First came YouTube; companies started uploading “out of the box” viral videos that often didn’t directly promote the product, then companies posting videos on their own websites. For some reason, YouTube seemed a more forgiving venue for a poorly made video. At times, I cringe when I see the quality (and sometimes quantity!) of the homemade and even professionally made company video. Law firms have delved into the online video marketing medium, and, according to Cisco’s Visual Networking Forecast, in 2012, “video on demand, television over IP and Internet TV will make up 90% of consumer IP”. Video can be a powerful tool to market your firm, however, if poorly executed; it can shed a bad light on your firm.
Here are some things to be cognizant of in order to turn video traffic into a possible client:
- Save the commercials for television. A good online video often answers a question that the viewer is researching. Perhaps someone gets in trouble with the law. They could Google how to take the right legal action, etc. Would you be more likely to go to a lawyer touting their legal services and how they will get justice or how about someone who just helped you with the steps to take in a legally related situation? I believe it would be the latter. Try to solve a problem.
- Make sure the video doesn’t look like it was made in a basement. Remember borrowing a friends’ video camera, fooling around and making the worst videos ever? Well, some corporate and legal videos out there look exactly this way. Even if you are offering some great information, if the quality is not there, the message will suffer.
- If you decide to hire a professional (which I would suggest), ask around. Depending on how much you want to spend (FindLaw offers an expensive video production service), ask around to find someone with a good reputation who can produce the video. A producer with legal marketing experience would be the best bet. Take a look at YouTube to get good and bad production ideas.
- Make sure the videos make it on more sites than just yours. Visit the web and look for legal marketing directories to post videos. Look around and find places to make them more viral.
Please feel free to share your own legal video producing tips and tricks. Good luck!