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is playing an increasingly significant role in the marketing and communication strategies of professional services firms, offering a powerful means of engaging with clients and staff. Here we look at the benefits of producing your own video content
and some key points to consider when doing so.
Several factors have increased the profile of video as an internet marketing tool, with perhaps the most important being the rapid growth of the video-sharing site YouTube. The site celebrated its 10th birthday earlier this year and now boasts
over 1 billion users. It is also now reckoned to be the second largest search engine, processing more than 3 billion searches a month.
If you are thinking about using video, and you should be, then the following points will help you to develop your approach:
First you should decide what you are trying to achieve through your video. Will you be trying to highlight the benefits of using your firm generally, promote a recent success or showcase the expertise of a particularly well-regarded practitioner? You
should also consider who the intended audience is and the message that you want to convey. Some careful planning at this stage will increase the effectiveness of your activity.
Preparing in advance will mean that you can make more efficient use of your time, which can also save you money if you are booking studio time or hiring professional crew. Preparing draft bullet points for your participants to talk around will give a
more spontaneous or natural feel but you may want to script things more tightly if your presenters are less confident about appearing in front of the camera.
This will boil down to either using a dedicated studio, or filming on location. The studio’s main benefit is that it offers a controlled environment so, if you opt for the latter, then you will need to plan ahead to ensure that lighting and sound
conditions are going to be suitable. In either case, the use of green screen technology can enable you to introduce bespoke backdrops to increase visual interest or reinforce your firm’s branding.
Finally, whilst it’s true that anyone with a smartphone or laptop can now make a video, this doesn’t mean that they should. A badly produced video - with low audio quality, poor lighting and confused editing – will reflect badly on your
firm. As a rough guide, a two to three minute video can be produced from around £1,500 and this relatively low investment is likely to be repaid many times over by the quality of the results.
As well as adding video content to your website, adding a “now watch” suggestion at the end of relevant blog posts in your archive is a good way of driving watches and engagement. Promote your video via Twitter and other social platforms.
More and more content is consumed via mobile devices so ensure all your channels are optimized for on-the-go watching.
Whilst previously regarded as somewhere you could experience the guilty pleasures of watching skateboarding dogs or piano-playing cats, the sheer size of its reach now makes YouTube a credible forum for businesses communication with a number of leading
law firms – including Irwin Mitchell, Thomas Eggar and Winn Solicitors - now operating their own channels.
If you are considering using video to promote your firm, why not come along to LexisNexis studio open day between 10:00 and 17:00 on Thursday 23 July to learn more about your options? Email email@example.com
to arrange a visit. Alternatively you can find more information about our services here.
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