Video Marketing for Law Firms

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Video Marketing for Law Firms

It's a constant struggle for law firms to be on the first page of the top search engines. It is very competitive simply because the payoff is so high. A single client for a law firm can bring in anywhere from thousands to millions of dollars. So to have your law firm show up on the first page on Google with a specific practice are search term such as "San Francisco Divorce Lawyers" is highly desirable.

Recently more and more law firms are playing short videos on their websites. This appears to have a big impact on placement, since search engines now value videos much more than a few years ago. Besides, videos now are of a much higher quality than before.

People watch more TV and videos than any other news/entertainment media. People react to videos, it becomes a person to person interaction. The most successful lawyer videos are educational in nature, not trying to pitch the firm. People come to attorney websites because they have a problem they need solved. They want to know how to fix it. They need answers. Why not give it to them in a personal message? For example, let's say you are a tax lawyer. A person in trouble with the IRS looks up to find a tax lawyer in his or her city. Your site comes up with a video titled: "What To Do If The IRS Has Garnished Your Income". That's valuable. The visitor will view the video, and get some answers. Of course, the secret in all personal service marketing is to give away 80% of what you know and charge a lot for the rest.

Videos can be uploaded to YouTube, or any other video hosting service. It is important that you use the right keywords and title. Be specific. It's easier to get a top listing on a longer search phrase than a generic one. "Buffalo Lawyer" won't work. "Buffalo Lawyer Explaining How To Apply For Medicaid" will. The best way to put a video on your website is to have the video file reside directly on the server where the website files are. And indexed properly. Most web geeks can do this.

When having a video produced, try to use a professional service. Watch out for the background, sitting at your desk is fine unless it is in front of the window. Using a script is ok if you can be natural reading it. However, the best videos are the ones where you just talk like you would if a client sits right in front of you. Remember - make it personal. You are selling your services, and the viewer will know this so it's ok to have a sales pitch. People are looking for help. They have a problem. You need to show the potential client that you understand their issues, and you can help. Use (but subtly) the 'old "Find The Hurt - Stir It Up - Make It So You Are The one To Fix It" emotional sales pitch.

Finally you want to submit your video to video directory, preferably lawyer-specific sites.

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Facebook Vs. YouTube for Video: Why it is unfair to compare them

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Facebook Vs. YouTube for Video: Why it is unfair to compare them

YouTube and Facebook advocates alike have been up in arms over a recent study declaring that Facebook should now be considered the superior platform for acquiring video views. The problem with the study is that it compares apples to oranges, and that's a problem.

The report analyzed 180,000 videos across 20,000 Facebook pages and asserted that content marketers were uploading videos directly to Facebook at the expense of YouTube. But do we know which marketers, and what videos? Presumably, millions of content creators will pounce on this new 'data' and begin uploading their videos to Facebook without much concern for metrics that matter like ad revenue, sales, comments, and other KPIs.

Facebook vs YouTube: Are Views an Indicator of Success?

Let’s say a user watches a video but takes no action. Is that a success? Similarly, let’s say only four people see your video and one of them spends $5,000. Is that a success? While video views may provide some insight into how many times a video is “seen,” YouTube and Facebook measure views very differently.

YouTube only counts a view if the viewer clicks 'play'. But Facebook will count a video as being 'viewed' if it plays for more than 3 seconds. With Facebook's video auto-play feature, viewers will activate a video play in their news feed just by scrolling. If they take their time scrolling then Facebook will count that video as being viewed, even though the Facebook user didn't engage with it in any way. The Videorize team has covered the topic of skewed video view data on Facebook before, and it's important to keep the auto-play feature in mind when the subject of Facebook and video comes up.

Comparing Facebook to YouTube: Brand Activity

Obviously a brand that is inactive on YouTube but active on Facebook will capture more views. But, since the study in question doesn’t reveal which brands they surveyed, we don’t know if those brands even have YouTube accounts so it makes it even harder to compare success on both sites! To accurately compare like with like, we'd need to know how active brands were on YouTube, and what their level of viewer engagement was. If it was low (for whatever reason) than it makes some sense that they would shy away from uploading a video on YouTube if their YouTube audience is non-responsive or uncommitted to the brand. Here’s why that matters.

If Brand A has a Facebook audience of 50,000 fans and a YouTube audience of 10,000 subscribers - are they even incentivized to use YouTube? It’s like comparing the amount of automobiles in a small California town to the amount of cars in Amsterdam (a town with roads too small for most vehicles). Of course the brand would upload to Facebook because they’ve got a market on Facebook with an active fanbase. The brand can also use Facebook ads and promoted posts to squeeze out more views which might lead to more shares.

Now consider Brand B who is active on YouTube, has an e-commerce blog, and drives 6-figure revenue without an active Facebook page. Brands like these were not considered for the survey despite their active use of video and successful engagement with subscribers and SEO. The survey therefore tells us very little about video marketing and more about whom the researchers studied - brands with Facebook audiences. A more valid study would have looked at brands with active YouTube and Facebook accounts demonstrating a clear video marketing strategy and active subscriber/fans.

Facebook Video vs YouTube: Brand Commercial Intent

The three main principles of video marketing are: Platform, People, and Purpose. The purpose principle is incredibly important to the details of this study because brands operate differently to businesses. If the purpose of your video is to simply “get views” then Facebook provides a decent platform if you have a Facebook audience and you are paying to reach them, and you’re OK with a “view” being a person who auto-plays the video but may never actually watch it.

If your video has commercial intent beyond a “view,” then Facebook’s only value for you is through the paid ads platform. Brands and businesses that want their videos to drive engagement, sales, or web traffic are far better served with YouTube’s features. These include annotations that allow users to click through to buy pages, or opt-in forms, and direct access to data via Google Analytics. YouTube is clearly the better option for brands with subscribers, SEO-ability, and embed or sharing partners.

Facebook vs YouTube: Organic vs Paid Views

YouTube’s algorithm allows for organic growth equally across all properly optimized videos whether they are business channels or video bogging channels. Facebook on the other hand restricts organic News Feed visibility of videos posted by business pages.

Because the study didn't release the data to support the amount of paid views vs. organic views on either Facebook or YouTube, we can only assume that all of the videos analyzed on Facebook had some level of paid promotion behind them. Therefore, videos that may have received marketing dollars to gain exposure were given the same status as videos on YouTube that may have had no marketing dollars behind them at all!

This report concluded that the Facebook video platform is superior to YouTube, but we really don't have enough data to make that comparison. The Facebook auto-play function really skews the view count in the platform's favor, and there are too many variables regarding each brand, their level of engagement, marketing budget and resources, and viewer intent, to truly compare activity on either platform.

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8 Video Marketing Trends for 2015

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8 Video Marketing Trends for 2015

Online video saw explosive growth in 2014. Every month, YouTube attracts more than one billion unique global viewers spending a collective six billion hours watching videos. Users upload an average of 100 hours of video every minute.

The market shows no sign of slowing. Today, an estimated 45% of internet users watch at least one video online each month. One source forecasts that by 2016, online video will make up 55% of consumer internet traffic. Another predicts that number will grow to 74% by the following year.

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Why you need a Video on your Website!

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Why you need a Video on your Website!

f you do a Google search for “why you need a video on your website” you will get pages of results indicating many reasons to add a video to your website and only a few indicating not to add that video. Megan Macedo at Twiggal.com put it like this:

“If you want to succeed online, a video is essential.”

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Sales and Pitch Videos: How to Make Your Story Compelling

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Sales and Pitch Videos: How to Make Your Story Compelling

There is no doubt that video has become the most eye-catching and compelling form of presentation on the internet today. Since the advent of YouTube in particular, videos are now being used by all types of individuals, studios, and ordinary businesses to create messages that reach viewers in large numbers. This is particularly true of the pitch video which offers a product, service or idea that must be delivered to the viewer in a compelling fashion.

However, it takes more than just speaking into a video camera to get your message across. While the distribution of video has certainly changed with the advent of the internet, telling a compelling story still relies on the old fashioned approach of having a good script, clear ideas and compelling visual images to go along with the verbal pitch.

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Why Businesses Need Video for Sales and Marketing

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Why Businesses Need Video for Sales and Marketing

When it comes to promoting your products, services and business on the internet, video is now more important than ever. Starting with the introduction of YouTube back in November, 2005, there has been an explosion of videos on the internet ever since. Thanks to advancements in technology that have greatly lowered the price of video production combined with the ease of uploading videos to YouTube and other sources, business video today is now more important than ever.

All types of videos from commercial, instructional, informative and even humorous have been created by a wide variety of companies in order to expand their customer base.

The Advantages of Business Video

There are a number of benefits for your business to expand its marketing efforts to include video. This is especially true of small businesses that are trying to separate themselves in the marketplace.

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Innovate Your B2B Marketing Strategy with Video

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Innovate Your B2B Marketing Strategy with Video

B2B marketing doesn’t have to be dull. This might be obvious, but sometimes it’s hard to keep this in mind. Marketers, they tend to focus on the product they are marketing, the value of products and services, to business leaders. While they focus on what we are marketing, they often forget how to deliver what we’re marketing.

You’ve developed the perfect product, all the specs needed to make your product unique, and you’ve got the bullet points, case studies, and graphs together. But how are you going to market your product to other businesses without sounding dull and flat? How you are going to market your product is just as important as the product you’ve developed. If you forget this vital step, all your efforts will essentially be a waste.

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Reasons Startups Need an Explainer Video

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Reasons Startups Need an Explainer Video

Entrepreneurs typically struggle in the early stages of bringing their company into the marketplace, especially when the small business owner is also managing both sales and marketing. An explainer video could be just what your startup needs to get a head start out of the gate.

Introduce people to your product - There’s no better way to quickly and effectively introduce consumers to a product than with video, especially if it’s unlike anything they’ve seen before. Using a short one to two minute animated video, startups can demonstrate how a product works in a way that viewers really understand. The fact is, you have very little time to make an impression on consumers. With a video, you are more likely to get their attention and keep it.

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Why Visuals are better for Marketing and Growing Conversions

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Why Visuals are better for Marketing and Growing Conversions

As consumers, spending a lot of time online means we’re overwhelmed with content. This also means we’re more selective about which content we choose to process and which to ignore. The average person is exposed to 175 newspapers full of information each day. Not surprisingly, the average person only remembers 20% of the information they read.

Because of the way our brain works, we are primed for visual data. Half of the human brain is dedicated to visual function and 90% of all information absorbed by the brain is visual.  So when we see a picture, we absorb most of the information presented simultaneously. But when we read information, we process these data points sequentially. This means we process text slower and therefore it tends to be less memorable.

Marketing is all about split-second decisions. When you are trying to communicate with busy decision-makers, you don’t have a lot of time to transmit the information that proves your product is worth their time.

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