Today let’s talk about the buyer’s journey when it comes to choosing an attorney. A client’s journey usually starts in the Awareness stage with a problem they need solved. So they go to Google, they type in a question, and they search for a solution. Once they find a suitable response, they enter the Consideration stage, and they will begin to research the firm that provided them with their answer. Finally they enter the Decision stage, where they may be ready to contact the firm, or they just need a tiny nudge.
So how do we use video marketing to drive new leads through each of these stages?
First, FAQ videos are the most effective form of content in the Awareness stage. The questions are usually low in competition, and producing a video will really help your firm stand out in the search engine results.
Once a visitor is on your site, drive them towards a high quality legal brand video. High quality video has been shown to triple website conversion rates.
At this point, many clients will be ready to pick up the phone. But if they need that final push, producing client testimonial videos and success stories can be just the thing they need to see. 57% of legal clients say watching a video increases their confidence in a firm.