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In a recent study by the American Bar Association, only about 24% of law firms use video content as a part of their marketing strategy. The underutilization of video showcases how little competition there is in this space and experimenting with video content can be the creative way to get ahead of the curve.

Video marketing can be a game-changer for law firms looking to stand out in today’s digital landscape. By creating engaging, informative videos, your firm can attract more organic traffic and generate qualified leads—not just on YouTube, but across social media platforms, search engines, and email campaigns. Videos capture attention in a way that other content often can’t, helping you build trust with potential clients and showcase your firm’s expertise. Embracing video as part of your marketing strategy is a powerful step toward driving more clients to your firm and enhancing your online presence. Here are 10 tips to better utilize video marketing for your law firm to get more views.

Set Goals for Your Video Marketing Strategy

Businesses may make the mistake of creating video content without first starting off with a strategy. Before filming a video, it is important to set goals for what you want to accomplish with your content.

Generate Video Topic Ideas

After you have your goals in mind, it is important to plan out your video topics. It can be helpful to organize these in a spreadsheet or document format for future reference. There are also a variety of tools available to generate video topic ideas, including:

• Semrush: Their Keyword Magic Tool allows you to enter a term like “family law” or “DUI” to generate a list of related keywords
• Answer the Public: This generates sentence or question-based topics that are related to a specific niche
• Tubebuddy: Use the Keyword Explorer tool to find high-volume, low-competition keywords to target in your YouTube videos

By using these tools, you can identify topics that resonate with your audience and align with your goals.

Experiment With Different Video Types

There are many types of videos to create depending on your goals and the topics you want to talk about: reels, YouTube shorts, long-form videos, etc. It can be fun to experiment with different video types to see how they perform with your audience.

Decide on Your Platforms

Where you post and promote your videos will vary depending on your goals. The great thing about many of these platforms is that video content can be recorded, reused, and reposted across platforms.

Plan Your Production

As long as you have a video camera, smartphone, or laptop/tablet with a camera and access to editing software, you can record great videos. A little planning will go a long way to ensuring your content is as high quality as possible and conveys what you want it to.

Add Eye-Catching Graphics

Adding graphics like animations, screenshots, captions, or images, during the editing process is a great way to keep viewers engaged with your content.

Optimize Your Videos

Optimizing your videos involves steps like adding keyword-rich titles, engaging thumbnails, and detailed descriptions to help your content rank higher on platforms like YouTube and Google. For example, if your video covers “How to File a Personal Injury Claim,” a clear title and relevant tags like “personal injury lawyer” or “file a claim” will make it more discoverable. Additionally, consider adding subtitles and timestamps to improve viewer engagement and accessibility, both of which can contribute to better visibility and audience retention.

Promote Your Videos

Get creative with your video marketing strategy by posting to various channels with engaging captions, different hashtags, enticing calls to action, etc.

Include Calls-to-Action (CTAs)

Be specific about what action you want viewers to take whether that is calling your office, subscribing to your channel, liking your page, or sharing your video. You want to make it super easy for them to reach out or learn more about your practice.

Analyze Performance

Tracking and analyzing performance data will empower you to make better videos tailored to the interests of your particular audience.

Partner With Professionals

Anyone can start creating video content, but it is important to find subject matter that is engaging and relevant to your audience. The world of video marketing is not as intimidating as it seems and it could be the route that helps make your law firm successful. Let the marketing professionals at BluShark Digital help you customize a digital marketing strategy that includes the best type of content for your business. Call today to learn more.