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Q&A: Social Video Best Practices for Attorneys

With offices closed and most of the population isolating themselves at home, the coronavirus pandemic has changed daily life as we once knew it. However, the world has not stopped. There are still people who are facing legal situations in which they don’t know where to turn, and they’re conducting even more online research to find out which firm is the best choice for them.

Attorneys should consider how they can shift their marketing strategies to capitalize on opportunities brought forth by coronavirus. To engage with potential clients in the long term, we’ve found social video marketing to be an efficient and effective tactic.

Why should attorneys create video content?

Even though COVID-19 has turned most attorneys’ day-to-day operations upside down, your long-term marketing goals should be similar to what they’d be during a more normal time period: establish yourself as a trusted resource and convince potential clients that your firm is the most well-equipped to handle their legal situation, whether they’re facing one right now or not.

Even under normal circumstances, video helps your target audience comprehend and retain information — studies show that humans process visuals 60,000 times faster than text. But there are additional factors that make this a great time to start producing video content:

  • With the vast majority of Americans under stay-at-home orders,people are spending considerably more time on social media: Facebook recently reported that usage of their services has increased by up to 70% since the crisis began.
  • Sprout Social recently conducted a survey about consumer trust, which revealed that 85% of people are likely to stick with a brand through a crisis if the brand is transparent.

Combine these consumer preferences and habits, and you’ll start to see why all signs point to social media video as a marketing tool that works well for the task at hand.

How do I get started?

There is a popular phrase among photographers: “The best camera is the one you have with you.” This means that the content itself is what matters most — you should obviously try to make yours as visually pleasing as possible, but at the end of the day, it doesn’t take professional equipment to capitalize on the benefits of video.

If you own an iPhone or Android that was released in the last few years, you should have everything you need to get started. Your phone’s camera and microphone are technically sufficient to create videos that will fit right in on Facebook and YouTube, so if you’re just starting out, your best bet is probably to tap the camera icon and get shooting.

If you want to up your production value, however, there are a few simple ways to make high-quality video without a Hollywood budget:

  • Plan an opening and closing statement and use an approachable, conversational tone
  • Place the speaker so that he or she faces a large, sunny window
  • Choose a background free from any distractions
  • Use a tripod to ensure your video is steady
  • Avoid areas with lots of background noise

What topic(s) should my content focus on?

The two main keys when creating video content are to be genuine and informative. Here are a few pointers on what that means:

  • Genuine content…
    • Is not a sales pitch. Especially during times like these, people are coming to your page for help, and being overly salesy could actually have an adverse effect on your brand. Stick to a long-term strategy and your content is more likely to pay dividends.
    • Is consistent in tone with the rest of your brand. Give viewers a look at what they can expect if they choose to work with you and bolster your brand by ensuring that video is cohesive with the rest of your content.
  • Informative content…
    • Sets potential clients’ minds at ease by making sure their most pressing questions are answered. Ask your followers what they’d like to see, or use Google Trends to make sure your content is timely and insightful.
    • Focuses on how viewers can benefit from watching your video — not your firm. Have a central “thesis” or major takeaway in mind, then discuss supporting evidence and examples of the ways you’ve helped former clients.
    • Tells viewers how YOU can help them through their legal situation. Be as specific as possible when explaining the options people have in the situations they may be facing, as plenty of other firms may be vying for their attention.

How can I maximize my content’s impact?

It’s important to keep in mind that it will take some time to establish yourself as a local authority. Building your brand is a marathon, not a sprint, and producing consistent, valuable content is key. You shouldn’t expect the calls to start coming in after you click upload on your first video. But over time, video content has proven to be an effective method for attorneys who want to attract more clients.

You should also consider that even the best video strategy doesn’t make up an entire marketing plan. Video effectively builds trust with your target audience, yes, but it’s only one piece of the promotional puzzle. Think about what you’re doing to help people find your content and encouraging them to act on it.

To learn more about building a comprehensive marketing plan that can help your firm attract new clients during and after COVID-19, visit our resource page or contact us today.

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