Bringing Estate Planning to Life with Video: A Guide for Attorneys

In the digital age, video marketing is an increasingly essential tool for businesses to connect with their audience. According to a recent survey, about 85% of businesses use video as a marketing tool, and 92% of marketers say that video is an important part of their marketing strategy.

As an estate planning attorney, creating videos can help you connect with potential clients and establish yourself as an authority in the field. So let’s explore some useful tools and tricks that can help you start your video strategy on the right foot.

Preparation

First things first: define your target audience and goals.

To create a successful video marketing strategy, it’s essential to define what you’re aiming for. Who do you want to reach with your videos, and what do you want them to do after watching them? For instance, are you trying to attract new clients, educate existing ones, or both? Knowing your target audience will help you craft a message that resonates with them.

Next: choose the right type of video for your needs.

There are many different types of videos that an estate planning attorney can create, such as client testimonials, FAQs, explainer videos, and more. Each type of video serves a different purpose and should be used in different situations. For example, client testimonials can help build trust and credibility, while explainer videos can educate clients about the estate planning process.

Finally: write a script.

Once you know what type of video you’re making, and who’s it for, you must define what you actually want to tell them. But don’t just state facts, this is the time to get creative! Tell a story with a clear beginning, middle, and end; using relatable examples to illustrate key concepts; and making the content visually engaging. You could even use your own experience with your family members to convey your message in a relatable way.

Lights, camera, action!

There are a few things you should keep in mind to ensure that you capture high-quality footage.

Lighting

First and foremost, it’s important to be aware of your lighting. Never shoot with the sun behind you, as this can create harsh shadows and make you appear too dark. Instead, position yourself facing the light source, whether that’s natural light or a lamp. If you’re filming outside, try to shoot during the “golden hour” (the hour just before sunset or after sunrise), when the light is soft and flattering.

Camera

If you’re using your smartphone as your camera, there are a few things you should keep in mind to ensure you capture high-quality footage. First, make sure your phone is set to the highest resolution possible so that your video is as sharp as possible. Additionally, be mindful of how you hold your phone – try to keep it as steady as possible to avoid shaky footage.

Consider investing in a tripod or stabilizer to help you achieve a more professional look. When filming, use the phone’s grid function to help you frame your shots, and don’t be afraid to experiment with different angles to make your video more dynamic. Finally, when you’re ready to start recording, take a few seconds to let the camera focus on your subject, so that your footage is sharp and clear. With these tips, you’ll be well on your way to creating high-quality video content with just your smartphone.

In addition to good lighting, having basic equipment can make a big difference in the quality of your video. Investing in a ring light can be a game-changer. You can find affordable options online or at your local electronics store.

Sound

When it comes to audio, make sure to use an external microphone or a smartphone with a good built-in microphone. Place the microphone as close to you as possible, and avoid shooting in noisy environments. If you need to shoot in a noisy area, try using a directional microphone, which can pick up sound from a specific direction and reduce background noise.

What comes next?

Next up is editing your video (which we call post-production). To save time, using friendly software is your best bet. If you own an Apple computer, iMovie is the right choice for you. If you work on a Windows computer, or just want to try the software, PowerDirector can help you get your video done in no time. You can also try Canva’s video editing tools, an online creative suite that you can use regardless of what type of computer you’re on. All of these programs will let you trim clips, enhance audio and even control the color palette of your final video.

Once you have created your video, it’s time to share it with the world. You can publish your video on your website, social media networks, or sites like YouTube. It’s important to know which social media platforms are most popular with your target audience and optimize your video for each platform. For example, LinkedIn is a good network to reach professional clients, while Instagram and TikTok may be better for reaching younger audiences.

But you also have to make sure all your efforts are worth it. To measure the effectiveness of your video marketing strategy, it’s important to track and analyze your results. There are many tools available, such as Google Analytics or social media insights, that can help you measure engagement, clicks, and other metrics. By analyzing the data, you can adjust your strategy and create more effective videos in the future.

Additional tips for creating effective estate planning videos

Keep it simple – Avoid using legal jargon that can be confusing for the average viewer. Instead, use simple language and short sentences to ensure your message is clear and concise.

Tell a story – As we said before, use a clear beginning, middle, and end to help your viewers understand your message better. Use relatable examples to illustrate key concepts and keep the content visually engaging.

Be authentic – Don’t try to be someone you’re not. Be authentic and use your personality to connect with your audience.

Video marketing is a powerful tool for estate planning attorneys to connect with potential clients and establish themselves as authorities in their field. By defining your target audience and goals, choosing the right type of video, and creating engaging content, you can create videos that will help you grow your business.

Book a call with one of our marketing consultants if you need support creating your very own social video strategy.