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  • Writer's picturePaul Richardson

Effective Video Marketing on a Pandemic Budget

Most law firms have reduced their marketing budgets during the COVID-19 pandemic, so it might sound counterintuitive to invest in video content marketing. Isn’t video content marketing just for law firms with big budgets? Don’t videos produced on a small budget look tacky and unprofessional, like those shouty TV commercials for local businesses that used to run during your youth?

If you make a low-budget video, won’t it just send the message that the service you can offer your clients is Clerks compared to the Barry Lyndon they could get from your local big-budget law firm? Not if you play your cards right. Your video content does not need to be a cinematic masterpiece to be effective. A few inexpensively produced videos of varying length can be a major asset to your comprehensive legal content writing strategy.

Watching YouTube Doesn’t Cost a Penny

A great way to get ideas about how you want your law firm marketing videos to be is to find examples of what you don’t want. Luckily for you, YouTube abounds with ham-fisted, uninformative, and just plain ugly videos created as part of the content marketing strategies of small law firms. Watching them could become your pandemic hobby while everyone else is binge-watching the Punky Brewster reboot, but even if you can only tolerate an hour or two of poorly thought out, poorly made video content, which will give you plenty of ideas about how you don’t want your videos to be, which in turn will reveal to you what you do want. What important questions do those other videos not address? Who do they wrongly assume that their audience is? As the Cat in the Hat said in the cartoon adaptation from the 1960s, the way to find the missing something is to find out where it’s not.

The Best Video Content Communicates Its Message With or Without Sound

Are you nervous about making video content because you hate the way your voice sounds, but you don’t have the budget to hire voice actors? Never fear! Many of the people who watch your video will not listen to it. The best law firm marketing videos are informative as silent slideshows and even more informative once you turn on the sound.

Webinars: Let Your Audience Speak for Itself

Arguably the worst thing about marketing content is that everyone talks, but no one listens. You can spend infinite resources trying to guess what your target audience wants to hear and then say it, but it would be much more effective if you could just listen. Webinars are a great opportunity to do that, especially if they adopt an “ask me anything” format. A single, one-hour webinar can provide you with a wealth of information about what your real audience cares about and wants to know. This experience, in turn, can provide you with months’ worth of blog post topics.

And Speaking of Blog Posts

Paying for video marketing content might be a gamble, but regularly updating the blog on your website is a tried-and-true law firm marketing strategy. Choose the legal content writers at Law Blog Writers to provide informative, engaging content

to keep visitors clicking on your law firm’s website.


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