Most attorneys and other business owners recognize the huge potential of video marketing. No ifs, ands, or buts, people love video and they are watching more and more of it each year. In fact, Cisco forecasts consumer video traffic will comprise 80% of all Internet traffic by 2019. Yet, most firms aren’t taking advantage of all that this fast-growing medium has to offer because knowing that something is a great idea and understanding how to implement it are two very different things.
Here are some quick tips for getting your law firm ready for its close-up:
- Know Your Audience – Always consider the audience you are trying to reach and ensure the video is relevant to them. You’ll likely want to use a different approach and tone for a message aimed at millennials than one aimed at an older demographic.
- Set Goals – Are you interested in introducing your firm to a wide audience of prospects? In that case, a good first video might be an “explainer video” describing what your firm does and who you are. Fun or personalized videos can humanize your brand and bring your firm to life. Interviews with firm associates and thought leaders can inspire audiences and quickly build trust.For prospects that are a bit further along in the sales funnel, you might produce video blogs addressing client FAQs, client testimonials, and video case studies. Share videos that show how your solution works with other services your current clients are already using.
- Be Mindful of Production Quality– A slick, professionally produced video can be a great asset, but it’s sometimes not necessary or even advisable. Prospects often respond better to an educational video than one that’s obviously a sales tool.Quality is important, but so is authenticity, so don’t get hung up on perfection. As long as you have an HD recording device, plus decent audio and lighting, you can produce a great video. Here’s the type of equipment we recommend for video blogging. The whole package runs less than $200:
Also, keep in mind that half of YouTube’s video views are on mobile devices and consider shooting video specifically for smaller screens.
- Be Brief – Viewers have an increasingly short attention span, so your initial videos should be no longer than 60 – 90 seconds. As you produce video on more complex topics, you may need to go a bit longer to fully address the topic. As you build your library and audience, you can measure to see if there’s an interest in longer, more in-depth videos.
- Never Fade To Black – At the end of your video, be sure to include a Call-to-Action. Point your audience in the direction of related white papers, recommend a related video or invite them to an upcoming seminar. You can add the Call-to-Action within the video, but adding it to the end will make it easier to edit, should you want to promote a different piece of content or seminar in the future.
- Go Viral – Let’s be honest, not all videos are destined to become viral, but you still want to do all you can to increase your chances of being found by prospects. YouTube is the second most popular search engine after Google – and it’s owned by Google – so creating a YouTube channel for your firm and uploading your video there is a no brainer. But don’t stop there. Videos should also be added to your firm’s website, Facebook, Twitter, and LinkedIn accounts. They can also be embedded in your email marketing campaigns. Syndicate your video content across as many distribution channels as you can to reach the widest audience.
- Measure & Analyze – If you’ve ever had a conversation with me regarding marketing, read a previous blog, or sat in one of my sessions, you know that inevitably I end by counseling you to measure and analyze your results. Every. Single. Time. It’s the only way to know whether your videos are successful and if you should continue investing your firm’s resources. Don’t settle for just looking at vanity metrics like the number of views. Analyze the data that really counts: duration of views, repeat views, drop-off rates, shares, and comments. That data on how viewers watch and engage with your videos will tell the true story on how well your videos are doing.
Video marketing can be a powerful tool for communicating and connecting with prospective and current clients. With a little effort, you can introduce your firm to an entirely new audience and maybe one day end up on the list of the year’s Most Viral Videos.
SEO and Social Media Manager
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (800) 846-1555
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