Miami Video Production
How South Florida Attorneys and law firms can use online video marketing to help the public & build their law practices
Capture the Life of your LAW Business
One of the most compelling ways to convert website visitors to leads is with online videos. Before visitors pick up the phone to call, they want information on you and your law firm. Informative professional videos can help.
BONOMOTION specializes in creating CORPORATE VIDEOS, CLIENT TESTIMONIALS, DEPOSITION VIDEOS and INSURANCE CLAIM DOCUMENTATION VIDEOS. Our clients include some of the top law firms in South Florida, such as HOLLAND & KNIGHT and STEARNS, WEAVER, MILLER.
Video is an effective mechanism to communicate you and your firm’s personality with potential clients.
If done right, you can build a relationship and create trust with your potential client’s before they even meet you. As some Florida attorneys have a bad reputation among the general public, video production allows you to establish a trustworthy, transparent and authentic voice. You can’t accomplish this with any other form of attorney advertising.
In past years, attorney’s marketed themselves using Yellow Pages, TV commercial spots, classified ads, brochures, radio and billboards – local online marketing has triumphed all of this. The Internet has given attorneys the ability to be seen as professional, receive referrals and keep clients coming. Attorneys get to do this by using what they are good at – their skills of personal engagement. It’s the forward-thinking attorney’s though that are adopting the most powerful online marketing tool – video services.
VIDEO MARKETING TIPS FOR FLORIDA ATTORNEYS
Always Offer Useful, Honest Information
There is a recurring theme when it comes to attorney video – most have poor content, they don’t provide useful information and most importantly they don’t understand what their online viewer is looking for.
Why would anyone look for a law firm online anyway? Often times they don’t know an attorney and they don’t know someone who can refer them either. They would rather search online to see if someone can help solve their legal problems. The people that are going online to watch an attorney video are doing so because they have a problem and they are looking for someone to solve it.
How can you be the one that resonates with them? In the first place, the viewer has to be able to find the video, be interested enough to play it and watch it in full and lastly, they have to be so compelled that they call for more information. Let’s review each.
Searchers must find your video.
Even if your video production is technically perfect, if nobody can find it, you’ve wasted a lot of time. You need to optimize your video for search engines – this should be done with compelling, relevant titles, descriptions and keywords that make sense for your business and what your customer is looking for.
Just because a searcher is able to find your video doesn’t mean they will watch it. Unless you have a relevant headline and description, nobody will click on your legal video. The only people interested in watching your law firm video are those seeking an information source or those who have a legal problem and are searching for an attorney to solve their particular problem. The type of videos you are creating shouldn’t be expected to go viral as they don’t fit the pattern
for widespread viewing. A video doesn’t need to go viral in order to be watched and in order to meet your objectives. That being said, a legal video that is unwatched translates into wasted marketing dollars .
This is where your analytics come in. It’s important to evaluate so you can know what you are doing right and more importantly, what you are doing wrong. If nobody is watching your video until the end it is probably not compelling enough and you should consider starting fresh.
It’s unfortunately thought that attorney’s talk too much and don’t listen enough. This is not how you want to come across in your video or you may lose your viewer forever. Although Miami attorneys talk and give advice for a living, the video producer should guide and control the attorney to ensure the right message gets across. It takes an experienced video producer to know what a targeted online viewer is looking for and how to get the attorney to convey a message that will resonate with that audience.
If you are an attorney offering your services and you are using legal video to market those services, it is highly suggested that you don’t focus the video on yourself. A viewer who takes the time to search for an attorney and doesn’t know you is looking for someone to help solve their problem. If you talk about yourself too much, you are giving them reason to look elsewhere. The only way to get a viewer to take action (pick up the phone and call) is to create a compelling video that helps solve your viewers’ problem. Without giving any legal advice, explain how you can solve their problem and offer information that nobody else in your field is providing online. Give the information for free and viewers will be compelled to call you for more information.
How Attorney Gordon P. Firemark Successfully Integrated Video into his Marketing Mix
Attorney Gordon P. Firemark is one of the most active attorney’s online for sharing legal information and maintaining a private practice. He has created his own YouTube channel, Entertainment Law Information, which features questions and answers from his audience, on
video. While his ‘asked and answered’ venture started off as a column on his blog, he soon moved to video and received incredibly positive feedback and results. In doing so, he has managed to position himself as a thought leader and is continuously increasing traffic to his website, where viewers are able to find more information about him and his practice. He uses a very honest approach which translates very well in his videos – this positions him as trustworthy and authentic, two very important factors in his field.
Other tactics he has implemented:
Social Media for Attorney’s –
• His own Vimeo channel with free copies of his videos
• His own blog, which features his videos as he creates them
• A weekly e-Newsletter on Entertainment Law. Not only does he send out his videos, he also provides news legal updates and events for professionals in film, television, theatre and new media.
• Digital book, The Podcast, Blog & New Media Producer’s Legal Survival Guide
• Facebook, Twitter and LinkedIn pages, where he provides news and information in his field as well as his videos as he creates them
Video Marketing is the future of attorney success
With its ability to engage, convert and build lasting relationships, video marketing is going to change the way attorneys build relationships and garner new business. Many customers rely upon video as a source of information. For attorneys to find longevity in their video marketing strategies they need to stimulate their viewers with engaging content that is helpful and relevant. If you`re not already communicating your story via online video, you are missing out on an opportunity to improve your online visibility, talk to potential clients, generate leads, earn credibility, increase consumer confidence and drive new business.
In past years, attorney’s marketed themselves using Yellow Pages, TV, classified ads, brochures, radio and billboards – online marketing has triumphed all of this.
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