We have all been there; we click on one simple, harmless YouTube video only to lead us down the black hole of hysterical kids, cute cats and obscure how to videos. I myself have been subject to this ridiculous madness. I lay in bed asking myself “Why am I watching some lady attempt to eat cinnamon?” only to follow up with “Just one more!”
The expansion of social media sites and technology has created an interesting culture, positioning the general population as journalist and content creators. Essentially the human race has evolved into mini media companies. Unfortunately, most law firms and local businesses with substantial marketing resources have not adapted to the age of video marketing. Here is why I personally believe most local businesses, including law firms will never succeed at video marketing.
PERSPECTIVE: Most companies are used to hearing large and ridiculous numbers when it comes to their traditional media buy and its results. If you spend X $ you will get X thousand impressions. It’s no surprise that when they look at their YouTube video view count, they are extremely disappointed to see that it only has a few dozen views. The reality is that you can spend hundreds or thousands of dollars on a single TV spot that doesn’t hit a single person that can use your services. This immediately becomes a sunk cost with zero return on investment. When you post a video on YouTube you are creating content for Google to serve directly to individuals looking for your expertise (when done right). Here is something else to think about, that video lives forever. As long as YouTube and your company exist, people will have access to that content.
CONSISTENCY: To be effective when it comes to video marketing, consistency is the key. The more real-estate you own on the web with valuable content, the better chance you have at building credibility and trust with your target audience. It is like a never ending game of Monopoly. Your goal is to own as much valuable real-estate online as possible.
INVESTMENT: I absolutely believe in developing a process to create content consistently and in real-time. How valuable would it have been to be able to create a video as soon as you first heard about the BP oil spill? In order to do this efficiently, it is necessary to have an in-house studio. Shooting, editing and distributing these videos takes resources and money; that being said, the advancement of technology has resulted in a cost effective solution to developing an in-house studio.
Change is a scary thing for most people. It is perceived as a risk, but in most cases it is a greater risk not to adapt and change. When it comes to changes in the law you are forced to adapt in order to give your clients the best representation possible. Why wouldn’t you take the same approach when it comes to marketing your practice? I sincerely believe that the early adopters will dominate their market by embracing video marketing. Are you adapting accordingly?
About Michael J. Swanson
