Thoughts and news from the LMA-MN – Midwest Region – Minnesota Local Group

LMA-MN June 2013 Program Notes

LMA-MN June Program Notes
Date: June 12, 2013
Presentation Title: Effective Law Firm Video Marketing
Presenter: Marsha Redmon, Esq., Marsha Redmon Communications

Video Statistics and SEO

  • Google loves video!
  • 75% of Fortune 500 executives watch video for business purposes.
  • YouTube is the #2 search engine; Google is #1.
  • Google + YouTube = Strong Visibility.
    • When titling video, accurately labeling is extremely important. Include keywords, name of attorneys in video and tags.
    • Paste transcript.
    • Google and YouTube scan written, not spoken, words.
    • Video improves SEO.
    • Most searches for most things start with Google.
    • Additional video hosting sites: Wistia (great analytics) and JD Supra.

How to Make Video Worth the Effort

  • Repurpose: use past slide decks to create or enhance video.
  • Meet audience needs NOW; make video useful.
  • Select a highly targeted video audience for maximum search results.
  • Use evergreen topics for video longevity; remove videos with outdated content.
  • Keep it simple, short and focused.
    • Video should be 2-4 minutes; 1-2 minutes even better.
    • Define specific video process to streamline project.
    • Limit who “gets” to do video –> subject should be personable and warm on camera.
    • Requirement: practice and prepare.
    • Create an interview format vs. reading teleprompter.
    • Add a contact “slide” to end of video.
    • You don’t always need to use a video camera! Screencasts use slide decks/PowerPoints, still footage, etc.
      • Use to: promote event or recap a seminar.
      • Create a 20-40 second video to highlight a legal alert.
      • Screencast software options:
        • For Mac: ScreenFlow
        • For PC: Camtasia
        • Free: Screenr

Do-It-Yourself (DIY) Video

  • Use multiple speakers/subjects that each provide a nugget of valuable information.
  • No swivel chairs!
  • Not ideal to shoot in front of a window/light source (will make subject appear dark).
  • Create a YouTube channel to organize videos.
  • Editing software: Pinnacle or iMovie.
  • Use an iPad –> good quality, high definition video and plenty of apps to increase functionality.
    • Limitation: no zoom feature.

DIY Set-Up

  • iPad (easy to edit directly on device).
  • Lavalier microphone (never shoot video without a microphone).
    • Most important part of video is the audio.
    • Tripod.
    • Portable light source.

Video Shooting Basics

  • Shoot a series; make it worth the lawyer’s time.
  • Focus on giving value, i.e., is this of interest to clients or potential clients?
  • Finishing touches.
  • Put together a full “rough cut” before circulating so subjects can see their portion of the video in context.

Video Distribution Sample Process

  • Include in regular and targeted emails.
  • Post on YouTube channel.
  • Create a video page on firm website.
    • One page per video for analytics / tracking.
    • Link to bio pages of featured lawyers.
    • Post on social media sites (LinkedIn, Twitter and Facebook).
    • Other uses: pitches and submissions.

Video camera recommendation: Kodak zi8 or zi10.

  • Best small video camera presenter has used.
  • Discontinued; visit Amazon.com now!
  • Has a built-in microphone jack.

LMA-MN June 2013 Program Video Marketing

Law Firm Video: What’s New and What Works
Presentation by Marsha Redmun, Esq.

Video is a new medium for most law firms and legal marketers. It makes sense that creating professional video that is effective for legal marketing can seem daunting at first. This program offers practical advice, checklists and recent law firm video examples from Morrison & Foerster and other firms.

In this presentation Marsha will cover:

  • Examples of the types of videos that are most effective for practice group video marketing and that are the most efficient to create
  • Detailed checklists of considerations when planning a video marketing project. Including:
    • messaging checklist and effective parameters for professional services video
    • video length
    • format for video
    • ways to distribute video
    • how to leverage video
  • Tips on how to help lawyers look and feel comfortable on video

Marsha will share her practical insight on the full process of narrowing the video topics, managing the lawyers, planning and conducting the video shoot, editing, distributing and then re-purposing and re-using the video.

Marsha Redmon is a former practicing lawyer and television journalist who has been teaching lawyers to get the business and recognition they want through business development, communications, video and media interview workshops and coaching for the last 13 years.

Wednesday, June 12, 2013
11:30 AM Registration
12:00-1:30 PM Program
Briggs and Morgan
80 South Eighth Street Suite 2200
Minneapolis, MN 55402

Registration available here.

Many thanks to our June sponsor, Promotion Select!

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