Why Web Video?
A: Because most visitors to your website call one of your competitors
Your Best Self, Professional and Polished
In contrast to the stark text and static images common to most attorney
websites, video stands out as a warm, friendly and engaging medium that
builds trust and establishes an emotional connection that reduces
consumer intimidation. The sight, sound and dynamic movement unique to
video grabs and holds your viewer’s attention and embeds your
message—this enables your first impression to stick and resonate. Just
consider these video marketing measures of effectiveness:
- 80% of video ad viewers can recall the ad message (Online Publishers Association)
- 58% of consumers visiting attorney websites say they are more likely to contact a firm that has video on their site (FindLaw)
- 47% of video ad viewers convert to a website visit (Kelsey Group)
Video Provides Polished Authenticity
When
done well, edited video communicates your competence, trustworthiness,
empathy and approachability—your professional authenticity. While these
marketing messages form the core of professional service marketing,
traditional website text and images are poorly suited to convey the
most important part of your practice—who you are. Video gets it right
and enables you to choose your best side to show while staying true to
who you really are.
Video Creates a Professional Connection
Your
website and your paid search campaigns are designed to speak to many,
but video done right results in a personal one-to-one connection
between the attorney and the viewer—enabling the viewer to sense your
true personality and character. According to FindLaw, 73% of consumers
are seeking just this information to inform their attorney selection
decision. Why not extend the benefits of that first face-to-face
consultation out to your prospects and allow your natural personality,
empathy and competence to work for you?
Video Works Across the Purchase Funnel
The
Online Publisher Association confirms your personal experience—the
Internet is the most important source of information for most consumers
at every stage of the purchasing process, from awareness and education
through to comparison shopping and final purchasing. While only you can
confirm a new client during your initial consultation, online video
works in every stage of your lead generation process.
Awareness with Related Content
Product
brands have used display advertising since the beginning of the
Internet to reach new consumers and reinforce their brand message. With
video, now you too can build awareness of your firm by displaying
yourself adjacent to publisher’s legal issue-related content while
leveraging your association with strong local media brands to build
your firm’s credibility.
Education using the Search Engines
You are already using SEO
and paid search campaigns to drive traffic to your website. But what if
you could have twenty, thirty, even fifty unique ‘mini-sites’ each
optimized for a single long tail search? Use video to attract quality
traffic through long tail search results by deploying highly relevant
video content.
Shopping on your Website
FindLaw
says that 60% fewer websites are visited by the average consumer before
choosing an attorney when website video is added, while page views,
visit time and new contacts submitted all increase. Use video to
improve your site’s ‘stickiness’ by using compelling video content to
drive visitor engagement.
Your Best Prospects Are Watching
You’ve
already know that online video is popular—after all, over half of all
Americans have watched an online video, resulting in 14 billion video
views in the month of December, 2008 alone (ComScore and eMarketer).
But did you know that 59% of online video viewers are age 35 or older
(Nielson), with a gender split nearly identical to television viewers
(eMarketer)? Even YouTube, long perceived as a “video site for kids,”
offers an audience that includes 46% of the viewers with an income
greater than $75,000 and where 45% hold a higher education degree
(YouTube).
Video Marketing is the New Yellow Pages
While
Yellow Pages print advertising is now declining at 40% per year
(Borrell & Associates) as everyone moves their source of
professional service provider research to the Internet, online video
advertising spending is expected to grow 22% in 2009—and that is after
taking into account the worst recession since the Depression—future
growth will be even higher (eMarketer). In fact, by 2012 the Kelsey
Group estimates that small and medium sized businesses (SMBs) will
devote on average over 10% of their entire marketing budget to local
online video marketing. Already, online video viewing accounts for
12.5% of all American Internet use time (ComScore), while the ABI Research
forecasts the number of video viewers will continue growing at a rate
of over 13% per year, reaching nearly a billion viewers worldwide by
2013.
Your Best Self, Professional and Polished
In contrast to the stark text and static images common to most attorney websites, video stands out as a warm, friendly and engaging medium that builds trust and establishes an emotional connection that reduces consumer intimidation. The sight, sound and dynamic movement unique to video grabs and holds your viewer’s attention and embeds your message—this enables your first impression to stick and resonate. Just consider these video marketing measures of effectiveness:
- 80% of video ad viewers can recall the ad message (Online Publishers Association)
- 58% of consumers visiting attorney websites say they are more likely to contact a firm that has video on their site (FindLaw)
- 47% of video ad viewers convert to a website visit (Kelsey Group)
Video Provides Polished Authenticity
When done well, edited video communicates your competence, trustworthiness, empathy and approachability—your professional authenticity. While these marketing messages form the core of professional service marketing, traditional website text and images are poorly suited to convey the most important part of your practice—who you are. Video gets it right and enables you to choose your best side to show while staying true to who you really are.
Video Creates a Professional Connection
Your
website and your paid search campaigns are designed to speak to many,
but video done right results in a personal one-to-one connection
between the attorney and the viewer—enabling the viewer to sense your
true personality and character. According to FindLaw, 73% of consumers
are seeking just this information to inform their attorney selection
decision. Why not extend the benefits of that first face-to-face
consultation out to your prospects and allow your natural personality,
empathy and competence to work for you?
Video Works Across the Purchase Funnel
The Online Publisher Association confirms your personal experience—the Internet is the most important source of information for most consumers at every stage of the purchasing process, from awareness and education through to comparison shopping and final purchasing. While only you can confirm a new client during your initial consultation, online video works in every stage of your lead generation process.
Awareness with Related Content
Product brands have used display advertising since the beginning of the Internet to reach new consumers and reinforce their brand message. With video, now you too can build awareness of your firm by displaying yourself adjacent to publisher’s legal issue-related content while leveraging your association with strong local media brands to build your firm’s credibility.
Education using the Search Engines
You are already using SEO and paid search campaigns to drive traffic to your website. But what if you could have twenty, thirty, even fifty unique ‘mini-sites’ each optimized for a single long tail search? Use video to attract quality traffic through long tail search results by deploying highly relevant video content.
Shopping on your Website
FindLaw says that 60% fewer websites are visited by the average consumer before choosing an attorney when website video is added, while page views, visit time and new contacts submitted all increase. Use video to improve your site’s ‘stickiness’ by using compelling video content to drive visitor engagement.
Your Best Prospects Are Watching
You’ve already know that online video is popular—after all, over half of all Americans have watched an online video, resulting in 14 billion video views in the month of December, 2008 alone (ComScore and eMarketer). But did you know that 59% of online video viewers are age 35 or older (Nielson), with a gender split nearly identical to television viewers (eMarketer)? Even YouTube, long perceived as a “video site for kids,” offers an audience that includes 46% of the viewers with an income greater than $75,000 and where 45% hold a higher education degree (YouTube).
Video Marketing is the New Yellow Pages
While Yellow Pages print advertising is now declining at 40% per year (Borrell & Associates) as everyone moves their source of professional service provider research to the Internet, online video advertising spending is expected to grow 22% in 2009—and that is after taking into account the worst recession since the Depression—future growth will be even higher (eMarketer). In fact, by 2012 the Kelsey Group estimates that small and medium sized businesses (SMBs) will devote on average over 10% of their entire marketing budget to local online video marketing. Already, online video viewing accounts for 12.5% of all American Internet use time (ComScore), while the ABI Research forecasts the number of video viewers will continue growing at a rate of over 13% per year, reaching nearly a billion viewers worldwide by 2013.
