Legal Marketing: Explainer Video for Legal Niche Markets

Whether big or small, most companies market their services to very specific target audiences. From local businesses to big brands, companies maximize their marketing effectiveness by pinpointing market segments, tackling different needs for each target group. Legal marketing isn’t exempt from this fact. From criminal defense law firms to international tax law firms, understanding how niche marketing can help your business and applying it to your law firm can give you a head start on your competition. Some attorneys are worried that putting their eggs in a niche basket can backfire, but there is nothing in the definition of niche marketing that says you can only target a single niche. The online world allows you to target multiple niche markets with relative ease. Explainer videos are an excellent way to speak to your niche market, using a language they speak to explain to them how you meet their unique needs. Fresh Start Law targets people who need criminal records expunged from their past. This is a very real target market in California, where Fresh Start Law operates as well as in the rest of the U.S. Fresh Start Law uses this animated explainer video to speak to their target audience in a friendly, light-hearted way about a not-so-lighthearted topic — something that would be much more difficult to do with a traditional video marketing piece. Check out Legal Zoom’s animated explainer video here to see how it’s done. Want more educational content about video marketing?  Read our blog.