Why You Don’t Need Saul Goodman To Get Great Video Marketing For Lawyers

Why You Don't Need Saul Goodman To Get Great Video Marketing For Lawyers

Ben Thomson* Video marketing for lawyers continues as a mainstay for great law firm marketing and its popularity is growing.

Research by Passle, a marketing platform for professional services firms, shows that 144 of the top 200 firms used the video platform. US personal injury firm Morgan & Morgan was the most popular, registering more than eight million views. Jones Day, which came second, registered 265,884 views. 

The Video Marketing Statistics Tell The Story

Video content creation is a proven success across multiple professions and industries.

In 2021, research provided some interesting stats, including – 

  • Marketers using video can grow their revenue potential almost 50 per cent faster than those who do not do so
  • 96 per cent of those using video had used video for an explanation video while 84 per cent said video had convinced them to use a service or buy a product by watching a video
  • Over 90 per cent of marketers regard the use of video as a key part of their marketing strategy, continuing its rapid growth.

1. Jones Days’ Law Recruitment Video

 

There can be a certain sameness to law recruitment videos, but Jones Day have really focused on the key question that lawyers seeking to work at the firm would want to know – Why work there.  The lawyers discuss their firm experiences and why they joined, explaining the benefits and first year experiences.

 

 

 

2. Law Firm ‘About Us’ Video – Small Firm – Big Vision

 

Here’s a small Australian law firm that has been able to develop the culture and character of the firm and what motivates it in a way that generates personality and resonance for those watching a video that generates high views.  There is an authenticity that creates a strong impression

 

3. Legal Explainer – What’s Happening in Your Area of Expertise?

 

This video from attorney Moumita Rahman is from the ‘hot’ immigration area where law changes and engaged (potential) clients abound.  On this occasion, Moumita explains new plans from the Democrats for a “Plan B” after a Pathway to Citizenship provision was rejected.  Straight-to-the-point explainer.  

4. Law Firm Introductory – Why We Do What We Do

 

This South Carolina law firm did a great job through its storytelling and explaining how they started in the profession and what motivates them.  A useful and engaging approach to providing emotional resonance to the introduction to the firm.

5. The Gibson Firm: Good Messaging With ‘Heart’

 

Gibson firm’s video is well shot and creates a message with impact, bolstered by testimonials from clients that will work to create trust in what the law firm can do.  It also provides some human connection via the narrator so that you can bond and identify with him through a purely human touch to the story.

 

6. A Unique Big Law Take on Law Recruitment

 

This presentation displays the energy and creativity (and the audience) of a vlogger who has worked with the support of Linklaters to create a video about working for the firm.  Instant appeal and engagement through the use of someone using the video tool and in the right demographic.

7. The Tough Guy Personal Injury Lawyer Piece

 

This video from Nussbaum Law has high production values as it focuses on the principal who explains his passion for his work and his background, bringing in the tough attorney combined with the humanity of doing something better for his clients.

 

8. Porter Wright – Passion Project Success

 

Here is a law firm video (the latest in their series on this event) that has moved away from the issue of ‘the law’ as such by taking an entirely different approach, looking at the firm’s lawyer competing in a bike race raising money for cancer.  With strong emotional impact (always a powerful approach in any marketing) the video creates a strong bond with the lawyers through their sheer humanity.

 

Conclusion

Finally, you should also make sure you measure your results so you know how you’re going with your video marketing and how you can improve or add additional, valuable videos from a marketing viewpoint.

The number of views is certainly a good metric to watch, obviously.  But viewing is not everything as you are really looking at the leads your video can generate.  After all, one quality new client can make your video efforts very well worth while.  A single valuable client can make your law firm video marketing efforts the holy grail of marketing.  For many lawyers, it already is.

 

 

 Author Bio:

Why You Don't Need Saul Goodman To Get Great Video Marketing For Lawyers

Ben Thomson writes on legal marketing and related matters for LawFuel and other publications related to law SEO, content marketing and related matters.He may be contacted at webtrafficrules@gmail.com

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