5 Types of Video Advertising Techniques Lawyers Can Use to Advertise Their Law Firm or Law Practice
Online video advertising is currently under-used in the legal marketing space here in Canada – yet more prevalently used in the United States. There are many benefits to investing in video collateral to market and advertise your law firm or law practice. Firstly, you’re able to rank your videos for searches being conducted on YouTube. YouTube is currently Canada’s second largest search engine – so having a video presence is almost essential now for law firms. Secondly, you have to remember that digital users like to consume different types of media – so in addition to having great written content and imagery on your digital platforms, it’s just as important to have great video content as well. Finally, numerous studies have been conducted to show that users like to consume videos more than they do reading content online. So having video content on your digital platforms enhances the user experience for most users.
Here are 5 ways that law firms can utilize videos to advertise their firm and practice areas:
FAQ videos are great because they answer frequently asked questions by your clients. Every lawyer will know the top 10-20 questions that are most frequently asked by clients in their practice area. Having a short video that answers these questions individually (topic by topic) is a great way to establish yourself as an authority in your space. We recommend having the video hosted on your YouTube channel and then using these types of videos to promote on your social media networks as well as embedding the video on your website.
Having individual lawyer bios (no longer than one minute each) is great to promoting lawyers along with their practice area. These videos should be hosted on YouTube as well as embedded on your website and shared on your social media platforms. Remember your family and friends are your best brand ambassadors – so having them share this type of content on their social networks is a great way to drive awareness for your personal brand as well as your law firm.
Highlighting the practice areas you serve are just as important as promoting the lawyers in your firm. Create a separate video for each practice area you serve. We recommend having a 15 second video as well as a 30 second video that gets to the point within the first 5 seconds. These types of videos can be re-purposed for paid social media advertising and display advertising as well
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Your digital marketing provider should give you feedback on the types of search terms people are searching for on Google with regards to your practice area. Take these phrases and search queries and create videos that answer these questions as well and add them to your FAQ section. Remember these queries are happening not only on Google but also on other search engines such as Bing and YouTube.
Nowadays remarketing can be facilitated through most social media platforms in addition to YouTube. Having great 15 second videos that can be used as remarketing videos are a fantastic way to keep your law firm top of mind for users who were not ready to convert yet or turn into a lead. Make sure these general videos are no longer than 15 seconds long and get to the point within the first 5 seconds.