PART II
In Part I of Generate More Traffic, Develop More Leads, And Convert More Paying Clients With Video Marketing, you learned how to identify your audience and create the perfect video script. This article will focus on producing and distributing your video.
It’s likely that you don’t consider yourself an expert cameraman or video editor. Few successful video marketers are! You certainly can hire outside help for the production of your video; however, if you are on a tight budget, there is no reason you can’t produce a high-quality marketing video yourself or with the help of your team. Today’s smartphone cameras and webcams provide high-quality results and can sufficiently get the job done.
Quality video is important, however potential clients will be more interested in your message and whether they believe you can help them than ultimately the quality of your video.
Lights, Camera, Action
When creating your marketing video, there are several aspects to consider, starting with the camera. Whether using a high-resolution camera, a smartphone, or a computer webcam, be sure to stabilize the camera while shooting. This may require using a tripod. No one wants to watch a shaky video.
Next is lighting. Proper lighting will make all the difference in the overall quality of your video. Make sure the room where you are recording is well lit. Avoid backlighting which will make the subjects in the video appear dark.
Sound quality is as equally important as lighting. The shooting location should be free from background noise. The speaker in the video should speak loudly and clearly. Cheap microphones can help improve your sound quality as well as reduce unwanted noise.
Finally, editing will most likely be needed. With practice, you might be able to shoot your entire video perfectly in one take. However, most videos will need some level of editing. Try recording each video segment multiple times. You can edit and cut the clips to shorten the final video.
For someone with no editing experience, this may seem daunting. Fortunately, many computers come standard with basic video editing tools, and your smartphone app store will also have a multitude of apps to download for basic video editing needs. Look for instructional editing guides on YouTube, hire a freelance editor from Fiverr, or have another member of your team tackle the editing process.
Video Distribution
Once your final video is ready to share, you’ll need to decide where your potential clients will see it. It’s incredibly easy to publish videos and distribute them to anyone around the world for free. Below is a list of the most important distribution channels for your marketing video.
YouTube
YouTube should be the first and most obvious place to share your video. As one of the most highly trafficked websites globally and the second-largest search engine behind only Google, you can’t go wrong with YouTube.
Social Media Channels
Facebook, Twitter, LinkedIn, and Instagram are making more effort to incorporate video content into their platforms. Not only should you be sharing your marketing video on these platforms but regularly utilizing them to connect with current and potential clients.
Your Homepage
Video can spearhead your branding and showcase your firm to people considering hiring a lawyer and generate leads which is why it should appear front and center on your homepage.
As with any new marketing strategy, there is a learning curve that requires a fair amount of trial and error. As you gain experience writing out a script, finding the perfect lighting, and stringing together your best takes, video marketing will soon become second nature. Get ahead of your competition and start video marketing your law firm today!
