You likely have been told that videos can improve your Internet marketing results, but how?
In order to be found on the Web, you need to put information there that your prospective clients will find. That information has to be educational, informative, relevant, and useful, and it needs to be distinctive and representative about your firm.
Video marketing gives you an opportunity to create content that can make more of your ideal prospective clients know, like, and trust you so that they are more likely to try, buy, and refer more of your services over time.
Key #1: Use videos to position attorneys in your firm as thought leaders and build awareness
The Cochran Firm used videos to celebrate Women's History Month with interviews from Atlanta Brain Injury Attorney Jane Lamberti and Atlanta Personal Injury Attorney Evon Williams.
Video is a form of communication, builds trust, and can be used to build authority online when used strategically. Unlike content, videos are not viewed as duplicate content, so one video can be distributed dozens of ways online. One 90-second video can be uploaded to your website, YouTube, Facebook, LinkedIn, and SlideShare. The video links can also be shared on Twitter and you can use Periscope to discuss content from the video.
Key #2: Showcase Your Story
Images = Emotion and Connection Use visual content from the videos online and add quotes from the videos. Now you are showcasing your original voice from your videos. Showcase your story, the "why" behind your firm, with images, wherever possible. Your prospective clients have a choice to do business with you, another firm or do nothing at all. Give them a reason to choose an attorney at your firm.
Key 3: Encourage your visitors to share your content
In addition to the quotes, 'tweetables' can be created from meaningful quotes that the attorney shared in the video.
One of my biggest idols is my grandmother. She knew how to work hard, she knew how to educate and she knew how to persevere. ~Jane Lamberti
If you’re really passionate and interested in the law, and you want to help people...pursue being an attorney! ~Evon Williams
The biggest mistake I see online with lawyers is the lack of understanding about marketing. EVERYTHING needs to be tracked and checked EVERY DAY. In social media, all of your posts, promotions, photos, and posturing should have a goal. That goal should be sales - not just branding.
Before you build your video marketing strategy, we do recommend that you consult your state bar rules. Simply visit your state bar website and download the rules so that you have a reference point. If you are working with a marketing agency, make sure that they understand legal marketing. Lawyers can not do everything online that traditional marketers recommend.
"The single most important strategy in content marketing today is video." ~Gary Vaynerchuk
Here at the Creative Internet Authority, we have our own ideas about why video continues to reign supreme online.
[And because we are on top of this trend everyday, we've cracked the code on Law Firm Video Marketing.]
What we have deduced is that online video is the logical next step from the celebrity of TV and movies - video marketing is for the modern age of celebrity - The Bad-Ass Attorney who “owns it”, and wants to become known as the authority in his field.
Do you WANT IT?!?
