Attorney videos have been used to promote law firms for decades, but the expense has meant that only larger firms could use them—and the vast majority of those only bought air time in local markets. In our modern technological age, however, even small law firms can use videos to promote themselves and their firm, and all firms can try to attract clients across the nation. But should they? Here are a list of pros and cons

Pros

• It’s inexpensive. Yes, if you want a professional to script, shoot, and edit your video, you can wind up spending a bundle, but with a creative concept, you can spend less on an attorney video than you would on a couple cups of coffee. Even if your video generates only a few leads over its life span, you’ll have made more than a return on your investment.
• It makes your firm seem current. Prospective clients want to know that their attorneys are using every advantage available to them—including the latest technologies. By using attorney videos, you’re advertising that technological savvy, making clients more likely to hire you.
• You’re going where the people are. Ninety-two percent of Americans shop online, and it’s no longer just for books. They shop around for professional services such as plumbers and exterminators—and yes, lawyers. The stronger the web presence you and your firm has, the more business you’re going to attract.
• You can appeal to niche clients. Unlike print or commercial video advertisements, which have to appeal to the broadest base possible, firms can create as many specific, individual attorney videos as necessary, focusing, for example, on different types of law, different states, or even different demographics.

Cons

• A bad video can damage your brand. The conventional wisdom about attorney videos is that they’re cringe-inducingly bad, featuring a spokesman with an oversized mustache who talks woodenly and slowly. The good news is that expectations from the general public will be low; however, you can still hurt your brand with a poor video.
• Even good videos may not generate sales—just traffic. Lawyers use videos in order to increase leads, but even good videos that a number of visitors watch might never generate a single lead. What’s worse, you might never find out who those anonymous viewers (and potential clients) are or have a way of contacting them. While this is a clear limitation of attorney videos, the increased traffic is valuable in and of itself, as it means that you’re raising awareness of your firm.
• You miss out on audiences that aren’t tech savvy. Hard as it may be to believe, not everyone is online, and your attorney video won’t help you find those people. This, however, is less of an argument against online videos, and more of an argument for using a variety of marketing techniques to attract new clients.

 Ultimately, if you’re willing to invest in the time to make coherent, appealing video, then it’s a good idea for your firm. You’ll not only build your brand awareness, but you’ll also make your firm more appealing in this technological age.

Tags: Attorney Videos, law firm video marketing, Lawyer Video Marketing