Video can be a great marketing tool for lawyers, but it is also a medium that it very easy to use incorrectly. Consider these things when creating a marketing video for your practice:
- Don’t make a video just because everyone else is doing it. Marketing strategies should be well thought out and wide-reaching. Make sure that a video makes sense for YOUR practice – who do you want to see it? How will they find it? Are your clients actually people who are reached through this medium? If most of your clients are older people working on estate plans, they might not be looking to YouTube to find a lawyer.
- Familiarize yourself with what it takes to make a high-quality video. Given the prevalence today of camera phones, editing software, and prosumer equipment, it may seem that video production is an easy thing. It isn’t. While everyone can whip out their phone and have something posted to Facebook in seconds, well produced video is still an involved and potentially expensive process. If you are making a video, you want it to reflect the professionalism of your practice. Don’t just ask the neighbor’s kid who has a camera to do it. Hire a professional.
- If you do decide to create a marketing video, think through what you want to say and how you want to say it. There are many ways to convey information in a video, and each will have different requirements and costs. Do you want images with a voiceover? Documentary-style interviews of the people in your practice? Hired actors to play a role? Think about location, script, music, look and feel.
- Rely on and trust your specialists. You are the expert at law. You are not an expert on camera angles. Know what you want, but let the people you hire guide you towards the best product they can make. Your production company wants to be proud of their work, and they will have insight from experience that you will not have.
- Know what you want to do with the video before you create it. It is a huge waste of time and resources – yours and your production company’s – to go to the bother of creating a product with an unknown use. Make sure the video fits into a larger plan for marketing your practice.