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You probably aren’t surprised to hear that Americans now spend more time online than they do watching television. But would you guess that 85.6 percent of the U.S. Internet audience viewed at least one online video in the month of June 2011 alone? That’s a remarkable piece of information, but there’s more. According to data from the comScore Video Metrix service, which monitors digital media use (like Nielsen monitors TV watching):
The numbers clearly identify an opportunity for your law practice: Educational online videos. Done well, an engaging video help establish your firm’s reputation, create a strong impression—and increase your chances of being retained. Here are a few tips to remember when you are in front of the camera:
Academic research also supports the power of the online video revolution. In The American Journal of Distance Education, Hee Jun Choi and Scott D. Johnson, of the University of Illinois at Urbana-Champaign, wrote that “there is a significant difference in learners’ motivation in terms of attention between the video-based instruction and traditional text-based instruction. In addition, the learners reported that the video-based instruction was more memorable than the traditional text-based instruction.” It’s hard to beat that for effectiveness.
Forget an elaborate firm brochure and move beyond your basic firm blog. It’s time to create your firm’s video channel!
Bob Weiss writes law firm marketing plans, coaches lawyers and speaks regularly at retreats and legal conventions nationwide. He helps attorneys develop dockets of intellectually challenging cases at desirable rates. Considered one of the pioneers of professional services marketing, Bob founded Alyn-Weiss & Associates, Inc. in 1980, and is the author of the new book Marketing in Brief.
Here are seven tried-and-true tactics along with real-world applications that help lawyers differentiate themselves.
February 19, 2019 0 0 0