One of the most effective ways to capture leads with video is to take a subject you know will be of great interest to your prospects (tip: answer a common question/concern you’ve heard from most of your clients) and create a short video to distribute on your website and social media platforms.
Your video should make an offer to download a free eBook or other premium content like a newsletter and drive those who click on it to a landing page where they can get that material once they provide their contact information.
Landing pages are essential to lead conversion. They have no other purpose than to direct someone to fulfill your call to action. Your landing page should include your video, some additional succinct selling points that support the call to action, and a built-in form that captures a name and email address.
Creating and Distributing Your Video
Your video should be no longer than two minutes (about 300 words) and contain the following points:
- What you do (NOT “We are a personal injury law firm,” but “We help injured people get the compensation they deserve.”)
- Address their pain point — the problem they are having.
- How you solve their problem — brief, friendly overview.
- Call to action — “I’ve developed this special eBook for people who are going through exactly what you’re going through right now (address the issue).”
- Proof — use graphics like authority badges (10.0 Avvo rating, etc.), testimonials or case study results.
Now that you have created your video, it’s time to leverage it across all your social media platforms.
YouTube — Upload to YouTube and be sure it is optimized with a URL in the description, a catchy title and your call to action. You should also add an overlay with a link to your landing page.
Facebook — Share on your Facebook page in a status update with a clear call to action. Then use Promoted Posts and Page Post Ads to push additional traffic to your offer.
Twitter — Tweet your YouTube link and a link to your landing page.
LinkedIn — Post on your profile page and in an update.
Pinterest — Add your YouTube video to Pinterest and be sure to fill in the description with a URL and call to action.
Other Uses for Video in Legal Marketing
Website welcome — adding a video to the home page of your website helps you connect immediately with visitors. If you can add client testimonial videos, this is even better.
Online library — not only does adding a robust video library to your website and YouTube help you build trust and authority for your practice area, it also helps with your SEO.
Webinars — educational video webinars will extend your reach much further than if you were making these presentations in person. You can upload your webinar to YouTube, create a link to a landing page and create an opt-in form to have visitors sign up for your newsletter or download an eBook.
Email marketing — using video in your email marketing can increase your click-through rates by up to 300%! Direct readers to a landing page offering a free consultation.
As with any legal marketing initiative be sure you consult the state bar rules where you practice for guidance on online legal marketing. If you work with a marketing agency, be sure they understand those rules and abide by them.