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By Larry Bodine
There is a “killer app” that will greatly improve the likelihood that potential clients will find you in a Google search. Research confirms that it is online video, and many lawyers have gotten the message.
Video is the No. 1 reason that people go online, according to Pew Internet Research. Clients and potential clients would rather watch to a two-minute verbal explanation than read a two-page article. “I don’t want anything on paper. I don’t have an in-box; if I did everything in it would go into trash. I want something that will catch my eye in 30 seconds or less, certainly not a long block of text. I’m more likely to look at a video,” said MeMe Rasmussen, VP and Chief Privacy officer of Adobe Systems Inc.
Therefore it is surprising that only 51% of lawyers in firms of 1-5 lawyers say they plan to use video in their online marketing, according to a LexisNexis/Vizibility survey of law firm use of social media. The lack of video on your law firm website is a marketing mistake.
“Lawyers should develop an introductory video that showcases their personality as well as expertise. Post the video on the Web, including YouTube. Our studies have shown that a well-produced video can be a primary factor in a consumer’s decision to contact a firm,” says my colleague Craig McGuire, Product Marketing Manager, Websites/SEO/SEM at LexisNexis.
A small firm that is harnessing video effectively is Tully Rinckey of Albany, New York. The firm’s videos have been viewed more than 140,000 times – an outstanding result for a law firm. Many are clips from TV news reports in which a station interviewed a lawyer for comment about current events. Chief Marketing Officer Graig Cortelyou has cultivated good relations with local TV producers who give him these videos for free. The 33-lawyer firm also displays a video on its home page.
Recording a video is easy and can be done right in your office. An experienced videographer will have the camcorder, lights and lavaliere microphones that are required. I recommend that you do not write a script and read it word-for-word from a teleprompter. All you need are a set of bullet points to follow, as you would use when making a presentation.
To create a video that generates new business, follow these tips:
One thing is clear: video is the future of law firm marketing. Adding video to your website is like getting an audition with a potential client. Don’t delay in bringing your website up to date.