I view The Law of Conservation of Energy:
Energy cannot be created or destroyed, but changed from one form to another or transferred from one object to another.
There’s 24 hours in a day. Period. We’re on a clock. We can always take on more projects and clients by delegating tasks and projects to employees and subcontractors, but where you direct your focus and attention you will never get back. It’s gone. Not destroyed, just passed like the time I spent on writing up this article. For me, it’s an investment, and I hope reading it has been a valuable investment for you as well.
Recap & Final Notes
I truly hope this article could have provided some value to you and your firm. Before you leave, let me just do a final summary of everything we went over:
Best Types of Video Content to Produce
- Client Testimonials*
- Establishes a similarity between future clients and past, successful clients.
- Establishes legitimacy and builds trust.
- Practice Area Videos*
- Helpful information on specific areas of law
- Opportunity to show knowledge in law
- Educational Content
- Builds trust and authority
Even though I believe these are the best types of content to produce, there are still other videos I believe would be highly beneficial to your firm such as about us videos, team member videos, documentary videos, etc.
Search Engines and Social Media
Earlier, I brought up people turning to search engines more than social media when seeking legal help. The reason I brought it up is I want you to bear that in mind if and when you plan on doing online advertising. I’m not trying to steer you away from advertising on social media, but the type of content you produce for social media should be somewhat different than the content you produce on your website. I spend a lot of time on social media. Ironically, not being social, but for research and development. I learn the language and patterns of social media. I learn what people discuss, why they share what they share, etc.
Social Media is an environment and neighborhood you need to understand before you go around advertising on it. Have you ever purchased advertising on a billboard? Certain billboards have a certain amount of impressions a month and vary in prices depending on traffic and demographics. You’re going to want to create an ad on a billboard in a neighborhood that will be lucrative to your business and have a good Return on Ad Spend (ROAS).
All I’m saying is know your audience and craft a message that is catered to them. People don’t go on social media to hear about why you’re the best accident attorney in town. They go to escape reality, vent, laugh, and share their lives and thoughts. Social Media feeds move quick. Are you going to get lost in the feed? That’s another topic for another day, or you can always schedule a consultation with our team.
Don’t forget Mrs. Simpson
Mrs. Simpson is important because Mrs. Simpson will be a bulk of your clientele. Understand their behavior and state of mind. Empathizing with your clients and putting yourself in their shoes will not only make you a better attorney, but you’ll be able to somewhat predict how, when, where, and why people search for legal help. Understand your market, and you’ll be able to better market to them, and when they’re yours you’ll be able to better help them.
If you found this article useful and are interested in learning more about our services, give us a call at 904-536-2465 or email firstname.lastname@example.org to schedule a consultation.
If you know someone that could benefit from this, give it a share! I appreciate your time and wish you so much health and success.
–Xhon Dang, Director/Partner at Uknighted Media