Online videos are a powerful and effective marketing tool for increasing sales and visibility. According to a survey, 59% of marketers said that videos showed a positive ROI.
This format tends to work really well because it offers a multi-sensory experience for viewers. And so the information is easier to digest, especially if it’s in story form, compared to a dense wall of text that has no personality.
The video experience is so universally loved that some people will watch more than 10 hours of video per week! It’s no wonder why video marketing is a valuable tool in a savvy marketer’s tool belt.
So, in this digital age, creating videos to put yourself out there is a necessity if you want to stay top of mind.
In order to get the most out of video marketing, you need to have an understanding of video types that will help you achieve your goals.
In this article, we’ll take a look at some video production formats that lawyers and attorneys can use for their marketing purposes.
So let’s get into it. This is video marketing for lawyers demystified.
Video marketing for lawyers – 3 videos to make
1. Live-action educational videos
The first and most common video format is a live-action educational video. This type of content is great for the awareness stage and allows people to get to know you.
You could create short two- to three-minute videos in which you share valuable information with your viewers.
If you’re looking for inspiration, check out Legal Eagle on YouTube.
These types of videos are also great for fact-checking. Let’s say your work involves representing clients’ interests in disputes with insurance companies. In your videos, you can tell viewers when the insurance company is right and when it is wrong.
Let’s face it, law can be tricky to understand, and short, informative videos that break down legal jargon so it makes sense to the average Joe. This means the content isn’t just useful but also in demand.
It’s also easy to share on social networks and convenient to watch on mobile devices.
Imagine it as a series
Once you start producing video content, you’ll have to keep the momentum going. So, imagine you’re filming a series.
First, choose a general topic, like family disputes, and record a few videos on that. You will significantly reduce your labor costs, time, and effort with an approach like this.
An important point of creating educational “series” is that, as a rule, if people are interested in a topic, they study the issue comprehensively.
For example, if a person is dissolving a marriage. Surely, he or she is concerned about a range of issues: how to divide assets, what to do with children, etc.
Therefore, a series of your educational videos will be extremely useful for the target audience.
Key aspects of making educational videos
i. Why do clients want to learn?
You may ask, “Why would clients want to learn something from me?” The answer is simple: you’re a lawyer, so you have a unique set of knowledge about how to solve certain legal problems.
Your potential clients have an interest in using this knowledge. When we encounter a problem, we try to learn as much about it as possible.
By providing clients with interesting educational information, you satisfy their thirst for wanting to know more.
A great example is videos by Michelle Murphey on TikTok, where she shares her knowledge about legal issues with thousands of subscribers.
ii. What is the advantage for you?
The viewer, by becoming familiar with your knowledge, is already considering hiring you.
An important mental attitude is created in your subscriber’s brain: this person shares valuable content, so it means he/she is an expert.
If you are convincing enough in presenting your knowledge, it is likely that the client will already turn to you directly for legal assistance.
iii. What do clients want to learn?
If you are a tax attorney or someone who helps customers, it makes sense to share information about paying taxes.
Your clients may want to get more information on how to avoid risk and solve their problems.
If you work with individuals, the best option would be to advise on issues concerning them. Family disputes, housing disputes, and inheritance issues are most in demand.
Next, let’s explore animation.
2. Explainer videos
An explainer is an informative marketing video.
If you want to try your hand at animated videos instead of live-action ones, then this is a great bet.
Despite their outward simplicity, explainers are a complex product.
Here’s what’s generally involved:
- The writer puts together a script
- The illustrator draws the characters and designs the backdrop for the video
- The animators then have to breathe life into it
- And then finally, background music and narration pull it all together.
Read in detail: Explainer Video Production Process
What you need to know about an explainer video
Let’s take a look at main things you need to consider if you want an explainer video made.
i. Budget
The first thing to think about when it comes to explainers is your budget. We’ve already mentioned that there are a lot of specialists involved in creating an animated video; therefore, a one-minute explainer can cost you between $2,000–$5,000.
That may sound like a lot, but consider that it’s a one-time investment that’ll pay dividends indefinitely.
If you’d like to work with an agency that can create this type of video for you, then get in touch with MotionCue. Animated marketing videos are its specialty.
Want a video for your business?
ii. Script
The script can make or break a video. And when you need to explain something in 45-60 seconds, the script has to be simple, effective and if it has an element of storytelling, you’re golden.
Read more: How to Write an Excellent Video Script
Tips for writing an effective script
- Grab the viewer’s attention. Maybe ask a key question which will get the audience thinking about their problem right away.
- Stir up interest. Tell the customers about the problem, about what will happen if they don’t solve it.
- Offer a solution. How can you help the client solve their problem? Focus on the benefits of your service.
- Have a clear call to action. If you want your viewers to contact you, say it.
iii. Make a storyboard
Creating a video is a complex, multi-step process. This isn’t a Word file you can edit at any time.
Making corrections or changes in an explainer video once the project is closer to the end of its journey can be tedious. It’s why storyboarding is very important.
It’ll bring you and the agency/freelancer on the same page. You can suggest changes to the storyboard and give your input so the end video turns out as you imagined.
vi. Design and animation
Once you and your client have settled on the character design, the next phase is animation.
This is where the magic happens.
v. Sound and narration
Background music, sound effects and narration tie everything together. It makes the video so much more interesting to watch.
3. Interviews
Interviews can also be a great way to establish credibility. You can use someone else’s professional statements and present it as an interview with an expert.
For example, if you are a lawyer, and you deal with tax disputes, then you should try interviewing the head of the tax service of your state.
First, this step will allow you to establish new business contacts. Secondly, the interview will work great for your brand and marketing generally.
A great example, in this case, is a podcast by Patricia Baxter—The Defense Never Rests. In which she conducts interviews with influencers and experts in law, discusses legal issues with them, and shares tips.
What do you need to pay attention to when conducting an interview?
- Be bolder. You don’t have to be a professional journalist to interview. After all, we make content for the Internet, which is a more laid-back media environment. Even if you don’t feel very confident, you should give it a try. Once you do your first interview, you’ll see that it’s not that scary, and you’re perfectly capable of doing it.
- Make a list of potential interlocutors with whom you could talk to. This will allow you to think more precisely about what questions to ask.
- Prepare a list of questions. It’s extremely difficult to conduct an interview by improvising. This skill comes only with experience. We recommend you prepare your questions. This reduce stress levels and the interview will go smoothly.
- Why do artists do rehearsals, and athletes do warm-ups? They do this to get a more consistent performance. We recommend the same for interviews. Talk to your co-workers, friends, relatives, and record the conversations to polish your skills. Doing this will make it easier for you to conduct the actual interview.
What’s next?
Once you have the video and its variations for multiple platforms, you need to think about how you’ll take advantage of it with distribution.
Distribution
It’s important to have a video distribution strategy because if you take one video and put it up everywhere, it won’t do you any favors. A one-size-fits-all approach is rarely successful.
Pro tip: share your video on your website or create a landing page for it if you want your visitors to take specific action. A video on a landing page will keep viewers’ attention for longer.
Related: The Best Video Distribution Platforms and Channels in 2022
Conclusion
We’ve taken a look at the basic video types you can use with your marketing campaign. We highly recommend that you keep track of what’s going on in the online space and be on-trend.
Even now, you can open up any of your social networks and try to share a really useful video with your followers. So go ahead, give it a go!
This post was written by Dmytro Sokhach. He is an entrepreneur and member of the 6-Figure Flipper Club. Sokhach founded Admix Global (a web agency) that builds websites, makes them profitable, and sells them.
Edited by MotionCue.
