How can law firms harness the power of online video marketing?

December 09, 2019

The stats make a compelling case. Including video on a website landing page could increase conversion rates by as much as 80 per cent, while including video in an email can ensure a 200-300 per cent click-through increase (source: HubSpot). As HubSpot blogger, Lindsay Kolowich, explains: “Video is a powerful way to communicate your brand story, explain your value proposition and build relationships with your customers and prospects”.

Growing popularity

A 2016 survey by Wyzowl found that 61 per cent of business respondents were using video for marketing and two thirds of these were not using video the year before. Moreover, 93 per cent of business that used video believed it increased understanding of their product or service, while – crucially – 64 per cent believed that video had directly increased their sales.

In 2015, Cisco predicted that by 2019, video will account for 80 per cent of all internet traffic. Many of us now prefer video when we’re online and want to find out about products, services and businesses. According to Hubspot, 59 per cent of business executives would rather watch video than read text and three quarters of them watch work-related videos online at least once a week.

Whether to attract or better inform clients and prospects, many UK law firms have been using online video for years, but what’s the key to getting the best results?

Video marketing dos and don’ts 

Leading content marketing agency Cedar describes video as: “A rich medium for communicating ideas and information in an engaging way in a short timeframe. It’s innately shareable and can adapt easily across devices.” In its whitepaper – 8 principles for better video content marketing – it stresses the importance of having a clear objective that can be summed up in one sentence.

And you must have a good story, because “powerful storytelling is key to persuading your audience to take action. Good content creates an emotional response that causes your audience to share, click-through, subscribe or even buy.” Your customers and prospects must care about the video content you put out there.

Cedar recommends creating a mix of video content that you release regularly to a planned calendar. Although substance is key – so is style – because it can set your video and brand apart. Your videos should be search engine optimised and suitable for the platform via which you share them (home page video might not work so well on Twitter, for example). 

Short and easy to digest

Shorter video content is more likely to be watched in its entirety. According to HubSpot, 5 per cent of viewers will stop viewing an online video after one minute – rising to 60 per cent at two minutes.

Writing for The Guardian in 2015, Chris Trimble of content marketing agency Axonn Media, recommends that your video content should be creative and interesting, yet easy to digest, otherwise people will click away. It should be relevant to your audience and tailored to their needs. “Do not neglect social media and promote across multiple channels,” he stresses. “If you want to fully realise video’s potential, make it easy for users to find and share it.”

In his Entrepreneur.com piece (6 Tips to Double the Success of Your Video Marketing Campaign), AJ Agrawal (growth marketer, entrepreneur and content creator) says: “A simple video that shows your product is going to get minor results. Combine that product into a story and your results are going to rocket.” He also stresses the importance of including contact information and a “firm call to action”. You also should be able to gather viewer data of each video so you can learn and improve.

Don’t be dull – be different

Kim Tasso is an independent management consultant specialising in the professional services sector. She’s also a former judge of Legal IT Insider’s Legal Industry Video Awards. She advises law firms to make sure their videos are attention grabbing and use bold rather than “tired, safe options” when it comes to music.

She recommends blending styles (“Great photography, clever captions, smart voiceovers, artful animations and even research”), while humour, she believes, adds warmth and entertainment. Tasso believes in daring to be different. “Too many videos look and sound the same,” she summarises. “Don’t be dull,” she stresses.

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