Video Marketing Will Soon Be Essential

Law firms are using video for good reason: it is the right media for the smartphone age.
“Video tells a much more compelling call to action than text, [which is] more challenging to read on a smartphone,” says Corey Saban, co-founder of TheLaw.TV. With more Internet traffic coming from smartphones than desktops since Q1 2017, our audience clearly lives on their smartphones. If we want them to get our marketing messages, we need to make sure our messages are in a format they will consume.

How Law Firms Are Using Video

While most of the AmLaw 100 has some online video presence, they are using it in very different ways. After spending several hours watching and comparing their content, I was able to draw some conclusions on what seems to work well and what doesn't when it comes to law firm video content and format. Here are the highlights of what I learned in my law firm YouTube binge.

Topics

No matter the topic of the video, storytelling is always a good format. By telling a story, you allow the viewer to understand why what you're telling them matters and you make that important connection with them. Here are the ways law firms presently use video on their websites and on their YouTube channels:

• Educational — question and answer, issue/matter explanation, introduce the firm or a practice team, innovative methods;
• Promotional — stories about charitable efforts, scholarships, awards and honors, or news about the firm;
• Recruitment — day in the life, diversity, pro bono, benefits; and
• Client Testimonials.

Law firm videos featuring client testimonials were especially effective. Yelp and other customer review sites have changed how consumers choose everything from day cares to stereos, and credible third-party endorsements for lawyers can give potential clients the greater comfort level they've come to expect when shopping for services. You can provide your best clients with some marketing of their own, and allow them a platform to showcase their expertise while educating your audience about your practice.

Best Practices and Ideas

Ideally, a law firm will have at least a video on its homepage and major landing pages in addition to a YouTube channel. YouTube allows for customization of your channel, so you can brand your channel right down to your “subscribe” button and set up playlists to feature particular areas of innovation, practice, industry focus, or other topics. You can (and should) have a link to your website and social media portals, just as you should link to your YouTube channel on your firm website.

Playlists on YouTube allow you to further control the message to your audience and tell them what they should be watching if they have a particular area of interest in your firm. Latham & Watkins, White & Case, and Hogan Lovells are three firms with an extensive YouTube presence, and they have videos automatically play as their “channel trailer.” The channel page then highlights their main practice-related marketing tactics, firm news, recruitment information, and pro-bono efforts through the use of playlists. They make it easy to link back to the firms' websites and social media in the channel headers.

Hogan Lovells has a nice firm history video as its channel trailer. White & Case chose a career-focused video as its trailer, which gives potential clients (and recruits) a glimpse “under the hood” of the firm's operations. Latham & Watkins had a very well-done holiday video with lots of employees, laughter, signs with wishes and resolutions for the coming year — leaving the viewer with a warm family feeling before they move on to the more
serious videos.

The Benefits of Video

Remember when law firms weren't sure if they needed a website? Today, we know we need a website and we know users won't tolerate a site that loads slowly or looks bad on their mobile device; they'll move on to the next search result or suggested referral. A growing number of Internet users feel the same way about websites without video — they will simply move on if all they see are headshots, a few stock photos, and lots and lots of words in tiny print on their smartphones.

Connect with the Audience

Political campaigns spend millions on television advertisements for a reason: The printed word doesn't create the kind of trust and connection to the audience that video can. Human beings are social creatures and we tend to want to interact with likeable people, including the professionals we hire. Rich Wilson, Founder and President of Visual Image Building Enterprises, says, “While filming videos for firms, we are able to see the attorneys for who they really are: People willing and wanting to help other people with their legal needs.” A good resume is important, but a list of education and experience doesn't provide a sense of personality and character of a potential lawyer or legal team. Video can provide just that.

Stick with the Audience

The presence of a video on the landing page leads to 25% more time spent on the page. Watching even a 90-second video will keep a visitor on the page longer than quickly skimming a bunch of words. In terms of information retention, video far exceeds the written word. People generally remember: 1) 10% of what they read; 2) 20% of what they hear; 3) 30% of what they see; and 4) 50% of what they see and hear.

So you're not just making a bigger impact on an emotional level. The viewer is more likely to remember you and what you said if you say it in video versus in writing. If they remember you, they're more likely to continue pursuing you as a potential firm to hire.

We conclude this article in next month's issue.

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Aly Lynch is a teacher of practical business skills for legal professionals and students. As Founder & CEO of Next Step Legal Consulting LLC, she helps law firms update their marketing efforts.