Getting Started with Video Marketing for Lawyers 

In 2023, there were more than 1.33 million lawyers in the U.S., making it a competitive space and tough to get potential clients to remember to call you if (or when) they get in trouble. 

That’s exactly why an integrated video marketing campaign positioning your firm as an expert on key legal topics that keep consumers better informed when legal needs arise is critical to your marketing strategy.​ Video marketing has emerged as a powerful tool in this digital age, providing a dynamic and engaging platform for legal professionals to showcase their expertise and expand their client base.

For example, consider creating an integrated campaign that delivers information on divorce, child custody, spousal support, or property division. Those are just a few ideas, but ultimately, the content you create will depend upon your firm’s unique needs. 

Let’s explore the fundamentals of video marketing for lawyers, its significance, types of advertisements, essential tips, and more. 

An Overview of Video Marketing for Lawyers 

Video advertising is essential to a successful content marketing strategy. This strategy helps to achieve diverse marketing objectives, from establishing brand positioning and promoting products and services to establishing credibility, engaging with a target audience, and growing business. 

This visual medium allows attorneys to convey complex information in a digestible and compelling manner.  When marketing a law firm through video advertisements, various execution approaches can convey your message to. Some types of video advertisements that are suitable for promoting a law firm:

Overview Videos: Provide an overview of your law firm’s services, areas of expertise, and the value you offer clients. These are ideal for introducing your firm to potential clients and explaining complex legal concepts in a straightforward manner. 

• Consider a virtual office tour to give potential clients a glimpse into your workplace and the team behind the legal services. 
• Community involvement videos are a great way to showcase your law firm’s involvement in community events, sponsorships, or pro bono work. This will enhance your brand image as you demonstrate the firm’s commitment to social responsibility and community engagement

Client Testimonials: Featuring satisfied clients sharing their positive experiences with your law firm, this type of content builds trust and credibility by showcasing real-life success stories, helping potential clients relate to the positive outcomes you’ve achieved. 

• You can also explore specific cases your firm has handled, outlining challenges faced and successful outcomes achieved. This will demonstrate your firm’s expertise and results, establishing trust with potential clients considering your services. 

Educational Videos: These informative videos position your firm as the top expert in the field by addressing common legal questions, offering tips, providing valuable insights about your practice areas, and helping potential clients understand legal matters better. 

• You can also consider a Q&A format to engage with your audience in real time, showcasing expertise and providing valuable information while fostering a sense of community. 
• Regularly released videos offering short, practical legal tips or advice on various topics can also establish your firm as a go-to resource for legal guidance, encouraging viewers to consider your services when in need. 

Types of Video Advertisements 

The power of video can introduce, educate, and emotionally connect an audience to a brand. But there’s more. Video can also be integrated into multiple channels – broadcast, streaming television, and digital platforms – for maximum visibility and broad exposure. 

Linear TV 

Broadcast television remains a powerful medium for reaching a broad audience. With engaging visuals and effective storytelling, TV ads can leave a lasting impression, making them valuable for building brand awareness. We’re also seeing a rise in live event viewership on broadcast channels, such as big games like the Super Bowl and events like the Emmys. These are big opportunities to get your brand out there. Consider these avenues when creating your media plan and choosing your media partner. 

Better yet, video ads placed on linear channels aren’t limited to traditional 15 and 30-second spots. Appearing on a Lifestyle show – such as TEGNA’s First Coast Living, seen in the example below – offers the chance to collaborate with your local news teams to go more in-depth to educate and bring awareness to audiences on everything your firm specializes in. 

OTT/ Streaming Television 

As the popularity of streaming services rises in the realm of entertainment consumption, advertising on these platforms presents an effective means of connecting with audiences who have shifted away from conventional television. Streaming television enables national outreach and facilitates the precise targeting of more specific demographics, geographic locations, or behaviors among viewers. 

Website Advertising 

Video marketing is great because it’s not limited to just a few channels. Using digital channels, your video can be incorporated into the company website and social media accounts, sent via email and newsletters, or used as display ads and digital banners. Online video performance can also be easily tracked and measured, meaning you can make data-driven optimization decisions throughout your campaign to maximize its efficiency. 

Cross-Channel Marketing 

Your clients and potential clients are omnipresent. hey keep busy across multiple platforms: watching live sports on television, streaming beloved shows, reading online articles – the array is extensive. As a result, brands aspiring to expand their business must implement a cross-channel marketing approach. This strategy harnesses the strengths of various channels, including linear TV, streaming media, and digital elements, to effectively reach a broad audience. 

Why Video Marketing Matters for Attorneys and Law Firms 

Video marketing has emerged as a crucial tool for attorneys and law firms, playing a pivotal role in establishing a robust online presence and effectively engaging with prospective clients. Several key reasons to include video in legal marketing strategies: 

Enhanced Communication 

Videos allow attorneys to communicate complex legal concepts in a more accessible and engaging manner. Visual and auditory elements can simplify information, making it easy for clients to understand

Building Trust and Credibility 

Through video, lawyers can humanize their practice, showcasing the faces behind the expertise. Video content lets potential clients see and hear directly from the attorneys. This personal connection and transparency help build trust and credibility, two of the most crucial elements in the legal profession.

Improve Brand Awareness & Engagement 

Although video is a highly effective strategy, the American Bar Association notes that “only 31% of respondents said their firms produce video to help market the practice.” This allows proactive firms to stand out in a competitive market. Additionally, video advertising enhances brand visibility and increases awareness among potential clients. Engaging visuals and storytelling contribute to a more impactful message and ensure the information is more memorable and likely to be retained.

Benefit from the Halo Effect 

A well-crafted video placed in the right media channels can create a positive perception of a law firm, influencing how potential clients view its expertise and professionalism — a phenomenon known as the halo effect.

Get a Higher Marketing ROI 

Video marketing often yields a higher return on investment (ROI) than traditional advertising methods. Engaging content has the potential to reach a broader audience and convert leads into clients effectively. 

8 Tips for Video Ads for Lawyers 

Creating effective video ads for lawyers requires a thoughtful approach combining legal expertise and compelling storytelling. Here are some tips to enhance the impact of video ads: 

1. Understand Your Audience 

Who is your target audience? Women? Men? Boomers? Millennials? Are they sports fans? Do they watch local news? Consider who benefits from your brand and identify if their demographics, attitudes, behaviors, and media consumption habits have changed since the last time you reviewed your customer persona profiles. Understanding your audience helps you create relevant and relatable content, and you’ll want to tailor your message to resonate with their needs, concerns, and preferences. 

2. Establish Goals & KPIs 

What are your marketing goals? Key Performance Indicators (KPIs) play a crucial role in evaluating the success and effectiveness of a law firm’s marketing campaign. Common KPIs that law firms often use to measure the performance of their video marketing efforts include website traffic, conversion rates, lead generation, ROI, video views and social media engagement, and email marketing metrics such as open and click-through rates. Firms can also look at client retention rates, online reviews, ratings, and SEO rankings. By regularly monitoring these KPIs, law firms can gain valuable insights into the performance of their marketing campaigns and make data-driven decisions to optimize their strategies. 

3. Create a Comprehensive Media Plan 

Where should your ads be placed for the best results? A media plan involves knowing your target audience, campaign goals, and KPIs and tailoring your media placements and messaging to reach the right audience at the right time with the right reach and frequency. For example, your audience research may find local broadcast TV the best way to reach Boomers. A great media plan also includes an annual marketing budget, which helps to allocate resources strategically. 

4. Combine the Power of Digital and Traditional TV

Within your media plan, combining digital and TV is the way to go to maximize the results of a video advertising campaign. This strategy allows you to reach a larger audience and collect data to optimize messaging. Additionally, increasing brand touchpoints supports brand recall. For example, if a viewer sees a television ad that they connect with, when they see the same ad pop up on a website, they are more likely to take notice. By combining two persuasive platforms for advertisements, your brand can increase ROI. 

5. Focus on Messaging 

Effective video advertisements require a blend of elements that resonate with the intended audience, effectively communicate key messages, and set the brand apart from competitors. Consider incorporating: 

• Visual Allure: Invest in professional video production to ensure high-quality visuals, clear audio, and polished editing. A professionally produced video reflects positively on your law firm’s image.
• Emotional Narratives: Elicit emotions in your audience by showcasing how your firm can help with clients’ legal problems. Consider highlighting real client experiences and authentic stories that humanize your firm, create an emotional connection, and build trust and credibility.
• Keep it Concise: Attention spans online are short, so keep your video ads concise. Aim for a duration of 30 seconds to two minutes to deliver a focused and impactful message without losing viewer interest.
• Showcase Your Smarts: Create content that addresses common legal concerns or answers questions your potential clients may have to showcase your legal expertise and experience. Discuss successful case outcomes, highlight your team’s qualifications, and emphasize what sets your firm apart regarding knowledge and skills. Providing valuable information establishes your firm as a resource and builds trust.
• Call to Action: Integrate a clear and compelling call-to-action that encourages viewers to take specific steps, such as visiting a website, scheduling a test drive, or heading to the office.

6. Follow Regulations for Law Firms & Attorneys 

Law firms and attorneys must adhere to various regulations and ethical guidelines when engaging in marketing and advertising to ensure professionalism, protect consumers, and maintain the integrity of the legal profession. Adhere to the rules and regulations the relevant state bar association sets forth. Different jurisdictions may have specific requirements regarding advertising, so it’s important to be familiar with and comply with local rules. 

7. Measure Results 

Measuring the results of marketing campaigns is essential for law firms to ensure accountability, optimize strategies, and achieve the best possible outcomes in terms of client acquisition, brand reputation, and overall business success. Consider using a tool like TEGNA Attribution to see who viewed an ad and then took action, along with other tools to measure website traffic, conversions, email open rates, phone calls generated, and other metrics outlined in your media plan. 

8. Work with Experts 

According to the American Bar Association, 59% of attorneys conduct marketing activities. However, attorneys are busy, so it’s important to work with a partner who can help law firms get the highest return on revenue possible without taking additional time away from casework. TEGNA’s extensive experience can help facilitate campaigns across station groups and digital platforms so that you can reach the right audience. 

About TEGNA 

By embracing the power of visual storytelling, legal professionals can improve awareness, establish credibility, and differentiate themselves in a competitive landscape. With the right strategies and a comprehensive approach, video marketing can become a cornerstone of a successful legal marketing campaign. 

At TEGNA, we have legal marketing experts at our 64 local TV news stations in 51 markets who can help you build a great campaign to bring in new clients and grow business. With broadcast TV, streaming, and digital advertising options available with TEGNA, you’ll have plenty of valuable ways to stay top of mind when clients are in need of legal advice. Contact us today to learn how we can help elevate your law firm’s marketing strategy. 

Frequently Asked Questions 

What method of advertising is used most by lawyers? 

Lawyers commonly use a mix of traditional methods, such as broadcast and streaming TV advertising, and digital strategies, including social media and website advertising, to reach their target audience effectively. 

What does digital marketing look like for law firms? 

Digital marketing for law firms involves utilizing online channels such as social media, search engine optimization (SEO), content marketing, and video advertising to enhance brand visibility, engage with clients, and generate leads. 

What is the most effective form of advertising for lawyers? 

Video advertising is an extremely effective form of advertising for lawyers. Video ads improve brand awareness and deliver a high ROI.