Law firm marketing videos should both inform and enlighten. A percentage – perhaps 25% – of your videos should provide basic background information and answer frequently asked questions.
But you won’t gain much traction on YouTube, Facebook or Google if your videos merely recast the FAQ section of your website. There are enough law firm websites and other sources of basic information and common questions. Viewers are focused on their problems and want to know how you can help them.
You can separate yourself from the pack and develop a following of viewers and potential clients who know, like and trust you when you offer insight and enlightenment with your videos.
A bankruptcy lawyer, for example, can and should release an FAQ type video explaining the difference between Chapter 7 and Chapter 13. In addition to this type of video, however, that bankruptcy lawyer should release a video discussing when Chapter 7 is a poor choice, a video discussing mistakes to avoid prior to filing Chapter 13, and a video in which he discusses 9 steps to take in preparation for filing bankruptcy.
Potential Clients Seek Insight, Not Information
For most of your viewers, your area of the law is a “black box.” They believe that the system (lawyers, judges, the legislature) purposely makes the law opaque and indecipherable to the average person. If you can position yourself as a guide to this secret world, you will quickly become that trusted advisor and expert.
Many video production companies assume (wrongly) that you (the client) will know what to speak about, or they will advise you to put frequently asked questions into video form. This is a mistake and should be a red flag. The “secret sauce” in generating effective videos is not in the production but in the topic creation.
Creative and Thoughtful Topic Development Sessions are the Key to Your Success
At Proven Video Solutions, every package we offer includes regular and ongoing topic development sessions with Jonathan Ginsberg, an attorney who has developed, produced and analyzed over 750 legal marketing videos. We will identify “evergreen” topics in your area of law, topics associated with current news, topics that are likely to spur viewer engagement and comments, and topics that showcase your years of insight.
Our belief is that the money you pay a video marketing company should not be directed to expensive production. Simple, but professional production is important, but topic selection and talking point development is much, much more important.