Getting Value Out of Video: Dos and Don’ts for Law Firms

Author: Aly Crea | July 25, 2017

According to the National Law Review, people watch nearly 5 billion videos online every day. Videos are no longer optional—they’re an important part of any marketing strategy. However, it can be difficult to determine whether an investment in video is worth it, especially since it tends to be expensive. When done well, video can be an effective tool for converting leads. Done wrong, it’s a waste of money.

If you’re embarking on a video project and you’re not sure where to begin, start with these basic dos and don’ts to get the most value out of your investment:

Do keep it brief
Even though videos are wildly popular, people aren’t willing to watch them for more than a few minutes at most. Condense and simplify your message as much as possible. When you’re in the storyboarding process, keep in mind that there are a billion other things that your viewers can click on and it takes mere seconds to lose interest. It’s crucial that you get the most important point across almost immediately.

Don’t be a talking head
Videos can and should be engaging and dynamic. Don’t waste an opportunity by sitting behind a desk and talking at the camera. Think about how you can show your firm in a creative way, whether that’s through humor, interesting camera shots or an emotional connection. If you must talk to the camera, try standing up or walking around to create some action.

Don’t skip the fundamentals
No matter how well-thought-out your story is, if your video quality is low it will undermine your message. Good lighting and sound are key. If you’re making a video in house, you don’t have to spend a fortune on professional equipment, but you should do a test run to make sure that the lighting is good and the sound is clear. If you’re working with an agency, check their portfolio before you hire them and ask to see footage in the editing stage, before you’re surprised with a sub-par video.

Do keep it lighthearted
Video is a fun, creative medium, so tell a story to match. People hire people, not robots or slick salespeople, and younger generations especially are skeptical of any overt advertising. Formality does not come across well online, so ditch the self-promotion and allow your firm to show a bit of its fun side.

Do share videos with decision makers
According to Forbes, 65% of senior executives say that watching a video prompted them to visit a vendor website. Well-done videos can be very persuasive—in fact, many professionals say they prefer watching a video to reading. Get your video in front of the people who need to see it by any means necessary, whether that means boosting it on social media, adding a link to your email signature or bringing it on the road to conferences and speaking engagements.

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