Lawyers, Are You Paying Attention To Video?

Lawyers, Are You Paying Attention To Video?

Just when you thought it was going to fade into the sunset (okay, who really thought that?), video as a communication tool is continuing to come on strong as a viable, valuable marketing tool for lawyers, legal marketers and law firms.

Recently, news out of AdAge tells us that:

“The ever-gestating business of online video just took a very big step into adulthood, as Facebook said it would begin sharing ad revenue with some video creators, just as Google has done through YouTube for years.”

Hang On Just A Minute

Before you discount this as not applicable to your practice, nor that of the legal profession, hold tight with me for a few minutes, okay? Even though this is Facebook’s move toward a revenue-sharing model with video content creators, much like YouTube has practiced for a long time, this still has application and importance for those of us who spend time in the legal marketing and business development space.

Lawyers don’t necessarily…almost never at this point…place audio, video or other digital content on the Internet in hopes of generating revenue from that content, which is what this Facebook announcement discusses.

Those who market services (that’s us!) use video, whether that be on YouTube, your website, your blog, Vimeo, Slideshare, Periscope or Meerkat, because it helps communicate a message about you, your practice, your clients, your firm, your community activity, your personality, your attitude, your opinions, your approach to helping people solve problems…you know, your brand.

You and I Are The Same

Those are outstanding reasons to move toward producing video. You and I are the same in this manner. We must find ways to communicate who we are, and to find ways to stand out from our competition. We strive to find ways to help our clients, referral sources, media and potential clients know, like and trust us so they will remember us when they need the services we have to offer.

This can often be accomplished using video and audio by letting people get to know us on a deeper level than they know our competitors.

We can accomplish this by using these tools to allow people to get to know us in the ways I mentioned above:

  • Communicating a message about us
  • Helping others learn about the services we offer
  • Helping them learn what kind of clients we serve
  • Helping them learn about our firms
  • Helping them understand what is important to us by discussing our community activity
  • Helping them understand our personality
  • Seeing what our attitude is
  • Sharing an opinion about those matters we are ethically allowed to discuss
  • Discussing how we strive to take care of other people
  • …and more

Facebook’s continued laser-like focus on increasing the amount of video shown on its site, and going toe-to-toe with Google & YouTube to be the largest provider of video content, is a very strong message that video has a growing place in your marketing and business development plan. Human beings are spending more time consuming video, which is reason for all of us to take notice.

Don’t Wait For Your Competitors

Don’t put this on the back burner, waiting for someone else to blaze those trails so that you “do it right,” and don’t make any mistakes. Be the one, or the firm, that steps out of the box to show who you are, and how you are different than your competitors.

I’m seeing more video out of law firms these days, but I want to see more from you. Take some time to sit down to see how you can plug this into your existing goals and plans.

Bottom Line

  • It doesn’t have to be difficult.
  • The content needs to be good, but it doesn’t have to be epic.
  • You don’t have to spend a fortune on it (unless, of course, you want to).
  • You might be surprised at the simple tools you can use, or that you might already have in place.
  • You don’t have to do it alone to do it right.

Let me know what you think, and if you plan on adding video to your digital marketing and business development mix.

Nancy Myrland, Myrland Marketing & Social Media and LinkedIn Coach For LawyersNancy Myrland is a Marketing, Content, Digital & Social Media Strategist, Speaker & Advisor, helping lawyers, law firms and legal marketers grow by strategically integrating all marketing disciplines. She is a frequent LinkedIn and Twitter trainer, as well as a content marketing specialist. She helps lawyers understand how to make their marketing and business development efforts more relevant to their current and potential clients, and helps lead firms through their online digital strategy when dealing with high-stakes, visible cases. As an early adopter of digital technology, she also helps firms with blogging, podcasts and video marketing. She can be reached via email here

 

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  • You nailed it Nancy!  

    For the past 3 years I’ve been consistently targeting/making phone calls/attending legal networking events and interacting with top marketing executives in the NYC legal community.  The most common response “we’re not doing video”.  WHAT…???

    They are not even open to testing out video content while they continue to produce paper brochures, industry research reports, send client alerts, blog, hold events, send emails and their partners attend networking events.  What they are not realizing is that the core business objectives of these ‘traditional’ marketing / communication methods are exactly the objectives of video….but people would rather watch video than read these days.  We are becoming, or have already become, a nation of viewers not readers.  People want information fast and easy and video is just that.

    In my opinion the legal marketing community is focused on the myth about video, based on perceptions of the past, and not on the core marketing / communication objectives that video can support.  Video is a means, not an end.

    Law is a people business….what is better than showcasing a person other than video?

    Net net is that a thoughtful approach to video content (not just 1 video) across a law firm’s branding, PR, thought leadership, email nurturing can better position their partners, drive core digital marketing objectives and build relationships.

    The tide is slowly changing.  There are more an more use cases of video in the legal industry today than there were three years ago and there will be more and more in the next three years.  And the firms that do will gain a first movers advantage.

    Robert Weiss

  • Robert Weiss Thanks Robert. We will see this practice growing for law firms. As with most other marketing practices, the professional lags the rest of the world just a bit. In a world of trying to build that know, like and trust factor that clients demand, video plays perfectly into our ability to help our clients find that comfort.