3 Ways For Leveraging Video Production In Your Law Firm Marketing Strategy

Video pro­duc­tion has become an inte­grat­ed part of most suc­cess­ful mar­ket­ing strate­gies. The most suc­cess­ful attor­neys have already dis­cov­ered the poten­tial of lawyer video mar­ket­ing and start­ed imple­ment­ing video into their strat­e­gy to win over new busi­ness and expand their clientele. 

Law firm mar­ket­ing that uses video pro­duc­tion can gain many pal­pa­ble ben­e­fits. For instance, video enables attor­neys the following:

• To improve the con­ver­sion rates that come from searches
• To increase lead con­ver­sion rates gained from referrals
• To increase the amount of time, their vis­i­tors spend on their pages
• To help them show­case their “human side”
• To boost brand awareness 

While attor­neys still gain many clients offline and through per­son­al rela­tion­ships, video pro­duc­tion can sig­nif­i­cant­ly con­tribute to mak­ing even these new client engage­ments deep­er and more meaningful.

Fur­ther­more, video pro­duc­tion in law firm mar­ket­ing can help broad­en an attor­ney’s brand, enabling them to bring in more business.

Video pro­duc­tion has become a sta­ple in mod­ern dig­i­tal mar­ket­ing. As such, find­ing an Inte­grat­ed mar­ket­ing agency in Mia­mi and Fort Laud­erdale, FL, can sig­nif­i­cant­ly improve your law fir­m’s dig­i­tal expo­sure via mean­ing­ful videos. 

In this arti­cle, we’ll cov­er the basics of lawyer video mar­ket­ing and how attor­neys can get start­ed with pro­duc­ing mate­r­i­al for video marketing.

Getting Started With Video Production

Videos on your web­site and in your mar­ket­ing cam­paigns enable your future clients to eval­u­ate you and your work faster. It allows them to get the infor­ma­tion they need a lot quick­er and in a way that’s eas­i­er to con­sume than reading.

Gen­er­al­ly speak­ing, law firms can opt between three dif­fer­ent meth­ods of video pro­duc­tion, and they are:

• The Do-it-your­self approach
• Remote video production
• Pro­fes­sion­al video production

Each of these approach­es has its own advan­tages, and below, we’ll dis­cuss the perks of each method.

The Do-it-yourself Method

Nowa­days, it’s prob­a­bly eas­i­er than ever to shoot high-qual­i­ty videos as video cam­eras are more acces­si­ble, and most smart­phones come with high-qual­i­ty 4k cam­eras. The equip­ment required to pro­duce qual­i­ty has become rel­a­tive­ly inex­pen­sive, enabling busi­ness own­ers to take over video pro­duc­tion if they are on a real­ly high budget.

DIY lawyer video mar­ket­ing may even seem like a good idea, espe­cial­ly if you are work­ing with a rather tight bud­get, but it might not be a good move if you have no pri­or expe­ri­ence with video pro­duc­tion whatsoever.

Learn­ing the ins and outs of qual­i­ty video pro­duc­tion takes time and a lot of expe­ri­ence. Law firm mar­ket­ing is all about pro­fes­sion­al­ism, knowl­edge, and con­fi­dence. A poor­ly edit­ed or skimpy video may fail to con­vey that same message.

If you don’t have the time nec­es­sary to learn every­thing about video pro­duc­tion, you are run­ning the risk of pub­lish­ing con­tent that will only hurt your rep­u­ta­tion and make you come off as unpro­fes­sion­al. If you want to lever­age video and use it to get the most out of your law firm mar­ket­ing cam­paigns, it’s best to hire an agency that’s well-versed in cre­at­ing video content.

Still, that does­n’t mean that you should avoid the DIY approach. There are spe­cif­ic video types that add a per­son­al and humane touch to your busi­ness and over­all brand, enabling you to get clos­er to your clients and future clien­tele. These are:

• Social media behind-the-scenes videos
• Pro­fes­sion­al com­men­taries on seminars 
• Recruit­ing site videos
• Com­pa­ny cel­e­bra­tions and mile­stone events

Try­ing to deter­mine the best split between pro­fes­sion­al and DIY video pro­duc­tion can be a bit chal­leng­ing because every law firm will be a bit dif­fer­ent. On the note of pro­fes­sion­al video con­tent, you need to fig­ure out what works best for you bud­get-wise and regard­ing fre­quen­cy, qual­i­ty, logis­tics, and so on. 

If you opt for pub­lish­ing pro­fes­sion­al videos less fre­quent­ly, don’t go over­board with your DIY approach either. Some­times, less is more, and you want to remain high­ly pro­fes­sion­al at all times. 

Remote Video Production

In law firm mar­ket­ing, remote video pro­duc­tion can be an excel­lent way to decrease the invest­ment per­tain­ing to video pro­duc­tion as there’s no on-loca­tion pre-pro­duc­tion or tasks relat­ed to set­ting up and break­ing down equip­ment, and it also elim­i­nates the need for an on-loca­tion crew.

Remote video record­ing and video pro­duc­tion can be a great way to cre­ate FAQ videos, tes­ti­mo­ni­als, and oth­er types of con­tent that won’t require too much B‑roll footage and sev­er­al action shots or loca­tion cov­er footage.

In the era of COVID-19, remote video pro­duc­tion can make per­fect sense to keep a steady flow of con­tent going on your dig­i­tal chan­nels with­out the need to address any health con­cerns. It’s an excel­lent way to keep your audi­ence engaged and up-to-date and not fall behind your video mar­ket­ing schedule.

Still, you should know that remote video pro­duc­tion won’t be able to replace prac­tice area videos and client case stud­ies. These, and sim­i­lar essen­tial video con­tent should be reserved for high-qual­i­ty pro­duc­tion with the help of a rep­utable agency.

Professional Video Production

Attor­neys offer high­ly pro­fes­sion­al ser­vices. As such, their lawyer video mar­ket­ing should also be left to pro­fes­sion­als to achieve the best pos­si­ble outcome.

Still, there are some attor­neys who over­look the impor­tance of the work that goes into mak­ing an excel­lent pro­mo­tion­al video. This is why the DIY route might not often be the best road to take when it comes to video law firm marketing. 

Attor­neys who don’t have pri­or expe­ri­ence with video con­tent cre­ation are pos­si­bly bet­ter off hir­ing a pro­fes­sion­al team to help them con­vey their mes­sage in the best way possible.

These expert teams have what it takes to help your business:

• Con­vey the mes­sage of your brand loud and clear
• Rep­re­sent you visu­al­ly in a way that will imme­di­ate­ly estab­lish an open, human, and reas­sur­ing con­nec­tion with your audiences.
• Cre­ate a visu­al­ly pleas­ant set with pro­fes­sion­al fram­ing and light­ing.
• Cre­ate oth­er video mar­ket­ing mate­ri­als as well.

Just like in the case of attor­ney ser­vices, it’s the pro­duc­tion agen­cy’s expe­ri­ence that’s involved in the pro­duc­tion and direct­ing process that cre­ates the per­fect end result.

Last­ly, a lot of attor­neys think that a pro­fes­sion­al video pro­duc­tion team is a cost­ly invest­ment, poten­tial­ly deter­ring some firms from actu­al­ly tak­ing advan­tage of these vital services. 

Nowa­days, the dig­i­tal sphere is more com­pet­i­tive than ever, and video pro­duc­tion has become a sta­ple of dig­i­tal mar­ket­ing. Because of this, and because of the acces­si­bil­i­ty of pro­fes­sion­al equip­ment, you can still find top-notch ser­vices that are with­in a rea­son­able budget.

It’s all about deter­min­ing a gen­er­al bud­get reserved for video pro­duc­tion and research­ing your options start­ing from there.

Embrace Video

Keep in mind that high-qual­i­ty video con­tent is among the best invest­ments you can make for your brand with sol­id returns.

Hir­ing a pro­fes­sion­al team will always elim­i­nate the need for guess­work and unnec­es­sary last-minute edits. With the help of expe­ri­enced experts, you will be able to rep­re­sent your com­pa­ny in the best light and con­vey your mes­sage clearly.

That being said, if you want to take advan­tage of all the ben­e­fits video has to offer, reach out to us, and we will help you with your video mar­ket­ing efforts.