5 Reasons Why High-Quality Video is Essential for Your Firm (Working Title)

5–6 minutes to read

OTHER POTENTIAL TITLE: 5 reasons why video quality matters to your firm

According Forrester Research, a minute of video is worth 1.8 million words. But, what should those words to say?

With online video traffic sustaining skyrocketing year-over-year growth, consumer research has shown that one fact is certain: people want video, and they will continue to consume it at a staggering rate.

By this stage in the game, it is understood that having an accessible online video presence should be an essential facet of your marketing mix. But, simply having a video marketing strategy isn’t enough to differentiate you and your firm from competitors. What can differentiate your firm; however, is the quality of your content.

High-quality video marketing has a tremendous power drive traffic, convert leads, and pay long-term dividends for your firm. Highlighting several major benefits from an effectively targeted, high-quality video marketing campaign, here are 5 reasons why you need a high-quality video strategy for your business:

1. High-Quality Video Drives More Visitors to Your Website

The first step to closing clients is to make them aware of your services. Cue video marketing.

Behind Google, YouTube is the second-largest search engine on the web today. The kicker? Google owns YouTube. Therefore, Google favors video (and especially YouTube) when it comes to indexing and ranking pages in organic searches. In fact, videos are 53 times more likely to rank on Google first-page searches and generate 41% more clicks than text-only pages.

At the awareness stage, the key to producing quality content is to capitalize on user keyword searches to enhance visibility and establish your firm as a trusted resource. You want to be seen. Helpful content to build authority at this point includes FAQ, educational, and how-to videos that capitalize on search requests; particularly long-tail searches.

FAQ and how-to videos are short, effective, and efficient ways to capitalize on highly targeted long-tail searches for user questions. For example, if keyword research indicates that commonly searched phrases for finding an accident lawyer are “how to find an accident lawyer” or “what kind of lawyer should I hire for an auto accident”, having several short FAQ videos such as “5 Tips for Hiring an Accident Lawyer” or “How to Find the Right Lawyer for an Auto Accident” will not only respond directly to the question at hand, but depending on quality, succeed in establishing yourself as a trusted authority on the subject matter.

By capitalizing on commonly used, high-volume search terms and answering questions with easily digestible and informative video content, you will substantially increase the visibility and trust of your firm’s legal services.

2. High-Quality Video Marketing Leads to Higher Search Rankings

Videos have the ability to organically rank more than once on Google, furthering your ability to attract new leads and subsequently close more sales. How? Online videos aren’t tied to a single source, and you can repurpose content and share videos across multiple channels to increase the effectiveness of your video marketing campaign.

If properly optimized, videos can rank organically on Google via 1) YouTube, 2) websites, and 3) blog posts. If done correctly, it is possible to rank as the top 3 search results for a single piece of video content.

By tripling the visibility of your online content, you triple the visibility for your services. Now, imagine if you had a steady stream of FAQ content tailored specifically to your target market’s key questions. The potential is endless.

3. High-Quality Video Converts More Customers

After engaging users in the awareness stage and directing them to your website, the next step is to further your brand positioning throughout the consideration stage. One of the best ways to accomplish this is with a brand video.

Brand videos dig further into your services than quick-hitting FAQ content, increasing web traffic while engaging, educating, and entertaining potential clients with your brand’s story. Who are you? What makes you the best choice for representation? Why are you the best solution to their needs?

The success of brand videos lies in their humanizing touch. By allowing people to connect with you and your brand on a deeper level, you further their trust and build confidence in your ability to represent them as their legal counsel.

Expanding on this idea, including a high-quality video on your homepage has been proven to increase conversion rates by nearly 300%, and will increase a visitor’s time on site by an average of 2 minutes.

Furthermore, 57% of clients say that video increases their confidence in a legal firm. Quality content not only spurs extended contact with your brand, but it encourages higher engagement rates, better client confidence, and it increases the overall likelihood of hiring your firm.

4. Low-Quality Videos Hurt Brand Perception

Low-quality video is one of the greatest pitfalls that many firms face when turning to video content, and it is a common make-or-break point for the success of video marketing campaigns.

Amateur content suggests amateur capabilities; it’s as simple as that. According to Brightcove, 62% of consumers are more likely to have a negative perception of a brand that published a low-quality video, and 23% would hesitate to purchase from the brand.

It doesn’t take an expert to realize that poor quality video marketing leads to a poor perception of your brand which, in turn, leads to poor performance for your campaign. Poor-quality videos are not only ineffective, but they can actually deter potential clients from engaging with your firm.

Again, it’s not enough to just use video marketing, your overall video message needs to be tailored to fit your brand while tying into your overall marketing strategy.

5. High-Quality Videos Can Harness the Power of Social Media

Social media has a 100% higher lead-to-close rate than outbound marketing, making it an extremely effective tool for driving consumers toward the end goal: hiring your law firm. Some of the greatest benefits of video marketing on social media (and especially on Facebook) are it’s low cost per click and highly-targeted approach toward directing your ads to the right consumer.

Social media also opens up a venue for dialogue between you and your audience, allowing subscribers to become more intimately involved with your brand and services. By creating an ongoing community among your followers, you are taking advantage of yet another effective technique to create continued conversation and further sales opportunities.

While these 5 reasons only begin to scratch the surface of the power of video marketing, they paint an effective road map for several of the ways that high-quality video can be an effective tool for growing your practice.

To review, high-quality video marketing can:

  • Lead to higher search rankings
  • Drive more visitors to your website
  • Convert more consumers to customers
  • Enhance and reinforce positive brand perception
  • Harness the power of social media

If implemented correctly, quality video marketing can have a direct, long-term impact on your firm’s bottom line. By effectively utilizing these techniques you can use video marketing as a powerful tool to not only make sure that you can direct more visitors to your website, but to convert more visitors into clients.

After all, which do you think is easier? Watching a 1-minute video regarding your practice, or sitting down to read 1.8 million words? The answer is obvious, we’ll take the video every time.


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