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Why would a Law Firm NOT use video?

Has the legal industry got a cautious approach to communication and marketing?

Is there a hesitancy to use video as part of a marketing strategy?

Are people in the legal industry fearful of stepping out of their comfort zone?

In my experience I have seen more law firms using video, albeit sparingly, on platforms like LinkedIn. Most only dabble and is either from a mobile or by using a more DIY approach. This is a great start and a good way to monitor the positive impact that video could have on their business. There can also be the argument that if you are going to do something start by doing it professionally right from the start. You would not get a law firm going into a client meeting and saying that we are going to deal with your case from a more low budget approach to see if we can help you.

There can be many reasons for the general apprehension so time to dive into some of the potential barriers to entry and look at the benefits that video could bring to the profession?

High Costs?

Law firms might be concerned about financial investment into an area they haven't budgeted for before. Video production has a cost like any other service especially if you use a reputable company. At Lucas Media we would highlight the cost effectiveness of a targeted video marketing campaign and detail how there would be a far greater reach using video from traditional marketing methods. Other advantages such as repurposing content across platforms and tips on posting to create engagement would all be part of the service offering.

Would video perceive unprofessionalism?

Law firms, like all other professional services, have an age old image of seriousness. Some firms may worry that using video, especially on social media channels, could be perceived as unprofessional and potentially undermining their credibility. This is a million miles away from the truth. There is no reason why a polished and professional video campaign would not help to reaffirm brands values, introduce the team in a more personal way and humanise the firm to the wider world.

Is there an understanding of video marketing?

Unless there is a designated marketing department there might be some skepticism surrounding video marketing. It would be totally understandable that team members could lack knowledge and understanding of video marketing strategies and its potential to attract and engage new clients. We would empower the team with trusted knowledge to understand the impact that video can have on the business. We would demystify any areas of concern with all parties involved in the decision making process.

Could you 'overexpose' the firm?

Law firms may be concerned about overexposing themselves through using video especially if they are in their infancy using it. There would naturally be a period of getting used to the whole world of video and how it impacts the firm and the team. We would suggest that having a more targeted approach and tailoring video to the areas of their expertise would be a far more valuable use of resource, time and budget. Then as confidence grows building on the success and introduce more strategic campaigns to keep the momentum.

Conveying Complex Legal Concepts

Video is the number one tool to use to explain complex and intricate information to viewers. There could be a hesitancy to use video because of a fear that conveying complex legal concepts in a simplified and engaging manner might water down the accuracy or mislead potential clients. Whilst these thoughts are plausible a well thought out video which includes key data that is presented in a digestible way, would be the most effective way to communicate.

Privacy and Data Security

From a law firms perspective we understand that there might be caution around using video on social platforms. Lucas Media are well aware of the sensitivities and complexities of personal data. Client confidentiality and safeguarding sensitive information is one of the areas where we would stringently plan to make sure measures are put in place to protect all involved.