Professionals Need Video & Social Media Marketing in Todays Word!

By Benson Fischer

In today’s world, attorneys, accountants, bankers, architects, money managers, engineers, doctors, mortgage brokers, real estate agents, etc. are utilizing the power of video in their marketing plans. The results are outstanding!

Did you know that over 70% of executives and decision-makers surveyed would rather watch a video than read text?  To bring more clients to your Professional Firm, at a minimum, you should have a professionally produced, 2-to-3-minute introductory video on the firm’s home page.

At the same time, create short 60-second individual introduction-bio videos for all your staff members who are directly involved with obtaining new clients and/or generating revenue. These 60-second bio videos are 88% more effective than a headshot with text currently on their bio page. In today’s world, potential clients want to see and hear you and your staff before they engage. Videos combined with digital marketing are the 2 key elements of a successful marketing strategy.

Research has revealed that professional firms utilizing video marketing combined with social media will increase the firm’s revenues on average by 42% to 60%. Video now makes up over 80% of all social media and viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.

Introductory Video

There are many good reasons to create an introduction video on your firm’s home page. You want the introduction video to be part of your firm’s revenue-generating process that will help you engage your viewers and turn them into clients and customers. The video on your home page will increase the time that people spend on the firm’s web page and helps engage first-time visitors.

There is an 80% increase in conversion rate when the video is added to the home page. Also, having a video on a home page makes it 53% more likely to show up on page 1 on Google search and other search engines. Keep in mind, that nearly 72% of consumers say they have been convinced to use a service by watching a video. Once you have created the homepage introduction video, consider other videos throughout the firm’s website.

Individual introduction-bio videos of all the firm’s “Revenue Generating Staff” are extremely effective!

These short 60-second bio videos should be placed on each staff member’s bio page (on the firm’s website) and utilized for advertising and marketing on business platforms and social media to drive new business to your firm. These short bio videos are extremely effective on social media platforms. Imagine the impact of all the firms’ bio videos (with the firm’s branding) linking back to the firm’s home page after being seen by thousands of potential clients daily. Best of all, there is little or no cost to post videos on social media (Facebook, Instagram, Twitter) and business platforms, such as LinkedIn.

Case Study

A large law firm placed a well-crafted 2-minute introduction to the firm video on the firm’s home page and had short 60-second attorney bio videos produced with each attorney outlining their background and specialty with a call to action.

  All the bio videos utilized the firm’s branding and the videos were placed on each attorney’s bio pages on the firm’s website. The bio videos were also uploaded to several business platforms and placed on each attorney’s social media pages. The result of the video marketing program produced a 49% increase in revenue for the first full year the video marketing was implemented and there was a 56% increase the following year.

Key Points To The Firm’s 2-3 Minute Introductory Video

Why are people visiting your firm’s website? Depending on what your firm specializes in, it is either to avoid some sort of pain or loss or to gain pleasure or find some sort of legal service that solves a problem.

Most firms exist to solve some sort of a problem: Your firm’s video should start by identifying the problem the potential clients may have as it relates to your firm’s services and the solution to the problem. For example: Are you starting a new business and need expert legal advice? Or, are you aware of all the new tax laws that will save your firm a lot of money?

Now that you have identified the problem, you must provide the solution. Your solution is not your firm, your solution is the way you solve the client’s problem. The more unique your solution the better.

Add a testimonial or success story to add credibility: Having someone else say how great your company is, has much more impact on a viewer than if you said it. If a client says it, it sounds natural and more important, believable.

The final step and most important, a call to action: You need to tell the clients what to do next, they may not do it at that very moment, however, you have educated them to know what they need to do when they are ready.

Focus on the needs of your clients and know that people do not care about your firm: What clients care about is solving their problem. It is also important to make sure the video features real people. You also need to humanize your firm because people want to do business with real people. Most professional firms create videos and websites that are faceless. This neglects the opportunity to obtain new clients entirely. It is important to give clients several executives to connect with, whether it is the company founders or the managing partners in your video is especially important. Finally, don’t try to cut corners to save a few dollars when selecting a professional video production & marketing company, remember “you only get one chance to make a first impression!” 

The Impact of Video & Social Media on a Professional Firm

Videos combined with Social Media improve your online reputation: Having branded social media introduction videos along with the firm’s staff’s bio videos with engaging content can make your firm appear more reputable in the eyes of potential clients. To optimize your social profiles, make sure they have information about your firm and practice areas, and individual attorneys share positive past client testimonials to provide social proof.

Videos combined with Social Media can establish your professional firm as a leader: Sharing your expertise on social media doesn’t just establish you as a thought leader — it can also help you attract followers who are interested in hearing your views. For example, commenting on a high-profile situation in your community or sharing your thoughts on new bills that affect your practice areas shows that you stay up to date on news and information that can affect your clients. People choose professionals that can get the results, so showing your expertise through thought leadership is a great way to improve your trustworthiness.

Videos combined with Social Media help you connect with your community: How does your firm show up for your community? Whether you give a yearly donation to a nonprofit, participate in a monthly service day for a local cause or sponsor the town’s little league, use social media to share how your practice cares about your community. Staying active on social media also lets you follow prominent leaders and businesses in your community. By engaging with other people’s posts through comments, likes and conversations, you can help boost your firm’s awareness by building social relationships.

Videos combined with Social Media make your professional firm feel human: Oftentimes, people who need a Professional are in vulnerable circumstances and want someone by their side who can empathize with what they’re going through. Giving your social followers an inside look at your firm utilizing video is a great way to show the human side of your practice. The firm’s highlights, client testimonials, and community-focused social posts will build a positive first impression for potential clients and show the personality behind your firm.

Don’t Cut Corners, Hire A Qualified Video Production Company

Anyone with an iPhone can make a video for next to nothing. However, that is not what you are paying for.  You are paying for results and a return on your investment! A qualified video production company knows how to write an engaging and compelling script that will deliver a return on investment and fantastic results. Finding a video production company that provides the ability to write a great script, obtain experienced talent, shoot, edit, add a soundtrack, and add all the bells and whistles to your video is well worth the money.

Don’t cut corners, engage a video production company that has the experience, references, and a track record of success, like ZivZo (ZivZo.com)

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*Statistic Data Published: Jan 24, 2021, by Matt Mansfield In Marketing Tips Published May 10, 2021 Video Marketing Statistics for 2021 By Kristen McCormick in World Stream-