Video for Law Firm Business Development
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Video for Law Firm Business Development Adam L. Stock Director of Marketing & Business Development Allen Matkins
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Online video is a growth area for law firms. This presentation highlights the "best of" videos for several law firms. Presented at the Marketing Partner Forum 2012
Transcript of Video for Law Firm Business Development
Video for Law Firm Business Development
Adam L. StockDirector of Marketing & Business Development
Allen Matkins
HOW BIG IS ONLINE VIDEO?
Video is the fastest growing part of the web
Or 169.3M U.S. Internet users will watch video in 2012 (up 7.1% from 2011). - eMarketer
70.8%
Video streams watched in U.S. in November 2011- Nielsen, December 2011
21.9B
WHY SHOULD LAW FIRMS USE ONLINE VIDEO?
Why video can be an effective medium for law firms
Highlights the lawyerClients ultimately hire the lawyer not the firm
Complex information can be explained simplyWe can communicate our expertise simply
Distribution is inexpensiveBecause it is in demand, others will distribute it for us
Video is a persuasive medium
Aristotle’s Rhetoric
logos patterns of reasoning
ethos credibility and authority
pathos emotions and psychology
Our biggest challenge is standing out online
366,000,000 web sites
Netcraft - December 2011Comscore 2011
200,000,000,000 searches/year
Video is favored in Internet search
Video is a social medium
Traditional Social
“Every audience has an audience”
There are many “small steps” in social media engagement
Like I like your message
Friend/Subscribe I’d like to join your community
Share/TweetI’d like others that I know to know about you
Buy/GiveI’d like to support you
Good content gets shared
WHAT KINDS OF VIDEO CONTENT SHOULD LAW
FIRMS PRODUCE?
Content should be dictated by your audience and how they select counselBusiness-oriented
Thought leadership
Brand/Reputation Building
Changes in Law/Solution
Business Insights/Opportunities
Reputation driven
Consumer -oriented
Call to Action/Solution
Education/Insights
Brand/Reputation Building
Thought leadership
Solution driven
Tully Rinckey PLLC – Thought leadership
Business Insights/Opportunities – Womble Carlyle
HOW DO YOU DISTRIBUTE VIDEO?
Your distribution strategy is dictated by your audience
Strangers Friends ClientsLoyal
Clients
But video is particularly strong in turning Strangers into Friends
Sales Funnel
Distribution by email
Distribution on your website – pop over
Distribution on your website – embedding
Distribution via online publication
Distribution via social media sites
WHAT IS EFFECTIVE?
HOW DO YOU PRODUCE VIDEOS?
Get buy-in
1. Build the case steal these slides!
2. Set objectives
3. Create a pilot project
4. Manage quality
5. Track returns
Build a video studio for $1,500
Editing software
iMovieCamtasia StudioFinal Cut ProAfter Effects
Video development steps
Determine type of video
Determine audience
Develop script or briefing Shoot video
Develop scriptReview scriptEdit 1st draft video
Review/ Comment
Edit final video Final sign-off Upload video Distribute video
Between 48 hours and 6 weeks
Video summary
1. Too big to ignore
2. Seems to have good value for lawyers
3. Getting the tone and audience right is key
4. There is a technical/expertise curve to overcome
