YouTube has become the second most commonly used search engine online. If your law firm does not have current, fresh video content available on YouTube, you are missing out on millions of searches each day. If you need more convincing, I will showcase for you below the “who, what, when, where, why, and how” of law firm video marketing.
Who should be in your law firm video?
Your law firm videos should include lawyers from your firm and testimonials from clients and/or others. If you have a solo or small practice, you will be the featured “talking head” of your firm in online video. If you are part of a larger firm, I recommend shooting for diversity within your video subjects. You should include racial, gender, age, and ethnic diversity whenever possible amongst your lawyers so that you relate to a broader audience online.
Video subjects should dress appropriately, wearing something without a pattern, and colors that are not too bright. If the majority of your video will be shot in one sitting (as it often is with busy lawyers), you should consider having professional hair and makeup present throughout the day to keep the video subjects from being shiny and to touch up on the set.
What should your firm shoot video about?
When I shoot law firm video (I generally direct at least two shoots per month), I prepare a script in advance based upon the firm’s flagship website site map and Google analytics search data. From the site map, I can write questions to help elicit sound bites that match the navigation structure and content of the law firm’s website. From the analytics data, I can write questions to answer the questions posed by most commonly searched terms that draw traffic to a law firm website.
The main video on a website homepage should not last longer than two to three minutes, at the most. The practice area specific interior page videos should last 60-90 seconds. You should lead in with slides including the firm logo and/or contact details and if possible break up the talking head content with photos, animation, or slides with relevant data points. Always be sure to use “supers” to announce who is speaking and what their position is, along with the law firm name (in the law firm’s logo colors of course).
When should your firm create new video content?
A law firm can create all of its video content at once, but should not then upload it all at once. Google and thus YouTube like fresh content each month. If you can stockpile several short clips, and push them out a few at a time each month, you will have great success.
When you optimize your video content online, be sure to include your law firm address, phone number, and a link to website in description so that searchers can find you easily.
Where should the video shoot take place?
I prefer video shoots in an environmental context versus a green screen shoot. This means that I prefer to bring my crew on location to shoot you in your office, at a courthouse, at a facility we rent that I have scouted, or elsewhere. A green screen shoot allows for diversity of inserted backdrop, but I tend to find it gimmicky and do not favor law firm video where the lawyer pops up out of nowhere and walks across the website talking.
Why does your firm need video content online?
Your law firm needs video online to humanize your brand, to tell your story in your own words, and to provide digital content for the search engines to gobble up. Over 800 million unique users visit YouTube each month, 500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute.
How should your law firm distribution video online?
Videos can be posted to a variety of online video distribution channels, including YouTube, Flickr, OneLoad, StartCut, Hey!Spread, Vimeo, Metacafe, Daily Motion, Viddler, and more. The list of potential online video distribution channels is seemingly endless as new methods pop up almost daily. Be sure to upload and/or include the text of the video (transcription) in the “about” sections when uploading and optimizing your firm’s videos. The text provides additional Google “juice,” and can help people with impaired hearing follow along to your videos.
Contact Stacey E. Burke, P.C. for your law firm video needs
Stacey Burke and her team have been directing and shooting law firm video for many years. If you are looking to add personality and flavor to your website, and to gain additional traction from the search engines, video incorporation can help. If you have no law firm video content, now is the time! Video marketing has quickly become crucial to online marketing success, rather than optional. You can connect with Stacey on Google +, LinkedIn, and Twitter. Contact us today.