law

In an article on the American Bar Association website, writer Linda Orton, President and Chief Creative Officer of Intelligent Video Solutions, asks the question: “Is Your Law Firm Ready for Its Close-up?”

She goes on to write about the value of video marketing, which she calls “a powerful medium to communicate and connect with prospective and current clients.” “If you spend your dollars wisely,” she continues, “you can use video to compete with larger firms with bigger marketing budgets.”

She advocates for putting marketing dollars toward video production, considering it a longterm and worthwhile investment.

“Although you can buy a camera and shoot your own videos, quality and content can suffer unless you know how to use lighting, locations and audio to create professional looking and sounding content. And then you must edit. Bottom line: If your video looks sloppy, people might assume the same about your firm and the services you offer,” she continues.

This could, of course, be advice given to any company, law firm or not. It’s no secret that online video is increasing in popularity year over year. One recent ComScore statistic indicates that 89 million people in the United States are going to watch 1.2 billion online videos today. How does that directly correlate to business operations and marketing spend? Borrell Associates says that “online video production will account for more than one-third of all online advertising spending within the next five years.”

For law firms, video isn’t often considered an obvious marketing choice. To that end, Orton writes: “if you consider law firms using video as “too out there,” remember that 15 years ago websites were considered by some to be a fad, a flash in the pan and an extravagance only used by large firms to impress clients. Within five years, we will likely see the majority of law firm websites with bios, firm practice area overviews or thought leadership videos.”

She ends her article with a final question, a sort of call to action: “Will you create yours now or wait for your competitors to take the lead?”

In her view, it’s only a matter of time before video does become an obvious marketing choice within the law industry. And there are statistics that indicate this type of shift is already taking place. In another of our recent blog posts, we cited some numbers to back that up:

  • 73 percent of consumers want a feel for a lawyer’s personality before contacting the firm. And more than any other medium, video engages viewers.
  • According to the research, consumers typically visit an average of almost 5 websites (4.8) before choosing an attorney online. That number decreases to 1.8, however, when those sites contain video.
  • An estimated 100,000 law firms have launched video channels for marketing purposes on YouTube.

What do you think? Let us know in the comments.

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EmilyWilsonEmily Wilson is a writer and editor from Long Beach, California. She earned a B.A. in English at Chapman University and an M.A. in online journalism at the University of Southern California. She’s done writing and/or digital marketing for The Port of Long Beach, Entertainment Technology Center, Anthem Magazine, Instituto Fazer Acontecer, and others. She now works as Managing Editor of Content at Magnet Media and eats an awful lot of NYC pizza.