The addition of video to my marketing plan has been a great investment which has generated new clients for my practice. To add video to your law firm marketing does not have to be expensive. It does take some time to get it off the ground; however, once you have a system in place it becomes easier to implement. The rewards are worth the effort and here is how I did it.
Create a YouTube Channel for Your Practice
You need a central place to upload your videos and share the links. YouTube is very intuitive and offers a wide range of features to increase your visibility. This is free; however, I recommend you hire a graphic designer to create your cover page since there are specific requirements you have to meet to ensure your cover shows well on different platforms (i.e. tablet, PC, smartphone, etc.). In addition to the YouTube Channel, I recommend you also have a Facebook page, Twitter account, and LinkedIn account for the firm, and also add your videos there. You also can add the videos to your Avvo profile for increased visibility.
Hire a Videographer
You have to be creative in who you hire to assist you with this project. The price range for these services is all over the place. What I did was hire a videographer who shoots weddings on a part-time basis, and explained my project to him. He was interested in working with lawyers, so we worked out a specific fee for a monthly video session. You can also hire a student from a local college that is interested in video production.
Keep Your Videos Short and Simple
There are a number of reasons why you may want to follow this advice. First, it is cost. The shorter the video, the less editing required. When I shoot my videos, they do not require editing other than adding the topic and disclaimer graphics at the beginning of the video, the sound track, and the contact information graphic at the end. This requires less editing and will cost you less per video to produce. Ultimately, you want a short production cycle to achieve a finished product. Second, when you shoot short videos, you can produce more in a limited period of time. Keep them between one to three minutes. Remember, the goal is to introduce yourself to prospective clients through the videos–not to teach a course. Videos provide a voice behind the picture which allows prospective clients to be more familiar with us as individuals, and also the services that we offer.
Shoot Ten to Twelve Videos per Session
Before a video session, I plan a list of topics that I would like to cover and an outline for each video. This allows me to move faster from video to video and maximize the time with the videographer. One session gives me enough content for three months–releasing one video per week.
Don’t Take Yourself Seriously, and Have Fun
Plan a longer session the first time you try this. You will make mistakes and this is normal. Just enjoy trying something new that will enhance your practice. You will see that after your second or third session, your confidence will increase and you will feel more comfortable speaking to the camera.
Does video marketing work? It does! It is common to hear from new clients that they called me after they saw my videos. I’d like to hear your thoughts if you are promoting your practice through videos. You can see my videos at www.youtube.com/user/bizlawyer11.