Video marketing strategies should be a big part of your overall marketing plan. Why? Because video is a predominant way of marketing online. People are more likely to watch a video, share a video, engage with a video, and act on a video than any other kind of marketing.
Video marketing is popular because it is effective.
If you want to use video marketing and be successful at it, learn about the top marketing strategies and best practices.
Create an Engaging Video
The content you create for your audience must be engaging, entertaining, and targeted toward attorneys. As you develop your video marketing strategy, you must utilize the following three points:
Know Your Audience
By getting to know the audience you’re serving, you will have a good idea of their problems, how you’ll solve them, and how you should deliver the solution. So be clear with your message and speak directly to them.
A Clear Point
Before you record the video, you need to know the precise point you want to make with it. Being clear about the message will help you keep the video short enough to hold your audience’s attention while giving them the information they want.
The worst thing you can do for a video is not having a plan for your video. You may tend to talk too much, ramble, stutter, or potentially forget the point of your video.
Never try to do a video without having a plan in advance. Write an outline and a script with bullet points. Don’t read the script, but know what issues you’ll cover. Then, get to your call to action seamlessly, such as “Contact me for help with your next case.”
The best way to create your plan is to use a storyboard.
Using a short outline will help ensure that you get all your points across to engage your audience.
One way to make your video more enjoyable is to be energetic during filming. Whether it’s a voice-over or you speaking directly to the camera, you must project confidence and energy in the video. There are several ways to make your videos appear more energetic and engaging.
Move around before the video to get your energy up, dress the part, so you feel good, or read aloud your outline/bullet points out loud before you record it. Your confidence will come across in your voice and appearance.
Take Calculated Risks
Taking some risks in your videos will help your audience connect with you. For example, consider making a controversial video about an issue you and your audience care about. Taking risks helps bring you more brand awareness. But do it with caution.
Learn to Write Compelling Headlines
Write headlines that get results to get your videos viewed. You likely have some practice with writing headlines and subject lines for blog posts and emails, and it’s vital with videos to get the headline right. To do so, you need to know your audience to hook them.
Write Keyword Rich Descriptions
When you post your video, one of the critical aspects of getting the video viewed, after content and headlines, is the description. Within your description, use keywords meaningful to your audience. Use the whole space allowed. Search engines can’t watch your videos, so it’s important to use all of the description space available.
Pay attention to what part of your description shows up in the search results on Google. Look at your competitors for inspiration. You’ll find that some descriptions look better than others. You can make your description stand out by choosing the right thumbnail and the right words for the beginning of the description.
Once you have these factors figured out, you will want to use other ways to get the word out about your videos. For example, you can post a link on social media to invite your audience to see your latest video. If you have a blog, you can either embed the video there or at least have a link to it in the blog to the video platform.
For LNCs, videos make even more sense in your video strategy. It gives a clearer picture of who you are and how you carry yourself.
If you aren’t using videos in your marketing, take the time today to research what others are doing in the LNC arena.
Pat Iyer is president of The Pat Iyer Group, which develops resources to assist LNCs in obtaining more clients, making more money, and achieving their business goals and dreams.
Pat’s related websites include the continuing education provided on LNCEU.com, the podcasts broadcast at podcast.legalnursebusiness.com, and writing tips supplied at patiyer.com.
Get all of Pat’s content by downloading the mobile app, ExpertEdu at www.legalnursebusiness.com/expertedu. Watch videos, listen to podcasts, read blogs, watch online courses and training, and more.