A video can make or break your firm.
A video often gives potential clients their first glimpse of you and your brand, and it’s important to make the right first impression. Unfortunately, not every attorney does. Follow this guide to separate yourself from the pack with a video that is undeniably impressive.
Don’t rush through the process of producing a video. Time and time again, people spend valuable time and money on a video that does not generate a solid return on investment or fulfill their goals.
Here are the top 10 mistakes in legal video marketing.
Mistake #10: Making a video just to make a video
When you fail to make a plan, you plan to fail. That saying applies to life and video marketing. Does your video serve a higher strategic purpose? Is it branding you? Why are you making it? If you don’t know the answer to these questions, take a step a back and evaluate your marketing goals before diving into producing a video.
The Fix: Approach video production with a plan, just as you would any other marketing campaign. If you can achieve a clear business objective through video, then go for it.
Mistake #9: Not branding correctly
Making a great impression and an emotional connection is fantastic. But if viewers can’t remember the name of your firm or understand your unique value proposition, then your video won’t do you any good. It’s easy to get so wrapped in the making of the video that we forget its actual purpose: highlighting the benefits of your firm’s services and promoting your business to potential clients.
The Fix: Brand your video with your firm’s logo, colors, consistent typography, website address, and other relevant information you want to leave viewers with.
Mistake #8: Making your video too long
How long was the last online video you watched? 30 seconds? Maybe 2 minutes? Research shows that viewers are more likely to watch shorter videos from beginning to end. If your viewers don’t watch the entire video, they may miss key selling points, your call to action, etc.
The Fix: Keep it short, sweet, and to the point. Less is more.
Mistake #7: Not focusing on a single message
Imagine this hypothetical situation: you just watched an online video that includes a personal message from the CEO and talks about the company’s new product, its heritage, new location, stellar employees, business awards, recent philanthropic endeavor, and new rewards program. What did you learn?
Probably nothing. In fact, it would be surprising if you watched it all the way through.
The Fix: Use your video to deliver a single message so viewers have one definitive takeaway. If you have multiple messages, split them up into multiple videos.
Mistake #6: Not calling out your call to action
“Visit our website.”
“Give us a call.”
“Follow us on our social media outlets.”
Did you include something like this in your video? If you don’t provide a clear call to action, your viewers will be unsure of the next step to take after watching your video; as a result, you just lost a valuable lead, sale, or click. Don’t assume your viewers will be willing to seek you out on their own. Even if they are interested in your services after watching your video, it is crucial that you make it as easy as possible for them to take the next step.
The Fix: Include a clear call to action so your viewers know what to do after they’ve watched your video. Here’s an example of a call to action done correctly at the end of a video.
Mistake #5: Improper placement of selling points
Waiting until the end of your video to convey your selling points is dangerous. The longer a video is, the faster viewer engagement drops. Remember our viewership graph above?
As in journalism, put the juicy bits in the beginning and follow them with supporting details.
The Fix: Frontload your video with major selling points to hook your audience immediately.
Mistake #4: Failing to address your target audience
You may handle a wide variety of cases and clients. However, you can more effectively build trust with your audience by focusing on your specific area of expertise as it relates to your audience’s legal needs. Trying to fit multiple specialties in one video might dissuade potential clients who are looking for someone who will focus on their specific problem. Here are a few things you can do to avoid making a confusing video:
● Pick one area of practice as your focus
● Identify and segment your audience upfront
● Appeal to your audience’s needs and concerns
Remember, when you try to speak to everyone, you speak to no one.
The Fix: Focus your message on a specific and well-defined target audience.
Mistake #3: Expecting instant results
Rome wasn’t built in a day. This same mantra can be applied to video marketing. Very rarely do videos go viral. And when they do, it’s usually because of an established social media presence.
Of course, you can spend money on ads that reach a large number of people quickly. But keep in mind that reaching more people doesn’t mean you are reaching people with an interest in or need for your services. Consider targeted reach if you are pursuing a very specific market. You will also want to make sure that you are diversifying your ad creative and videos. If not, you run the risk of encountering ad fatigue.
The Fix: Understand that a good video marketing strategy means targeting the right audience, maintaining consistency, and adopting a good communication strategy for your overall value proposition.
Mistake #2: Failing to use SEO for your video
Getting your audience to see your video online is crucial. Just posting it on YouTube isn’t enough anymore. Use optimization tactics and techniques to drive web traffic to your site and video and get your site to rank highly in search results. A few practices that you can utilize include:
● Blog posts – housing your video within a relevant post will help inform viewers who are searching for questions you can answer
● Titles, descriptions, and tags – include any key terms you are targeting to ensure that your video comes up in searches for them
● Custom thumbnails – choose an image that attractively showcases you and your firm
● Schema markup – provide Google with your video specs to include in search results
Check out this article for even more tips!
The Fix: Use proper video SEO techniques to increase the online visibility of your work.
Mistake #1: Choosing the wrong partner
Your viewers and potential customers are very subjective. They will be critical of the quality of your video and decide it reflects on the quality of your firm. Sure, anyone can use a smartphone to make a video, but is that how you want people to see your brand? And, if you hire outside talent or an agency to produce the video, does the partner you’re working with know about your practice or understand the field?
Ask questions to get the answers you need. After that, it’s time to decide if your video partner can produce something that reflects the quality of your company. If not, it might be time to part ways.
The Fix: Do your due diligence before hiring any outside talent or company to create content for your brand.
Let’s recap the top mistakes:
10. Making a video just to make a video
9. Not branding your firm correctly
8. Making your video too long
7. Not focusing on a single message
6. Not including a clear call to action
5. Improper placement of selling points
4. Failing to address your target audience
3. Expecting instant results
2. Failing to implement proper SEO practices
1. Choosing the wrong partner
If you would like to learn more about video marketing, just reach out to us. We are happy to help!