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Your Practice Needs Online Video Content. Here's Why

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By Casey C. Sullivan, Esq. on August 24, 2015 11:58 AM

You're a master of Internet marketing. You've got your Google keywording down. Your law firm's website is mobile friendly. You're on Twitter, Facebook, Pinterest. You even have an app! But if you don't have video, you might not have all your bases covered.

Online video should be an essential part of your lawyer marketing strategy. It's a great way to reach consumers, develop trust, and build your brand. It's also not all that difficult to create. So get ready for your close-ups, attorneys, you're about to become Internet video stars.

Reaching Consumers Through Video

There's a massive market for online video information. Sure, most Internet information is written, but video is playing an ever-growing role on the web. The average American watches a full hour of online video every day. YouTube is the world's second largest search platform. More people look for information on YouTube than Bing, Ask.com, and Yahoo! combined.

Sure, some of that information is weird. Millions of hours are spent watching disembodied hands open children's toys, for example. But a lot off that information is substantive and valuable, covering everything from how to create a will to how to negotiate rates with your attorney. Adding your voice -- and face -- to the conversation is a great way to reach the millions of consumers who look for legal advice in video form.

Building Trust While Building Your Brand

Consumers want to connect to lawyers on a personal level. Integrating video into your website is an effective way to accomplish that. Instead of the typical professional picture sitting next to your attorney bio, consider embedding an online video, something which introduces you and your practice to your clients.

Video bios are also great for reinforcing your brand messaging. Are you a hip, millennial-focused practitioner, ready to help the youth set up their own companies? Are you a scrappy "we'll fight for you!" personal injury attorney? A compassionate family law practice? An online video can help you convey your brand better than any simple tagline on your website.

What to Record and How

You don't need to bring in the Screen Actors Guild in order to produce decent online video content, but you'll still want to make sure that your videos don't come out looking amateurish. You'll need professional-grade video equipment, lighting, and editing. You can purchase or rent these, or simply hire someone to do the work for you.

When it comes to thinking up what to record, keep your audience in mind. What sort of information would they need to know? Blog style updates and listicles can be helpful, as well as simple introductions to basic legal concepts and services. If you're producing video bios, keep the emphasis on building and reinforcing your lawyer persona. Soon you could be watching the video hits -- and new clients -- come streaming in.

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