Video Marketing for Law Firms: How to Develop a Successful Video Campaign and Why It's Essential to the Marketing Mix

By Orton, Linda Sedloff | Strategies: The Journal of Legal Marketing, October 2010 | Go to article overview

Video Marketing for Law Firms: How to Develop a Successful Video Campaign and Why It's Essential to the Marketing Mix


Orton, Linda Sedloff, Strategies: The Journal of Legal Marketing


Most marketers know that B2B and B2C companies have been using video marketing to distinguish their business and products for quite some time. Over the last few years, video marketing has exploded and forever changed the face of online marketing and the Web experience.

However, most law firms are still in the inception stages of video creation and distribution, catching up to their clients in both the creative and technological aspects. Producing basic video content may be acceptable for a regular blog post, or for a video on YouTube showing your Summer Associates' bowling night. However, like all the marketing tactics your firm implements, a video will paint a picture of your firm, your professionals and your approach to clients. If the video looks sloppy, sounds poor or looks hastily thrown together, people may assume it is representative of your firms work. Law firms need to create video as they would any other professional marketing project, with care and intelligence.

Video can enhance traffic to a firm's website and serve as a destination. Additionally, video can be used as a marketing tool, independent of the location on which it resides. Either way, brand marketers surveyed and data analyzed from websites in Q2 2010 show continued increased investment in online video and mobile initiatives.

This article will present the following:

1. The latest statistics and research on the general video marketing industry from BrightCove and statistics for professional services use of video marketing from Muzeview Competitive Intelligence

2. A mini-primer for creating excellent video content

3. Samples of best-in-class business use of videos

4. Overview on analytics tools

Let's get started.

1. What follows is research on video from Bright-Cove & TubeMogul's Online Video and the Media Industry Quarterly Research Report for Q2 2010. Data is from 2,000 news and entertainment websites representing 3.4 billion video streams.

More than 65 percent of brand managers show that the primary focus of their online video activities is to increase awareness of the brand, followed by lead generation and then e-commerce. Nearly 60 percent said they intend to invest in online video in the next 12 months. Seventy percent said they intend to add mobile video to their marketing mix. People who find marketing video via Facebook and Twitter have the longest viewing times, (1:24 minutes), while traffic coming from Yahoo and display ads tied for the shortest times.

Video Research from Muzeview (Professional Services Firms specific)

The law firms monitored by Muzeview, which include the AmLaw100 and the 12 leading U.K. firms, are lagging behind accounting and consulting firms in their adoption of video marketing. On average, the law firm's surveyed produced slightly more than one video each in the last 19 months; whereas on average, each consulting firm has produced 10 videos and each accounting firm 13.

                    Number of     Number of Firms    Number of
                  Firms Tracked   Producing Videos    Videos

Law Firm               112               58             147
Accounting Firm        21                13             276
Consulting Firm        51                44             557
All Firms              184              115             980

                  Average Number   Average Number
                  of Videos Per    of Videos Per
                   Tracked Firm     Active Firm

Law Firm               1.3              2.5
Accounting Firm       13.1             21.2
Consulting Firm       10.9             12.7
All Firms              5.3              8.5

Only 62 percent of the firms tracked are actually publishing videos, but the firms that produced video have, on average, produced 8.5 videos each in the last 19 months.

In the coming months, we will be updating our review of the types of videos produced by law firms in 2010 and assess if, in fact, they are being driven by content and thought-leadership, or rather match the mainstream videos analyzed by Bright-cove--and are being driven by brand awareness. …

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