Social media plays an increasingly significant role in our lives, both personally and professionally. While the most commonly used platforms (Instagram, Facebook) are primarily used for social and entertainment purposes, one particular network is mainly business-oriented. That network is LinkedIn, where professionals can display their CV, achievements, and capabilities; network with their peers; or even recruit.
We hold social media, organic and paid, in high regard, and we consider them one of the most vital elements for attorney digital marketing strategies. In previous articles, we’ve covered several topics around them, including the top Facebook Ad placements for attorneys, driving Instagram traffic to your law firm, Tik Tok for lawyers, and the potential of the audio-only platform Clubhouse. This time, we’re covering the most “professional” network, LinkedIn, and, more specifically, the opportunities and potential of LinkedIn video.
According to the ABA (American Bar Association), over 78% of attorneys maintain a presence on the popular professional network. That’s a relative drop compared to a previous study, but still, the numbers are high, showing the importance of LinkedIn for law firms. There are several steps and multiple guides on building your profile. However, today, we’re diving into LinkedIn videos, adding an extra layer of complexity and an additional perspective on how you can use it to promote your practice. Let’s get into it, and as always, in the end, we’ll provide you with actionable tips on how to use them to positively impact your law firm’s growth.
What are the types of LinkedIn videos?
- Embedded videos: Practically this refers to resharing an embedded version of one of your existing videos (on YouTube or Vimeo, for example). It’s a widely used practice but not necessarily the most effective one for engagement purposes.
- Native videos: Any video that you upload directly on the LinkedIn platform is a native video. Compared to embedded, native videos tend to increase engagement, as they feature an autoplay function (muted) that enhances your chances to grab the viewer’s attention. These videos can be 10 minutes maximum.
- Video ads: These are sponsored videos that can promote your law firm on LinkedIn. They can be a great way to increase your brand awareness (especially among your peers), enhance brand consideration, and help you attract talent whenever needed. Video ads can be as long as 30 minutes.
- Using native videos:
There are two options here, desktop and mobile. The main difference is that desktop requires a prerecorded version, while mobile allows you to record and add filters and text. Below you can find an example from the National Trial Lawyers Summit (where we are proudly exhibiting). What makes it even better and adds additional value is that you’ll get access to analytics, allowing you to understand who viewed your video and providing you with stats about their locations, positions, and companies.
- Setting up a LinkedIn video Ad campaign:
The first step is getting access to the LinkedIn page of your law firm through campaign manager access and a super admin, content admin, or Sponsored Content poster access. Once you’re in, pick your campaign and name it. Select your objective (views, leads, etc.). Choose video as your preferred type, fill out the necessary fields on the form, and upload your video. Finally, select your target audience, set your budget, and you’re good to go. Remember, as we already stated, LinkedIn offers you powerful analytics.
- What do you need to pay attention to before uploading your first video?
- Get the setup right, as it’ll help you get your audience’s attention at first sight. Great visuals with optimized lighting and a smooth background can help you stand out.
- Make sure that you deliver your message essentials in the first 10 seconds of your video.
- Be sound-off ready and shoot your video with that in mind. Even if your video auto-plays, it’ll most probably be without sound, so make sure you deliver your message under these circumstances. Add captions. LinkedIn offers the closed captions option, and you should make the most of it.
- Optimize your LinkedIn video length. For example, if your objective is brand awareness, you have to keep it short (under 30 seconds). Go for 30-90 seconds for upper-funnel audiences, and over that only when there’s a remarkable story that you want to tell about your law firm.
- Don’t forget your calls to action. Based on your goals, set the appropriate CTAs to help you get the information you need, attract leads, get to know your peers, or even gather intel on prospective talent.
- Monitor activity and always respond to comments, questions, and feedback.
- It’s time for our top tips.
- Use native LinkedIn videos or Video ads to promote your law firm’s news or success stories. That could be a great win in favor of one of your clients or a memorable personal achievement of yourself or one of your colleagues. Below you can find a great example of a native video following the best practices.
- Do your peers know what practice areas you’re covering and that you could potentially help them with cases they can’t handle? Let’s consider that you’re an attorney handling Immigration, Bankruptcy, Family Law, and Estate Planning cases, and in your network, you have several PI and WC attorneys. They could be on the lookout for trusted peers who can refer former clients that might need legal help in practice areas you don’t handle. An informative video ad (native or ad) targeting those kinds of lawyers can help you grow your referral network and attract new cases.
- Create and launch short, to-the-point video testimonials with some of your satisfied clients to increase brand perception and enhance your law firm’s brand awareness.
- Create “inside the law firm” videos, showing your core values, explaining why you (or your colleagues) chose to practice law. This can be another effective way to increase brand awareness and add a personal, human touch.
- Last but not least, on our tips: If you appeared on the news, LinkedIn is probably one of the best places to show it with a video. It can do wonders for your reputation and professional networking.
What are our top takeaways:
- Attorneys widely use LinkedIn, and it offers you great opportunities to expand your network and build new connections.
- In the form of native video or ads, videos on the platform can drastically increase your brand awareness and perception, allowing you to forge the fundamentals of prospective clients through referrals.
- Before creating your first LinkedIn video, it’s essential to understand your audience and set clear goals.
- Fine tune your assets, and create videos that will follow best practices and capture attention within the first few seconds.