Every day internet users spend 1.5-2 hours watching videos. For estate planning law firms, having a video presence on platforms is necessary to attract and acquire future leads and clients because that’s how modern consumers collect information and make purchasing decisions.
By Erik Garcia
Marketing Specialist, Screenfire Media
Eighty-five percent.
According to studies, that’s the percentage of consumers who say digital video helped them make a purchasing decision. Want more numbers? Youtube is the number two search engine on the internet. In fact, American users are 87% more likely to take action after discovering a product or service on Youtube. What does that mean for professional industries like estate planning law firms?
If you’re not leveraging video, you’re missing out on a massive opportunity to gain eyes and build trust.
The process of estate planning is complicated and emotional. That’s why most people are anxious about it. They’re worried about costs, legal jargon, and choosing the right partner. These are real human issues that require human connection to make it as comfortable as possible.
Video marketing can help establish that connection through a medium that can humanize your firm immediately without breaking the bank.
You don’t need a professional setup. If you have a smartphone, you already have a professional-grade camera in your pocket. You don’t need to rent out a studio. Your office will more than suffice.
The main obstacle is deciding and then creating the type of content that succeeds on social media and the internet. It’s both science and art, but below are three concepts that can be easily executed with a little planning and execution.
- Explainer Videos: Much like the name suggests, these are short videos that can be utilized to explain confusing legal topics like wills vs. trusts or power of attorney. You can look right into the camera and explain the concept that your future client is nervous to ask for clarity about.
- Client Testimonials: Although these require logistics and scheduling interviews with current clients, these go great on your firm’s website to go further than just a posted quote from a person no one knows. You can highlight real people that your company has given real relief to. These stories are gold for credibility.
- Behind-The-Scenes: What’s more humanizing than showing what a day in the life of an estate planning law firm looks like? Watching a short video of your firm taking your team’s lunch order may surprise you with how entertaining and interesting it is. This gives you the ability to show how you work, who’s on your team, demonstrate the culture your employees exhibit on a daily process, and present what makes your process different.
Once that content creation wheel has started, the work does not end there. Most companies just post the video, forget about it, and hope someone sees it. Don’t forget that you have other marketing channels at your disposal. Integrate videos into your email newsletters, add them to your website, and share on LinkedIn or Facebook. Every channel counts.
How do you know it’s working? It’s vital to ask that question and learn how to leverage data analytics along with internal business metrics.
- Track views, watch time, and direct responses (like new consult requests).
- In email, compare open and click rates before and after adding video.
- Ask new clients how they found you. If they mention a video, you’re on the right track.
In a world where every day you personally watch people walking down the street and driving in their cars while watching videos on their phones, it should be obvious to you that video content is king. Any company not doing this is essentially bowing out from how the world communicates with each other today.
If you’re an estate planning firm, what’s holding you back from pressing record?
Reach out to Screenfire if you want to see how we can help your estate planning law firm with its video marketing needs. Visit us at www.screenfiremedia.com.
