The why and how of legal video marketing

Many of our personal injury firm clients understand the value of legal video marketing. Some create the videos themselves, using various online tools, and those that want to be assured of a fully professional product come to us.

If you are not using video as a marketing tool, you may want to consider. It has been a hot marketing topic for the past few years, with people testing its value and deciding whether to incorporate it into their marketing plan.

We believe videos are very important for your overall marketing strategy and here’s why.

  • People are online all the time. Who hasn’t gotten hooked on a video, whether it’s about a home-improvement DIY project or how to cook a Thanksgiving turkey. The point is that video captures the viewer’s attention. When you are discussing a particular type of personal injury case or an important legal concept, you are much more likely to captivate your audience than through just written communication.
  • The key to all marketing is making an emotional connection. Videos have the magical power to do just that. Videos can show your potential clients what you look like, your manner of speaking and communication, and they can get a good idea of what you will be like in person. Videos really let you personalize your personal injury practice and they allow you to engage viewers at a more personal level.
  • The Content Marketing Institute’s research reveals that audiences are 10 times more likely to engage with a video than with any other kind of online content. This engagement includes embedding, posting comments and sharing. Videos also drive a 157% increase in organic traffic from search engines.
  • It is estimated that 44% of small business owners intend to increase their marketing allocations for video production in the next year.

Most useful places to put your video

You can place your video on a number of online venues – on your website, on all the social media platforms you use, or on video-hosting websites like YouTube and Vimeo.

Taping your video

There are a few things you need to do before planning your actual video recording.

  • Outline what you want to say, write a script, and decide on the visuals, if other than you, that you want to use.
  • Make sure you practice a lot before you start the recording. If you mess up during a recording, you can always start over.
  • Find a quiet place to record – no phones, no interruptions, no outside sounds.
  • Never publish a poorly-produced video. More than 60% of viewers are more likely to have a negative view of you and your business if you put out a poor-quality video.

If you’re ready then…Lights…Camera…Action!

Group Matrix Blog – February 14, 2018 -- by Sharon Bowles

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