Is Video Content Worth Integrating Into Your Marketing Strategies?


Adding video to your marketing strategy can be an important step within any industry—including the legal sphere. Videos are an enticing addition to website content. They greatly enhance social media marketing efforts and are very effective when it comes to mobile marketing.

Much like other visual content such as photos, infographics and PowerPoint presentations, videos are far more engaging than written words. This can also be the perfect format to demonstrate your knowledge and show that you’re an expert in your field with charisma and poise. Choosing an attorney can be a very personal process for potential clients. A video can help display an attorney’s human side and instill more trust in those seeking representation.

Video content can also add to a firm’s search engine optimization (SEO) efforts. YouTube is becoming a very important search engine. Social media platforms now support video content—Facebook, Twitter, Instagram and Vine all allow video content to be posted directly to their sites. According to Lawyer Marketing Services, “Law firms that have video observe up to a 25% increase in their traffic and more importantly, if (video content is) properly optimized, they experience a 25% increase in the amount of inbound e-mails and phone calls.” PT|Legal states, “Video content is 53 times more likely to appear on the first page of results now that Google and Bing display blended video and text content, making it a very powerful marketing tool for driving new business.”

If you’re not completely sold on the merits of video marketing, then check out Is Video the Future of Social Marketing? This infographic from HighQ demonstrates just how important video is and will become to marketing initiatives.

As with any marketing initiative, it’s important to have a plan before launching a video campaign. Without a proper strategy, how will you ever know whether your efforts have been successful or need improvement?

Things to consider when determining your strategy:

  • Who is the audience for this video?
  • What are you hoping to convey to said audience with this video (e.g., announce a new product/service release, teach new skills/information, show company’s brand, etc.)?
  • What do you want viewers to do after they watch the video?

Creating video content may seem harder than it actually is. A must-read for beginners is How to Create High-Quality Videos for Social Media, a comprehensive guide created by Hubspot and Wistia. The guide discusses how to begin making videos, how to share them on social media sites and how to measure your success. It even demonstrates how an iPhone can be used to create quality videos.


  • Always create an outline or a script. Most people become somewhat uncomfortable when a camera is pointed at them. Having a script or outline allows for more ease when delivering the content of your videos.
  • Determine the best place for your videos to live. Facebook, YouTube, Vimeo, Wistia, and your website are all options.
  • Keep your videos short. Unless you’re giving out CLE credits for a video, no one will want to watch more than a few minutes.
  • Finish with a call to action. If your audience has made it to the end of your video, they are clearly interested in what you have to say. Direct them to your site. Invite them to give you a call or send an email. Fading to black is a waste of an opportunity.


Be sure to check out our On the Record video series for examples of videos meant to deliver vital information in a fast and convenient format.