Law firms and lawyers can benefit from developing a strong social following just as much as any business. After all, what better way to establish a personal connection with your clients than to connect with them where they spend most of their time? Of course, you do have to make sure that you approach it correctly if you’re going to succeed.
So, what’s “correct”, and how can you make sure that you’re doing things the right way? For starters, you can take advantage of learning from those who came before you. In the list below, we’ll cover 10 of the best that you can follow to help your law firm specifically. First, though, let’s talk a little more about video marketing and what it has to offer.
By 2022, it’s estimated that 82% of all Internet traffic will come from videos, either streaming or downloaded.
If that’s not reason enough to get on board, here’s a quick look at how YouTube did in 2020:
That’s just YouTube. Think about the rest of the options. TikTok, Facebook, and even LinkedIn offer tons of opportunities for video marketing that can help you build your following. Even though video hasn’t been available that long, LinkedIn recently surpassed YouTube as the most popular video platform for professional marketers.
Here are a few more numbers, just to give you an idea of how far it spans:
What does that tell you? It says that the industry is changing and that now is the time to get on board.
We get a lot of inquiries on this one, both from law firms and other professionals who aren’t quite sure what to do with video. First, we’ll tell you that part of the insight and advice that you’ll get below includes ways to use video marketing to get noticed. Secondly, we’ll tell you that aside from the obvious commercial-style marketing video, there are tons of types of videos you can create and share.
Explainers and how-to videos are great for getting the word out. Not only will you be able to explain the legal process for various types of cases, but you can help people understand various law topics and what to expect from their own case, along with other valuable information and insight. You can also add client testimonials or create a video that allows you to showcase your successes by using news stories or other media files.
Law firm video marketing can also cater to specific areas of practice. You can create videos to attract lawyers to your firm, to generate connections with other legal entities and professional organizations, and so much more. It's essentially giving you a chance to connect with anyone and everyone and reach them with content that gets noticed and gives people the answers that they need.
These are just a few of the ways that you can use video in your law firm or legal practice to build a following and make an impression while building your brand online. If you do it right, you stand to gain a lot of followers on all the platforms that you use.
To help with the “doing it right” part, here are 10 people that can help you with legal video marketing in all kinds of different ways.
This TikTok success is all about helping people get the mindful legal advice that they need. At Mindful Estate Planning, she focuses on trademarking and estate planning, offering a Facebook page and YouTube channel in addition to her TikTok videos. She offers a personalized approach to each and every person she encounters, and that personal connection is what is conveyed in her videos. She is all about keeping things simple, which as she knows in the area of estate law, can be difficult for even the most experienced and educated people. You’ll find a lot of insight and tips to help you improve your video marketing efforts when you see just what she can do.
Stephen Stanwood is an attorney and creator that helps people with all kinds of issues, including intellectual property and others. He takes video and uses it to engage people and create a personal connection, focusing on educational resources that help people understand legal matters and give insights that might not be found elsewhere. He understands the importance of acting like a human, not a “lawyer” and just wants to talk to people about how he can help them with their legal needs. You can learn a lot from his casual but professional style and the way that he approaches video and social media marketing.
Although their videos are primarily featured on LinkedIn, Bracewell’s thought leadership videos are setting them apart in the legal industry. They focus on providing helpful videos rather than worrying about the “hard sell” and that allows them to take things in an entirely different direction. They share industry insights, answer questions, and make people feel trusting and welcome. They even help with dissecting current trends and sharing industry updates along with their own perspectives, which gives you a chance to connect to them and get that personal feel. That's what brings people in and keeps them coming back.
Known also as @TheTradeMarkAttorney, Michelle Murphy is the owner and lawyer that runs this firm. She offers tons of viral videos on TikTok, where she has more than seven thousand fans, including videos about trademarks and the process of getting them, and so much more. She has more than 200,000 views on most of her videos and she’s been interviewed on legal podcasts and more. She repurposes videos to use for LinkedIn, following the very important concept of COPE: Create Once, Publish Everywhere.
If you want to learn from someone that’s succeeding with educational videos, Y Law Group has a YouTube page that you need to know about. They offer so much help with simple things like filling out forms to more complex topics like navigating legal matters, and more. The quality of these videos combined with the focus on helping the audience allows them to gain people’s trust and build a strong following, even among those who may not need legal help immediately. Their social followings are all strong and their videos on YouTube offer something for just about everyone.
At Schwartz Conroy & Hack, they practice insurance law. However, they also practice a mean video marketing strategy, offering plenty of how-to and educational videos for clients, as well as insights about their practice and the type of work that they do. You will find their following to include clients, legal professionals, and others, and you will quickly see why they’re worth following if you want to boost your law firm’s video marketing efforts. They are realistic, down-to-earth, and make sure that they cover complex topics in a simple way that works for everyone, no matter what topic they might be covering.
Jones Day has a lot of great videos, but they’re definitely ones to watch if you want to create great recruiting and employee engagement videos that you can use for marketing. They know all about how important it is to showcase company values these days, which is why they’ve dedicated an entire channel to their careers, letting lawyers know why they should join the firm and what people can expect when they become a part of the organization.
With several different types of videos to lure in the best candidates, they’re proving that video marketing is a great recruiting tool for building a following and more.
White & Case offers a lot of education on legal topics, sharing videos on LinkedIn, Facebook, and other sites that help people understand complicated legal issues. They break things down so that they’re easier to understand and they offer a diverse cast in their videos so that you get an educational approach from all different types of people and angles of law. They are all about connecting with people and relaying information that everyone can understand, which is something that your law firm can learn from when you are looking to grow your audience. In the legal field, being the educational solution, that clients need can go a long way in building your success.
This influencer is best known on LinkedIn, but that’s due in part to her YouTube videos, and she’s also got a robust Facebook following. She has a podcast and often posts snippets of the podcast on her video channel, along with educational and fun content that can help people learn more about legal matters and the industry itself. She helps give people a preview of her offerings and draws them in to want more, offering advice for lawyers, marketing tips for videos, and other assistance to her fellow attorneys and legal professionals in addition to all of the resources that she provides for clients and potential followers.
In a sea of legal terms and monotonous, droning voices, Attorney Tom brings energy and a lively nature to the video world. He's got almost 500K subscribers on YouTube and quite a following on Facebook and TikTok, too. He is a personal injury lawyer, but he offers insight on all kinds of legal topics and areas of practice. He likes to do “react” videos to show people what real-life situations are like and what lawyers have to deal with on a regular basis, connecting with people on a more personal level than a lot of lawyers out there today.
Attorney Tom posts videos at least a few times a week and most of his videos have more than 50K views, with some up into the hundreds of thousands.
You’re already busy building your practice and taking care of your clients. There's little time for much else, and when you have to add something like video marketing to the mix, you’re going to have to make some concessions—or you could just make some good partnerships. For one, you can partner with the virtual receptionists at Smith.ai so that your calls, chats, and other messages are handled 24 hours a day, seven days a week.
That way, you can focus on your marketing efforts and building your business while we focus on fielding client inquiries, leads, and more. We'll even handle Facebook message answering for you if you want, giving you the chance to free up as much time as possible. And we’ll help you create the perfect strategy for managing all of it, no matter what your business needs.
Learn more when you schedule a consultation to discuss our 24/7 virtual receptionist services, from Facebook and live chat answering to intake and scheduling, and so much more. You can also reach us at email@example.com or (650) 727-6484.
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