Are You Ready for Video?

Clear & Convincing Feature Article

"I think we need some videos for our website and other marketing," said Lance, sitting at the long, walnut table in the conference room of L & L Law Firm. Linda joined him as he continued. "The marketing experts say that video can improve our Internet marketing results."

"You want to go Hollywood? I'm not so sure about that," said Linda.

"Well," said Lance, "I've been looking into it and I think it's the right addition for us."

Lance is right. L & L Law can use video to market their practice and establish authority in their area of expertise, elder law. With video marketing, L & L Law can create content that will make new and old clients more likely to try, buy, and refer more of their services. Video can highlight individual attorneys, giving them an opportunity to demonstrate their expertise.

And, video is popular. YouTube reports that 1 billion people used its services in 2014. It's hard not to click the button to see action.

How Can You Use Video?

  • Add a welcome page to your website. Show the firm and introduce attorneys and staff members. 
  • Answer questions—pick general topics such as "5 Things to Consider Before Hiring an Elder Law Attorney."
  • Create a video library on topics related to your firm—keep the topics short—1 to 3 minutes.
  • Add videos to Facebook, LinkedIn, and YouTube; use Twitter to share links.

DYI or a Pro?

While it is possible to create your own video, it's not advisable to do so.

If your video has poor sound, bad lighting, and looks sloppy, the viewer can assume the firm is the same. It's better to use a professional. Make a plan or list of the videos you want to create so you can do several in one day. Keep the topics short—3 minutes at the most and have the editor add an intro, title, and closing.

Remember that video is an online medium. Think of it as a talking blog and use the same strategies you use in blogging such as:

  • Publish frequently—aim for once a week
  • Tag and share—tag your content and share it through Twitter, Facebook, LindedIn, and Google +
  • Include the video in your other forms of marketing such as e-mail and newsletters
  • Remember that content is supreme—give the viewers information they can use
  • Measure results—you can measure views and learn what videos work for you

As always, know of your ethical obligations. You are giving news and information, not advice. If you're not sure about your content, call the SBM Ethics Helpline at (877) 558-4760 before you post your video.

Using video can help attract more clients and grow your law firm by establishing your expertise online. And, when posting, remember to upload it to your profile on Zeekbbeek. Simply sign in using your SBM login, click on "Add +" and then "Submit a publication" from the drop-down menu. Load your video following the directions and it will be published. The service is free.

Roberta GubbinsRoberta Gubbins has served as the editor of the Ingham County Legal News. Since leaving the paper, she provides services as a ghostwriter editing articles, blogs, and e-blasts for lawyers and law firms. She is the editor of Briefs, the Ingham County Bar Association e-newsletter, and The Mentor, SBM Master Lawyers Section newsletter.

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