In today’s video, America’s Top Trial Attorney, William Ricigliano of Ricigliano & Filopei, and his business partner, Michael Sorrentino of Nationwide Legal Video Services, is interviewed by Mr. Swanson about how to incorporate video into your case strategy, and how that can improve your law practice.

In part two of author and educator Mr. Swanson’s interview with America’s Top Trial Attorney, William Ricigliano of Ricigliano & Filopei, and his business partner, Michael Sorrentino of Nationwide Legal Video Services, they discuss different unique ways to use video marketing at your law firm.

By Justin Holderness

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?

by Gerry Oginski, Esq.

(1) “Objection! I Direct You NOT to Answer That Question.”

That’s the title of one of my videos. Why would I create a video with such a pointed question?

Here’s another video title...

(2) “Surveillance video backfired. New York medical malpractice attorney explains.”

Who is that video title for?

Here's another laser focused video title...

(3) “Why would I discontinue a case against two gynecologists in a failure to diagnose breast cancer case?”

Again, why would I create such pointed and specific titles for videos? Would you like to learn the answer? Come join me as I share with you this great information.

If you are going to take the time, energy and resources to create great educational video, you must have a clear and concise video marketing strategy before ever pressing the record button.

Do not think for a moment that you can take your iPhone, android device, or iPad or video camera and start shooting a quick and dirty video and expect that viewers will flock to watch your video.

PLANNING AND STRATEGIZING IS CRITICAL

The most important part of creating great video involves the planning phase. During your planning you need to map out a clear video marketing strategy.

If you fail to have a clear and concise video marketing strategy your ideal clients will never find you online and here’s SEVEN REASONS why:

1. Your videos will not be found by Google or YouTube. YouTube is the 2nd largest search engine in the world directly behind Google. (Who owns YouTube? Google).
2. Even if your video somehow comes up in a search results page, your ideal client will likely overlook the title of your video and move elsewhere.
3. A viewer who presses the play button on your video will quickly recognize that you do not have great information for him and he will leave quickly.
4. Simply providing rambling content will force your viewer to watch someone else’s video.
5. Most attorney videos lack a strategy to get viewers to pick up the phone and call.
6. You may think you have great content to offer your ideal clients, but if you don’t really know what content your viewers want, you are spinning your wheels and missing great opportunities.
7. If your strategy is to be all professional and use big legal words, your ideal consumers who are searching for you online will eagerly look elsewhere for someone they can relate to.

BONUS

IF YOU DON’T HAVE VIDEO YET, YOU ARE INTENTIONALLY IGNORING THE SECOND LARGEST SEARCH ENGINE IN THE WORLD.

HOW DO YOU GET SOMEONE TO TRUST YOU IN 3 MINUTES?

Remember, as attorneys we have a very large hurdle to overcome when we market ourselves both online and offline. Our ideal clients who do not know us are searching for an attorney to help solve their legal problem. The obstacle is that new clients who don’t know us typically do not trust us.

That’s a fact.

So how is it possible I am able to generate trust and expertise without ever talking about my credentials or selling myself in this video?

The answer is with a clear and concise video marketing strategy.

In the first headline, who is that video for?

In the second headline, who is that content for?

Importantly, what do you think I’m discussing in each of those videos directed to those specific potential viewers?

Want to see what I’m talking about?

Take a look at this video... the embed code is: <iframe width="640" height="360" src="//www.youtube.com/embed/n-7E2nKRmqs?rel=0" frameborder="0" allowfullscreen></iframe>

The url for the video is: https://www.youtube.com/watch?v=n-7E2nKRmqs.

A FINAL THOUGHT

You must have a clear and concise video marketing strategy when using video to market your law firm. Failure to do that will result in you scratching your head wondering why no one is watching your videos.

Gerry is a practicing NY Medical Malpractice & Personal Injury Attorney in one of the most competitive markets in the Country.

He is the author of “Secrets of Lawyer Video Marketing in the Age of YouTube,” and lectures to thousands of lawyers across the country each year, has written hundreds of articles on video marketing for attorneys and is considered the leading authority on video marketing for lawyers.

He has personally created over 1350 educational videos to teach his potential clients how cases involving medical malpractice & accidents work and is the Founder of the Lawyers Video Studio, where he has helped lawyers across the United States create over 3500 videos to market their law firms.

Gerry has used video marketing to generate settlements of over $8.6 million dollars for his own solo practice.

Connect:

In today's video, Michael J. Swanson interviews attorney and CPA, Joseph Fournier about the many ways lawyers can add value to their firms.

Gerry is a practicing NY Medical Malpractice & Personal Injury Attorney in one of the most competitive markets in the Country.

He is the author of “Secrets of Lawyer Video Marketing in the Age of YouTube,” and lectures to thousands of lawyers across the country each year, has written hundreds of articles on video marketing for attorneys and is considered the leading authority on video marketing for lawyers.

He has personally created over 1350 educational videos to teach his potential clients how cases involving medical malpractice & accidents work and is the Founder of the Lawyers Video Studio, where he has helped lawyers across the United States create over 3500 videos to market their law firms.

Gerry has used video marketing to generate settlements of over $8.6 million dollars for his own solo practice.

In today's video, Attorney Matthew Wright of Wright Law PLC is interviewed by Mr. Swanson, author and educator. Attorney Wright of Franklin, TN shares tips on prosecuting truck accident cases.

In today’s video, Attorney Sean Claggett of Claggett & Sykes Law Firm sits down with author and educator, Michael J. Swanson to discuss the importance of investing properly in your cases.

John K. Zaid of John K. Zaid & Associates has used a paperless system since the start of his law firm over 17 years ago. In today's video, Micheal J. Swanson interviews Attorney Zaid about his experience with going paperless. Check it out for some helpful tips.

In today's video, Attorney John K. Zaid of John K. Zaid & Associates shares with Author and Educator, Michael J. Swanson how he used networking to grow his law firm from a solo practice to a firm with over 50 employees.

In today’s video, you’ll meet America’s Top Trial Lawyer Genie Harrison of Genie Harrison Law Firm in Los Angeles, California. Mr. Swanson interviews her about tracking emotional damages and her new app that will help attorneys do so.

Statelawtv.com is an excellent website for learning more about some of the important issues facing trial lawyers and the citizens they serve.

I recently spoke to StateLawTV.com president, Cindy Speaker, to explain how quickly they can react to current events and produce quality video content that can be deployed for a variety of purposes. You can learn more at Statelawtv.com or by visiting their Youtube channel.

In today's video, Attorney Ryan McKeen of Connecticut Trial Firm sits down with Author & Educator, Michael J. Swanson, to talk about the book he wrote with four other attorneys, Jay Ruane, Billie Tarascio, William Umansky, and Theresa DeGray called Tiger Tactics: Powerful Strategies for Winning Law Firms, which is a book that discusses law practice management strategies.

I recently discovered a very informative article called “iPad Apps for Lawyers” published by this group which pares down the somewhat exhaustive list of apps to about 50 that are really useful to trial lawyers.  To review the entire list categorized by function, click here.

While visiting their site, I also learned a lot about their app called JuryPad.

What an amazing tool at a very reasonable price ($19.99 for the iTunes download).  Watch the short promotional video for all the features and tools to assist not only with voir dire but mapping of jury pools, demographics, statistics and trial results.

Donna A. Jones
Senior Vice President

Some of you may have heard about the new publication available for the iPad called Law Firm Marketing.  If you have not, I suggest you check it out. It was launched in October of 2012. It is the legal industry’s first interactive, digital magazine and it’s now available for free! It is designed to help you learn the best marketing practices from other successful lawyers as well as some of today’s top legal marketing experts. You can get the latest issue free by subscribing on iTunes or downloading the app by clicking here. Since the magazine is digital, it makes use of video interviews, hyperlinks and other interactive content. You can download the magazine in several different languages as well.

If you do not have an iPad, don’t worry! You can view the recent video interviews feature in the magazine on The Law Firm Marketing Magazine YouTube channel.

In the very first issue, the magazine featured Gerry Spence.  Spence is widely known as one of the best trial lawyers of all time, which is why he was an easy pick to be featured in the first edition of the magazine.  Spence founded the Trial Lawyers College in 1994 and has an amazing record of accomplishments with zero criminal cases lost. Also featured so far in the magazine is current American Association for Justice President, Mary Alice McLarty and well-known marketing guru, Jay Abraham.

Cindy Speaker is the CEO of Speaker Media and Marketing and the developer behind the Law Firm Marketing Magazine. She is known as “The secret weapon of personal injury lawyers and trial attorneys throughout the U.S.” It is no wonder attorneys across the country run to Cindy for marketing advice, she has an extensive list of successful clients as well as a published documentary, “Well of Dreams”. She believes this magazine will help law firms stay on top of an ever-changing marketing landscape.

If you are a trial lawyer (or are involved in law firm marketing) you should download your own copy of Law Firm Marketing right now!

Tina Burns
Vice President