Study: 71% of U.S. Adults Online Watch Videos
According to a new Pew Internet survey, 71 percent of online adults visit video-sharing sites like YouTube and Vimeo to watch online videos. Here’s how the study results break down demographically:
Note that the demographics of video-watching adults skews higher for income, education and adults under the age of 49. What is also interesting to note is that Hispanics and African-Americans also skew higher in their online video-watching habits.
If any of these groups are part of your target market, you need to be marketing to them with video!
Use these simple guidelines to make a highly effective online video for use in your law firm Internet marketing efforts:
Keep your videos under 4 minutes long. Most people will not watch long videos, so keep them short and to the point.
Use real people, using real words. 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.
Give them good content. Don't be afraid to give good content on your video. Your perfect client wants to know that you are competent, capable, and caring. Don't be afraid of giving away a "secret" because it's probably already out there somewhere on the Internet.
Focus on your Target Market. 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. So focus your video topics on their needs, challenges, and points of pain. Your script should describe some of the problems clearly, and then explain how you can solve them.
Use case studies. Facts tell, stories sell! To get your point across tell the story about how you helped a client. Don't reveal their name or specific details, but you can always say something like, "A young couple were facing significant financial struggles. He had just lost his job and their house was in danger of foreclosure...". Then do the reverse - share a story in which someone has failed by not implementing some of your strategies.
Include a call to action at the end of the video. Tell them what you want them to do: call your office for a free consultation or visit your website or read your blog or connect with you on Facebook or LinkedIn. Be specific and if you give a free consultation be sure you tell them that.
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