In the third episode of the Pareto Legal Podcast, Bo Royal sits down with video marketing expert Dave Feynman, co-founder of Viral Ideas, a video production agency. Their conversation dives into how personal injury law firms can leverage video to attract clients, handle intake more efficiently, and improve client engagement. Here, we’ll explore key takeaways and practical insights for personal injury attorneys aiming to streamline their client acquisition process and stand out in a highly competitive field.
Building Trust with Video Marketing
As Dave emphasizes, “discovering something in a crowded market comes down to trust and knowing someone.” In a field as saturated as law, especially personal injury law, where stakes are high and clients are often in vulnerable situations, building trust is crucial. Video content allows potential clients to meet the attorneys virtually, learn about their background, and gain a sense of their personality. Unlike static text or images, video brings a human element to a law firm’s online presence.
For example, Dave notes that creating short videos featuring attorneys answering FAQs or discussing what clients can expect in personal injury cases can make a substantial impact. These videos serve as virtual salespeople, creating familiarity and building rapport with prospective clients before they even make a call. Videos can also address common client concerns, like “What happens if I get in an accident?” or “What are my rights in a personal injury case?” By proactively addressing these questions, law firms not only build trust but also position themselves as knowledgeable, approachable professionals.
Avoiding Common Video Marketing Mistakes
A recurring mistake in law firm marketing, Dave points out, is repurposing old TV ads for online use. Unlike TV, digital platforms require a more personalized and engaging approach. For example, the stiff, scripted ads that might perform well on television often come across as unauthentic and disconnected on social media or websites.
For personal injury attorneys, authenticity is key. Dave advises law firms to skip the three-piece suits and scripted speeches; instead, attorneys should present themselves naturally and speak candidly about their services. This authentic approach resonates better with viewers, making them feel more connected and at ease with the attorney’s persona.
Distribution is Key: Using Retargeting for Intake and Beyond
One of the most overlooked areas in law firm video marketing is distribution. Producing video content is only the first step; firms need a solid plan for distributing it to reach potential clients at various stages of their decision-making journey. Dave discusses retargeting strategies, like using Meta (Facebook and Instagram) ads to re-engage users who have visited the website but haven’t reached out.
For example, personal injury attorneys can use retargeting ads to remind visitors of the firm’s expertise in specific types of cases, such as car accidents or slip-and-fall injuries. Videos introducing attorneys, explaining the firm’s approach, or highlighting successful case outcomes can appear to prospective clients at critical moments, reinforcing the firm’s expertise and prompting them to take the next step.
Enhancing the Client Intake Process with Video
One particularly valuable insight for personal injury attorneys is the use of video in client intake. When prospective clients contact a firm but haven’t yet committed, video can be a powerful tool for follow-up. Dave suggests a short, personalized video that summarizes key points in the retainer, explains the intake process, and invites the client to schedule a call to discuss any questions.
This personalized touch can make a significant difference, especially for personal injury law firms, where potential clients might be exploring several options. By receiving a custom video message, prospective clients feel valued and more comfortable with the firm. This method of video follow-up not only helps secure clients but also sets the tone for a client-centered, attentive experience.
Using Video Beyond Client Acquisition
While video marketing is commonly associated with client acquisition, it also offers tremendous benefits for client engagement and retention. Dave highlights that video can be utilized to streamline communications and improve the overall client experience.
For instance, firms can create onboarding videos that walk clients through the legal process. A two-minute video explaining the steps in a personal injury case can save time for both attorneys and clients. Similarly, short case update videos can keep clients informed about their case status, making them feel cared for and reducing the need for time-consuming phone calls. By incorporating video into their communication strategy, personal injury attorneys can maintain strong client relationships while minimizing administrative workload.
Deciding on a Budget and Content Focus
Law firms new to video marketing may wonder where to start, especially if working within a limited budget. Dave suggests that even a $10,000 budget can yield a diverse range of high-quality videos. He proposes two approaches:
- Polished Brand Videos: Invest in a single, polished production day to create a handful of high-quality videos, such as an overarching brand video, attorney profiles, and client testimonials. These professional videos reinforce the firm’s credibility and can be reused on the website and across social media.
- Virtual Filming for Volume: For firms looking to maximize content quantity, virtual filming sessions can be an affordable alternative. With the right lighting, sound equipment, and a good backdrop, attorneys can record multiple videos covering various topics, from FAQs to testimonials. This approach can double or even triple video output, allowing firms to create a robust content library without the expense of in-person production.
Recommended Video Content for Law Firms
Dave breaks down the types of videos that law firms should prioritize based on the client’s journey:
- Awareness Stage: Videos aimed at creating initial contact, such as introductions to the firm, FAQ videos on common legal questions, or general practice area overviews. These help establish the firm as a trustworthy resource.
- Consideration Stage: More focused content, such as attorney profiles or client testimonials, which highlight the firm’s experience and case results.
- Decision Stage: Videos covering specific information about the firm’s fee structures, client success stories, and details about what working with the firm looks like, helping clients feel confident about moving forward.
For personal injury attorneys, this approach can be incredibly effective, as clients often need time to make such significant decisions.
Conclusion
As Dave emphasizes, video marketing isn’t just a tool for attracting new clients; it’s a means of building trust, personalizing interactions, and enhancing the entire client experience. By authentically representing the firm and addressing client needs through video, personal injury attorneys can stand out in a crowded market, streamline their intake process, and improve long-term client relationships.
Personal injury law firms that embrace these video strategies will not only enhance their brand presence but also create meaningful, lasting connections with clients. With the right mix of content and thoughtful distribution, video marketing can become an integral part of a firm’s strategy, helping it grow in both reach and reputation.
