The following is a guest blog post by Nicole Abboud, Esq. Ms. Abboud is a Millennial speaker, former practicing attorney, producer and host of The Gen Why Lawyer Podcast, and founder at Abboud Media—a video branding and marketing agency for lawyers.
Your potential clients are online, searching for answers to their legal concerns by consuming digital content. Videos are one way they seek answers. In fact, with over 1 billion hours of YouTube videos watched per day and YouTube ranking as the second largest search engine on the web, it’s safe to say that video is a highly effective way of reaching potential clients.
Video is a powerful tool for building trust, cultivating your personal brand, and growing your law practice. Through video, you can humanize yourself (and yes, every lawyer has a human side) and build a relationship of authority and trust with your viewers (aka potential clients). Most importantly, video allows you to dynamically communicate your expertise and thought leadership in your practice area through the consistent delivery of informative and valuable content.
There’s always some hesitance around using an unfamiliar medium, but video doesn’t have to be intimidating. Here are three simple types of videos to get started on your video marketing and branding:
- Welcome/Introduction Video. Create a video introducing yourself to viewers, highlighting what you do, and explaining why you’re the person to help them with their legal matters. This video is typically located on your website Home Page or YouTube channel trailer and acts as a welcome mat for your online visitors. Using this “Introduction” video, you can take potential clients on a virtual tour of your office, walk them through the client intake process, or highlight your staff members. Think of this video as your way of breaking down the preliminary fear that potential clients experience when first reaching out to an attorney.
- Teach-What-You-Know Videos. Use videos to discuss, explain, and educate viewers on what you know best. Offer updates on legal trends, general legal tips, and other “how to’s” when it comes to your practice area. Record your responses to Frequently Asked Questions (FAQs) and include those videos on your website. These types of videos will build your credibility and reputation as someone who’s helpful and knowledgeable in that practice area. Once viewers come to recognize you as an expert in your field and an all-around helpful person, they’ll be more likely to reach out to you.
- Stay-In-Touch-With-Your-Contacts Video. If you periodically send your contact list newsletters via email, then consider including a video message in your next one. Record a short (1-2 minute) personal video message wishing your contact list happy holidays, making a special firm announcement, showcasing your firm’s participation in a local charity event, or explaining relevant case law exclusively for your email recipients.
Using video to communicate with your current and potential clients elevates the level of interaction beyond mere text on a page and establishes a stronger connection. I wish you the best of luck with your video content creation—and don’t forget to have fun with it!
For more on acquiring clients through marketing and other methods, turn to CEB’s California Basic Practice Handbook, chapter 1.
Other CEBblog™ posts you may find useful:
- 10 Steps to an Outstanding LinkedIn Profile
- Starting Your Law Practice: Taking the First Steps
- Blog, But Blog Ethically
© The Regents of the University of California, 2017. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.