Lou Brzezinski is a partner of the firm's Commercial Litigation and Group and practices in all areas of law pertaining to insolvency and liquidation.
Production: East End Digital
Getting Video to Work to its Most Optimal Advantage
Like a photograph, video has the unique quality advantage of the visual experience over every other medium. They say a picture speaks a thousand words. The 3-5 minute video has the power to do even more. From a strategic-creative perspective, an accounting or experience of a case or case study, a topical subject, or a narrative in the most authentic style garners optimal engagement. For viewers, notably clients, the video experience increases trust delivering on an emotive connection. Authenticity is key in its natural backdrop: showing full context and a resonating narrative that's guided - and not scripted, leads into thought leadership and a polished first impression. Keeping your audience's needs first is key. Technically, video in the digital landscape shares similar qualities and capabilities of posted content that's also portable across multiple channels: social media, organic searches (SEO), embedded video lead forms on your website and qualified leads incorporating a firm's/lawyer/practice group. One of video's best advantages is that it aligns directly with ROI engagement and action - measurable by social media metrics (i.e. Linked In or YouTube). The costs to produce can be achieved for as little as $1,000.
Corporate brand messaging is secondary in the video experience. The sharing of a story within story-telling principles demonstrates your expertise and experience of the work you do, the learnings, successes and the unexpected that came with it. Video in its entirety, embodies core values of the brand expression. Viewers relate to experiences and they relate with you. Video should not a pitch of your brand, but the narrative places the opportunity to showcase your practice specialties and niche areas, and in many cases, better so than the written word. In marketing circles, it's what considered outbound marketing for an inbound effect; engagement and reverberation.
The level and boundless opportunities extends to a whole world of ideation and high performance when used strategically. With video, call to action (also a measurement tool) often gets overlooked, therefore when planning, it's important to give specific viewers 'next steps' to learn more, download an article or whitepaper, and contact you in some way - ie. filling out a well-crafted form or providing a link to your bio.
Distinguishing yourself from others provides for an instant competitive edge.
Finally, some stats;
Video First Marketing Trend:
Video: 92%
Company-authored curated content: 66%
3rd party curated content: 60%
Web events: 64%
Slides: 64%
Infographics: 63%
n = 217 respondents
Source: Aberdeen Group
Top Marketing Initiatives of Video Users:
Lead generation/customer acquisition: 85%
Brand awareness and credibility: 80%
Thought leadership: 79%
Sales enablement: 71%
Customer interactions and retention: 65%