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Online Video Establishes Visibility and Credibility
A recently featured article in the New York Times touted the virtues of online video as a low-cost marketing tool for companies of all sizes. As the Times reported:
Online video is becoming a first stop for many customers. It is akin to what the Web page was a decade ago - something that can give early adopters an edge over competitors. It gives them a channel to talk directly to customers in ways previously accessible only to large companies that could afford TV advertisements.
Use these simple guidelines to make a highly effective online video for use in your law firm Internet marketing efforts:
Keep your videos under 4 minutes long. Most people will not watch long videos and stop after only a few minutes so keep them short and to the point.
Be sure the sound quality is good. People will watch 'rough' video, but they won't watch a video where they can't hear your voice! Be sure there are no loud noises or distractions in the background.
Use real people, using real words. One of the biggest mistakes attorneys make is using video the way they use PowerPoint. Stringing together static images accompanied by a faceless voice on audio is not an effective use of online video. While this may get seen by some potential clients, it is not nearly as valuable as giving them a chance to see your face and hear your sincere words.
Give them good content. I've seen many videos where it's nothing more than a sales pitch for the attorney's services. Don't be afraid to give good content on your video. There will always be people who have a "do it yourself" attitude-they are not your perfect client! Your perfect client wants to know that you are competent, capable, and caring. Don't be afraid of giving away a "secret" because it's probably already out there somewhere on the internet.
Focus on your Target Marget. Remember, you are not doing videos to impress other attorneys. It is easy to get caught in the trap of thinking potential clients want to hear about all of your qualifications. The real truth is they want a law firm that understands their problems, and knows how to solve them. So focus your video topics on their needs, challenges, and points of pain. Your script should describe some of the problems clearly, and then explain how you can solve them.
Use case studies. Facts tell, stories sell! To get your point across tell the story about how you helped a client. Don't reveal their name or specific details, but you can always say something like, "I was working with the CEO of a 100 employee technology company..." or "A medical doctor decided to get a divorce..." or "A young couple were facing significant financial struggles. He had just lost his job and their house was in danger of foreclosure...". Then do the reverse - share a story in which someone has failed by not implementing some of your strategies.
Include a call to action at the end of the video. Tell them what you want them to do: call your office for a free consultation or visit your website or read your blog or connect with you on Facebook or LinkedIn. Be specific and if you give a free consultation be sure you tell them that.
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