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YouTube. The word evokes images of cute kittens, crazy stunts and viral video classics, like what happens when you mix Diet Coke and Mentos. It’s not where you would expect to find interesting and helpful videos on timely legal topics by some of the leading lawyers on the planet. Yet. In September, I was a panelist in a webinar focused on using video in the legal marketing mix, along with marketing innovators Adam Stock and Adam Severson.
The webinar, sponsored by the Legal Marketing Association Social Media SIG, offered a primer on marketing videos for lawyers, and here are some key points.
All three panelists have all used video to market lawyers and their services. Adam Stock, who is CMO of Allen Matkins, explained that web pages that feature video are 40 to 50 times more likely to end up on the first page of Google search results. “Google loves video,” he said. “It is great for SEO (Search Engine Optimization).” He added that Allen Matkins’ website saw 30 percent more traffic after the firm started to use video on its home page, and the site now features more than 150 videos.
“Video gives you the ability to deliver emotion like no other media. It’s the best way to capture an attorney’s personality. Clients hire lawyers, not firms. Video gives clients a chance to get to know our lawyers,” said Stock.
“At Allen Matkins we took an approach of experimenting by creating videos of types of communications we would normally do with clients. This provided us a basis for comparing the performance of videos to written or online communications formats. The strategy that we used and the results that we got are summarized in this video, which was created for the 2012 LMA Your Honor Awards.”
Adam Seversen, who is CMO of Baker Donelson, saw an increase in web traffic of more than 500 percent once his firm started to promote its Entrepreneur Minute videos. Baker Donelson sends a weekly email to a growing list to promote its Emerging Companies industry group, featuring a one- to three-minute video on topics of interest to entrepreneurs. The practice group’s page quickly became the most visited practice group page on the website, and the weekly email and video tip has attracted attention of traditional media and has been reposted on industry blogs.
Well-produced video on law firm websites can build credibility for the attorneys and the firm. Video is also very mobile-device friendly—somethings that’s worth considering since as much as 30 percent of law firm web traffic originates from a phone or tablet.
The panelists described using video in a variety of ways, including:
The panelists agreed on some basic start-up concepts:
Here are sample videos from the panelists:
Mark Beese is President of Leadership for Lawyers, LLC , a consultancy dedicated to helping lawyers become better business developers and leaders. He also teaches Marketing and Business Development at the University of Denver Sturm School of Law. Mark is a Fellow of the College of Law Practice Management and the former CMO of Holland & Hart.
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I’ve finally figured out why so many lawyers want to know, “But how do I ask for the work?” It’s because the picture they have in their minds is a pretty darn scary one. It's something like this: ...September 3, 2018 0 2 0