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

PART I So you want to generate more traffic, develop more leads, and convert more paying clients for your law practice, but you don’t know where to start. It’s time to consider video marketing. This one digital marketing strategy ticks all the boxes! Most attorneys misguidedly believe that video marketing is either too difficult or too expensive. Others view this strategy as one that doesn’t fit into their brand. The truth is, video marketing is among the most significant business trends. Marketers who incorporate video into their campaigns experience 34% higher conversion rates (Aberdeen Group). According to Elite Content Marketer, 48% of video marketers found it easier to convince others in the business of its value, and 47% believe it’s become less time-consuming to create video content. The data in support of video marketing are endless. However, the proof is in the pudding, as they say. So let’s get started! Understanding Your Audience As is the case with any marketing strategy, you need to start with your audience. It’s crucial to have a solid understanding of your target audience in order to properly market your legal services to them. If you haven’t already created a “target client profile”, consider the following questions: Where do your clients live? How old are they? What industry do they work in? How much income do they earn? What cultural beliefs and values do they have? Answering these questions will help you determine who your targeted clientele is and how to appeal to them. All