NY Times Touts Online Video as Low-Cost Marketing
A feature article earlier this week 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.
Online video is a highly underused form of law firm Internet marketing that promises a big return. Whether you place your video on the homepage of your web site, or upload it to YouTube, the benefits are undeniable.
Use these five simple guidelines to make a highly effective online video for use in your law firm Internet marketing efforts:
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.
Create a well-thought out script designed to persuade potential client to call you. To accomplish that, ask yourself what makes your law firm different from, and better than, your competition – and then build your script around those key points.
Focus on the viewer, not yourself. 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. Your script should describe some of the problems clearly, and then explain how you can solve them.
Use sidebars to emphasize key points. The time to use still images in your online video is in a sidebar to emphasize your most important points – such as key statistics related to your area of law.
Include your contact information 2-3 times within your video. The goal of your online video is to persuade potential clients to call you. Yet, no matter how well crafted your video is, if those clients do not know how to reach you, it’s wasted effort. With that in mind, say it once within the video, usually at the end, and “write” it at least once in full screen, at the beginning and the end. By including it at the beginning, return viewers can quickly get your contact information without wading through the entire video again.
If you are looking for a way to connect with clients and prospects, make online video a part of your law firm Internet marketing strategy.
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