Short & Sweet: Video Marketing by the Numbers

Vital Facts To Have At Your Disposal

As businesses and marketers find more creative ways to attract viewers, video has become a meaningful part of the strategic conversation. Video isn’t just an “up-and-coming” attractionit’s a necessary component of content strategy. Video opens the door for communication, displays your brand story, explains your value proposition, and helps build relationships with potential clients. 

Recent statistics show that video content is not only effective but also growing at an impressive rate. Here are a few need-to-know video marketing stats to keep in mind when crafting your content strategy. 

Simply creating content isn’t enough. 

If you’ve heard horror stories from lawyers who spent a fortune on video content only to see a lousy return on investment, just remember one thing: Like most things in life, there’s a right and a wrong way to produce video. 

Does this mean video is a waste? According to the stats, that assumption couldn’t be farther from the truth. So, what’s the problem? These law firms are producing ineffective videos. 

Sure, attorney profiles and firm introduction videos are nice, but these short-and-sweet pieces of fluff won’t convert for one reason: They’re unhelpful to your viewer. According to Google, 65 percent of people use YouTube to help them solve a problem. Meaning, the best way to communicate with your viewers is to create “I need” content—content that answers your potential clients’ questions. 

Video content drives organic traffic. 

One video, if optimized, has the capability of driving a significant amount of traffic to your site. This is because search engines (and social media platforms, LinkedIn in particular) love video content. Why? Because video has a high engagement rate. (Video generates 1,200% more shares on social than image and text combined!) 

Sixty-eight percent of people say they’d prefer to learn about a new product or service by watching a short video—which makes video content the most popular learning tool on the internet, beating text-based articles by 15 percent, infographics, presentations, and pitches by four percent and ebooks and manuals by three percent. 

Video marketing is here to stay.

More than three-quarters of all businesses using video marketing are seeing consistent results, so why not add your firm to the list? Video encourages engagement, increases understanding, and gives your site the chance to rank on Google, Bing, and Yahoo. (Video content also improves your site’s authority and value, which is why integrating a FAQ page or video how-to guide is essential.) 

THELAW.TV produces effective marketing videos for law firms. We’ve produced more videos for law firms than any other company in the nation–that’s more than 200,000 videos. Choose from Video FAQs, like the ones we mentioned in this blog post, or Video Blogs. Either way, we’ll help you communicate a story to your prospective clients. 

We’ve been working with top law firms for more than a decade. Instead of letting you flail in the wind, we provide firms with the most searched questions for their practice area, open and closing graphics. Unlike other legal video companies, we strive to help your viewers. They’re on the lookout for legal help, not a documentary–and our videos are designed to do just that. 

Utilizing Your Content Correctly

How To Make Your Videos Work Overtime

Sure, some firms are content-producing powerhouses. From social media posts to thought leadership pieces, they seemingly have it all. Except, they don’t and here’s why—content only works if it benefits the client. Don’t let the flashy websites fool you. If the content lacks the how, what, when, where, and why, it’s not working and we can guarantee it’s not attracting new clients. 

Firms that are busting out content left and right aren’t putting in the work. They’re coasting on “thought leadership,” buzz words, and persuasive language. Which is, according to the general public, the notorious way of the lawyer, isn’t it?

Work smarter, not harder. 

Instead of following in the footsteps of these meaningless-content-churning firms, take a step back and evaluate your content marketing methods. Ask yourself: Will this add value to my viewers’ life? If not, trash it. What’s the point of creating hundreds of blog posts, videos, or Instagram posts if they’re valueless? Remember, quality beats quantity every time, especially when it comes to content. 

Create valuable content. 

You’ve probably heard the phrase Content is King, right? If not, let us enlighten you. In 1996, Bill Gates wrote an essay titled “Content Is King,” which was published on the Microsoft website. In it, he wrote: “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.” 

Two decades later, this thought process is still right on the money. Think about it this way—what’s the first thing you do when you get out of bed? You probably check your email or peruse Twitter for the news. Don’t be ashamed, you’re not alone. In fact, more than 46 percent of Americans check their phones before even getting out of bed

Now, think about how you consume your news, memes, what have you. Much like your potential clientele, your time is limited, which means you’re particular about what you click on and why. Let’s say your target audience searched for something like: How much does it cost to hire a real estate attorney? 

Do you think they’ll click on a 1,000-word blog post on how great your firm is or a to-the-point video post that answers their question in less than three minutes? The answer here is simple—your audience is going to click on content that offers a solution to their problem. That’s usually why we search in questions or key phrases rather than singular keywords. 

Video marketing is easier than you think. 

We use the term “video marketing,” but in reality, video marketing is content marketing. (Content isn’t just type on a screen, you know.) A few years ago, keyword stuffing and poorly formatted blog posts worked. Today, however, things are a bit different and ranking on page No. 1 takes more than a few strategically-placed keywords. 

The good news? Google loves video content. (Google owns YouTube, so make of it what you will.) According to filmora, you’re 53 times more likely to be featured on the first page of Google if your content involves video. That’s 53 potential clients you’re missing out on, give or take. Still unconvinced? We can help. 

THELAW.TV produces effective marketing videos for law firms. We’ve produced more videos for law firms than any other company in the nation–that’s more than 200,000 videos. Choose from Video FAQs, like the ones we mentioned in this blog post, or Video Blogs. Either way, we’ll help you communicate a story to your prospective clients. 

We’ve been working with top law firms for more than a decade. Instead of letting you flail in the wind, we provide firms with the most searched questions for their practice area, open and closing graphics. Unlike other legal video companies, we strive to help your viewers. They’re on the lookout for legal help, not a documentary–and our videos are designed to do just that.