By 2020, online videos will make up more than 80% of all consumer internet traffic (85% in the US).
Video has become the hot topic in marketing over the past two years, but if you’re still wondering how you can get started or why you should use it, here are a few reasons:
- Video captures attention
- How often do you find yourself getting sucked in by a cooking video or video news segment as you scroll through your Facebook feed? THIS is why you should consider video.
- Creates an emotional connection
- Personalize your law firm through video- potential clients can hear your voice, see your face and get an idea of what you are like before they even walk in the door.
- Engages people at a higher rate than a written article or blog post.
- The Content Marketing Institute found that audiences are 10 times more likely to engage with, embed, share and comment on video content than any other type of content.
- Video campaign website, Brightcove found that video drives a 157% increase in organic traffic from search engines.
What to use?
- Powtoons: Great for explainer videos, easy to use after some practice- can add music and voiceover
- Animoto: Explainer videos on steroids. I’ve used Animoto in the past and was less than impressed, but they have added quite a few features- like video collages, adding voiceover and video clips. I would definitely give this platform another try.
- Slidely.promo: Short video clips, using one image and text
- Biteable: Super simple and easy, good video for text, simple images, and short video snippets.
- Soapbox & Wistia: Soapbox is a really cool, free Google Chrome integration that lets you record your screen and self at the same time. Wistia is the editing tool and video hosting platform that works with Soapbox.
- Vidyard: A more complicated video system, with next level hosting, video editing, and analysis tools
- Brightcove: Video campaign management- integrates to push videos to social media channels and your website. It also tracks video watchers, to show where they came from and where they went after they watched. Sophisticated analytics.
- Visual.ly: They make simple videos, infographics and other marketing materials for you, kind of like an ad agency, but using individual freelancers- but at a higher cost than the DIY websites.
- Professional video service: For a law firm bio video or main page website video, you may want to invest a little more here in order to come off as a polished, professional law firm.
Where should you put your video?
- Depending upon the purpose, videos can live on your website, in your blog area, on your social media channels (Make sure they fit properly!), or on video hosting websites such as Youtube or Vimeo.
Before you hit record:
- Make a plan: spend time outlining what you want to say or writing a full script. Find a quiet space, record on off hours or from your home instead of office if that will be more comfortable and quiet.
- Practice, practice, practice: If you know you are uncomfortable in front of the camera, give yourself time to make a few mistakes and don’t feel pressure to record it in one take. There are free and inexpensive video editing options available.
- Make it good: Not all videos have to be professionally produced, but you should show that you are putting an effort in. One study found that 62% of consumers are more likely to have a negative view of a brand if you publish a poor quality video.
- Animoto found that 44% of small business owners are planning to increase marketing spend on video in the next 12 months. Will your law firm be one of them?
If you’d like help or advice on building your law firm’s marketing strategy- contact us!