Marketing for Lawyers: How to Leverage Video on Social Media
Posted at Apr 29, 2019 10:09:00 AM by thatagency | Share
When it comes to marketing for lawyers, do not underestimate the power of social media video. This versatile medium can help you achieve a number of key goals, including boosting engagement, traffic, conversions, and, ultimately, revenue. How do you make the most of it?
Maximizing Social Media Video
1. Make Sure Your Facebook Videos Play Natively
Facebook has tremendous reach, and it is fast becoming a go-to for video content with billions of views per day. In fact, video posted here generates 1200% more shares than text and images combined.
Now, some videos link to YouTube, pulling the viewer away from Facebook.
To maximize effectiveness, and keep people engaging with your firm, opt to upload the video natively. That is, it will play directly on their Facebook newsfeed. This results in 10 times higher reach, and Facebook prioritizes this content in its algorithm.
2. Put a Video In Your Facebook Page Header
The banner that displays behind your profile image is the header (or cover). You can now use a video instead of a static image here, and doing so can help you create a more energetic, engaging experience for followers and visitors. Videos must be between 20 and 90 seconds with a 1080p resolution and an aspect ratio of 840 x 462p.
3. Create a Facebook Ad Campaign
Facebook offers a host of business tools and options to maximize your results. Use video as the basis of a targeted and customized ad campaign. You can pinpoint your audience by age, location, income, gender, and other distinguishing features. One way to do this is to boost (promote) your original video, which puts it in front of more eyes and increases engagement. You can also create an ad campaign through Facebook that directs your content to a specific audience.
No matter which option you pursue, don’t forget to use Facebook’s Insights to track your results.
4. Use YouTube
Of course! This is the world’s second largest search engine, and you need a strong presence here. Make sure to leverage this opportunity to the fullest by adding keyword-optimized titles, descriptions, and tags, as well as backlinks to your site and pertinent landing pages.
5. Don’t Forget About LinkedIn
LinkedIn may not have the same type of membership numbers as Facebook, but it leads the social media pack in terms of trust. This is a highly relevant platform for lawyers, particularly those who work in areas such as real estate law, corporate law, and those touching other professionals and B2B segments.
You can integrate video content into your newsfeed, within status updates, and in ads to be seen by professionals in your area or other locations you are targeting.
Remember to utilize videos elsewhere. You can embed them on your landing pages and blogs for increased traffic and engagement, include them in emails for higher open and click-through rates, send them as part a regular newsletter to keep your firm top of mind and more. One video asset can be repurposed in any number of ways, increasing your ROI and your results.