I've had a few clients recently ask about incorporating online video into their web marketing strategy. Videos can be a very effective part of a good web marketing strategy, but you will need to keep a couple of things in mind as you produce and market them. I thought it would be beneficial to share some of my suggestions with our readers.
Think About The Style Of Your Video - You should consider the type of video you want to produce. There are two main types of law firm videos I see most often. One is an interview style video with an attorney. Questions are asked and the attorney answers them or the attorney simply discusses a topic related to their legal practice. The other is a screen cast. This is a recording of a power point presentation, photographs, or an online demonstration and the attorney speaks into a mic over the recording. There are pros and cons of each. With an interview style video, a potential client can see and hear you. They get a sense of your mannerisms and charisma. It's about as close as they can get to being in your office. However, the production costs and time investment for this type of video can be high. A screencast will be low cost and faster to put together. While there is software that can help with production quality (Animoto, Jing), you don't get the same "connection" with the potential client as you would if they can see and hear you on screen.
Quality of Video Production - Do NOT skimp on the quality of your video production. Putting out an amateurish looking video is worse than putting nothing out at all. This will be a reflection on your firm and yourself so make sure that you make the proper investment to create a professional looking video.
Length of Your Video - Sometimes lawyer like to talk. Unfortunately for the web audience, you need to keep the videos short enough to keep there attention but still provide good information. As a general rule of thumb you should keep your videos between 30 seconds and 2 minutes long.
Content of Your Video - You want to produce videos that are educational in nature. Creating a video that is simply an advertisement for your firm won't be nearly as effective as one that provides information for a potential client. To be honest, they don't really care about you or your firm. They care about getting their legal issue taken care of. Create a video that demonstrates your knowledge of the law and helps provides them with sound legal information. This will resonate more than simply talking about how great your firm is. In addition, videos that are educational in nature will allow for greater distribution across video sharing sites and platforms. Most of these sites do not accept blatant advertisements for businesses, however they will gladly accept information videos.
Marketing Video & Distribution - Finally you are going to want to market and distribute your video not only on your own website, but across video sharing sites as well. For help distributing your video as well as an analytics solution to track your videos activity, I recommend using TubeMogul. You can create a free account and distribute your video across a number of the biggest video sharing sites such as YouTube, DailyMotion, Vimeo, and more.