Is Producing One Video a Good Legal Marketing Strategy?
Today I’m sharing why one company video rarely makes any impact on your revenue. You need a good legal marketing strategy before you even think about filming.
Think of this election. According to Comscore, online video is driving this election, and one video would never impact anyone’s view!
What is the purpose of your video? Are you producing a video for Earned Media, Paid Media or Owned Media?
Video is the Least Expensive with a High Failure Rate
Video is the least expensive way to get clients other than word of mouth when done right. Done correctly, it often pays for itself time and time again for years and years and years after you produce it and it can be a great legal marketing strategy.
There are 3 components that go into getting clients with online video.
- Research – which is comprised of case research and SEO,
- Production – which includes scripting, the way your video sounds, looks and feels, and
- Marketing which includes focusing on:
- Earned media – where people are organically coming to you
- Paid media – anything you’re doing where you’re paying for it and pushing it to them
- Owned media – which is usually your website
Earned Media Has the Best ROI When Done Right
Today I’m going to focus on a legal marketing strategy by using video marketing through Earned Media.
Top Law Firm Video Marketing Mistakes:
First let’s look at the mistakes most law firms and other companies make:
- Having one video that is self hosted on your website normally has very little impact on revenue.
Placing a video on the home page may help the visitor decide to choose your firm. Placing that video on your site may even keep the visitor hanging out on your site a little longer which helps SEO slightly.
But the problem is that the video is relying on someone finding your website in order to see your video.
More Videos Get More Clients with Earned Media
If you have enough popular videos, having a website could become somewhat irrelevant.
Videos that appear in Earned Media. Earned media is where people are organically coming to you. Earned media is less expensive, and carries more credibility to the viewer. Earned Media with video means search optimizing your video and putting it on YouTube.
Video Found in Organic Search Gets Clients
Each video, when found in organic search, usually only reaches a small number of targeted but interested people. The impact, or response rate, (getting the person to react or contact you), is high.
So if your one video only reaches a few people (once it hits the top of a related searches), how will you get a lot of clients? In order to reach lots of people and have lots of people reacting, you need lots of video. Each video should be optimized to hit a new search result.
Save Money By Filming a Lot of Video in One Session
How will you film lots of videos? Isn’t that expensive? Filming as many videos you can in one day will save you money . It will also allow you to see an impact from your time, money and efforts.
Remember to Further Market Your Videos
Now remember today I’m not talking about “paid media”. There are amazing ways to reach clients with video if you’re willing to pay for it – and you only need one really good video to do that. I hope this has helped you decide which way to go with your video production – don’t forget to start with a good legal marketing strategy.
Thanks for watching and I’ll see you in the next video!