Thursday, February 12, 2009

More on Online Video for Lawyer Marketing

In a very recent post, I wondered if online video advertising was really effective to client acquisition. My point had nothing to do with the "cool factor" or the quality of the video or even the stated preference of a focus group subject. To me, most of those assertions are meaningless.

The releveant question is how people behave and how will they behave in the future. The data tells us that consumers still primarily use the internet while at work. I think that has very real short term implications on the ROI of any online video efforts.

However, in this blog post, the author suggests that a younger generation will have a different usage pattern and will prefer online video. I completely agree with this . . . but as an attorney turning to the web to attract clients, you should be mindful of the time horizon you have for realizing a return on your marketing investments. If you want an immediate ROI on video, it's not going to happen. Neither is any of the social media tools, like twitter, facebook, etc.

Take a longer term horizon and put yourself at the bleeding edge . . . then yes, there is a better way to network and market yourself. And experimenting with video makes sense in that regard.

3 comments:

  1. Hi Steve- I have to disagree with you. The problem with most lawyer marketers is that they look at attorney video as "advertising" in the same way they would as a 30 second commercial.

    The problem with that view is that those typical advertisements or commercials offer absolutely no useful information for a potential client to distinguish one lawyer from another. Traditional advertisements do not allow the injured victim to determine whether one lawyer is a better fit for them.

    Attorney video can be extremely useful if used to educate a viewer about the legal process.
    If you'd like to see how I have used it to inform and educate viewers, take a look at my video blogs:

    http://medicalmalpracticetutorial.com and
    http://nymedicalmalpracticevideoblog.com

    Gerry Oginski

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  2. Hi Steve- I too must disagree. The same problem that Gerry speaks to with regard to attorney video, is also apparent in the use of social media.
    I do not suggest spending a lot of time wandering aimlessly through these networks. On the other, ignoring these tools is foolish. There is no question that when used properly, these tools will produce ROI.

    The main problem is that lawyers are trying to spray their marketing messages in these arenas. That strategy is sure to fail to produce ROI.

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  3. It’s very obvious now days social marketing is becoming more popular than the traditional marketing. Social marketing talks about the integrated internet marketing. As this is the era of Internet users, it is obligatory to go for the internet marketing. But one should be careful while doing internet marketing. Good internet marketing can do wonders to for a company by echoing its services in best possible ways. For Law firms it is very essential to advertise their legal services in a very professional way like legalwebexperts do. Internet marketing plays a vital role in growth of any business. No risk should be taken.

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