Avvo Webinar: Creating Video Content for Your Practice with Michael Mogill

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  • 1. HOSTED BY MICHAEL MOGILL PRESIDENT, CRISP LEGAL VIDEO creating video content for your legal practice 10 COMMON MISTAKES TO AVOID 1 @mmogill
  • 2. 2 about me • President of Crisp Video Group & Crisp Legal Video • Corporate Video & Digital Media Production Company • Team of experienced directors, producers, script writers, and digital marketing professionals • Clients include both high-profile global brands and small community based businesses • Mission is to help clients enhance their brand and expand their reach online through video web — www.crispvideo.com twitter — @mmogill linkedin — www.linkedin.com/in/mogill
  • 3. as featured in… @mmogill — creating video content for your practice — Crisp Legal Video
  • 4. 4 who we work with @mmogill — creating video content for your practice — Crisp Legal Video
  • 5. 5 The value of one minute of video is equivalent to 3,600 typical Web pages - it would take 150 days to write enough pages to get the same amount of exposure. 36% of online consumers trust video ads, establishing the company as a trustworthy business and knowledgable expert on the ad’s subject matter. Videos in e-mail campaigns increase how often people follow the link from the email to the ad’s Web site by 96% Videos improve the chances of a site appearing on the first page of Google search results by 50% Why should you invest in online video marketing for your business? Videos significantly increase how long viewers stay on a Web site - up to 2 minutes longer, on average. 35.2 billion video ads were viewed by Americans in December 2013 alone. 40% of people respond better to visual information than plan text. After watching a video ad, brand consideration improves 21% for brands the consumer initially felt negatively toward, and 61% for brands they already liked. 57% of clients say video increases confidence in a legal firm @mmogill — creating video content for your practice — Crisp Legal Video VIDEO MARKETING 101
  • 6. 6 If you’re not marketing with video, you’re committing marketing malpractice. @mmogill — creating video content for your practice — Crisp Legal Video
  • 7. 7 Testimonial Practice Areas Overview EducationAL TYPES OF VIDEOS @mmogill — creating video content for your practice — Crisp Legal Video
  • 8. 8 video marketing TOP 10MISTAKES TO AVOID
  • 9. 9 10. MAKING A VIDEO JUST TO MAKE A VIDEO The Fix: Approach video with a plan just as you would any other marketing campaign. If you can achieve a clear business objective through video, then go for it. TOP 10 VIDEO MARKETING MISTAKES TO AVOID @mmogill — creating video content for your practice — Crisp Legal Video
  • 10. 10 The Fix: Brand your video with your logo, website URL, or another piece of your practice’s identity — especially in the beginning. TOP 10 VIDEO MARKETING MISTAKES TO AVOID @mmogill — creating video content for your practice — Crisp Legal Video 9. NOT BRANDING CORRECTLY
  • 11. 11 The Fix: Keep it short, sweet, and to the point. About 60-90 seconds is the magic number. TOP 10 VIDEO MARKETING MISTAKES TO AVOID @mmogill — creating video content for your practice — Crisp Legal Video 8. MAKING YOUR VIDEO TOO LONG
  • 12. 12 The Fix: Deliver a single message with your video so potential clients have a definite takeaway about you, your firm, or your area of specialty. TOP 10 VIDEO MARKETING MISTAKES TO AVOID @mmogill — creating video content for your practice — Crisp Legal Video 7. NOT FOCUSING ON A SINGLE MESSAGE
  • 13. 13 The Fix: Include a clear call to action so your viewers know what to do after they’ve watched your video. TOP 10 VIDEO MARKETING MISTAKES TO AVOID @mmogill — creating video content for your practice — Crisp Legal Video 6. NOT CALLING OUT YOUR “CALL TO ACTION”
  • 14. 14 The Fix: Use proper video SEO techniques to increase the online visibility of your work. TOP 10 VIDEO MARKETING MISTAKES TO AVOID @mmogill — creating video content for your practice — Crisp Legal Video 5. FAILING TO USE VIDEO SEO
  • 15. 15 The Fix: Understand that a good video marketing strategy requires consistency, dedication, and patience. TOP 10 VIDEO MARKETING MISTAKES TO AVOID @mmogill — creating video content for your practice — Crisp Legal Video 4. EXPECTING INSTANT RESULTS
  • 16. 16 The Fix: Major selling points belong at the start of your video. TOP 10 VIDEO MARKETING MISTAKES TO AVOID @mmogill — creating video content for your practice — Crisp Legal Video 3. IMPROPER PLACEMENT OF SELLING POINTS
  • 17. 17 The Fix: Focus your message on a specific target audience. TOP 10 VIDEO MARKETING MISTAKES TO AVOID @mmogill — creating video content for your practice — Crisp Legal Video 2. FAILING TO ADDRESS YOUR TARGET AUDIENCE
  • 18. 18 The Fix: Follow these tips… TOP 10 VIDEO MARKETING MISTAKES TO AVOID @mmogill — creating video content for your practice — Crisp Legal Video 1. CHOOSING THE WRONG PARTNER
  • 19. 1. begin with the end in mind. 19 CHOOSING THE RIGHT VIDEO PARTNER @mmogill — creating video content for your practice — Crisp Legal Video
  • 20. 2. cheap videos come at a premium. 20 CHOOSING THE RIGHT VIDEO PARTNER @mmogill — creating video content for your practice — Crisp Legal Video
  • 21. 3. value accountability and reliability. 21 CHOOSING THE RIGHT VIDEO PARTNER @mmogill — creating video content for your practice — Crisp Legal Video
  • 22. 4. cheap video reflects cheap business. 22 CHOOSING THE RIGHT VIDEO PARTNER @mmogill — creating video content for your practice — Crisp Legal Video
  • 23. 5. work with experts in your industry. 23 CHOOSING THE RIGHT VIDEO PARTNER @mmogill — creating video content for your practice — Crisp Legal Video
  • 24. 6. consider the value of your time. 24 CHOOSING THE RIGHT VIDEO PARTNER @mmogill — creating video content for your practice — Crisp Legal Video
  • 25. 7. consider industry standards 25 CHOOSING THE RIGHT VIDEO PARTNER @mmogill — creating video content for your practice — Crisp Legal Video
  • 26. 8. be careful of hiring friends or family. 26 CHOOSING THE RIGHT VIDEO PARTNER @mmogill — creating video content for your practice — Crisp Legal Video
  • 27. 9. know where you can cut corners. 27 CHOOSING THE RIGHT VIDEO PARTNER @mmogill — creating video content for your practice — Crisp Legal Video
  • 28. 10. expect stewardship. 28 CHOOSING THE RIGHT VIDEO PARTNER @mmogill — creating video content for your practice — Crisp Legal Video
  • 29. Begin with the end. Cheap video comes at a premium. Value accountability and reliability. Cheap video reflects cheap business. Work with experts in your industry. Consider the value of your time. Be careful when hiring friends or family. Cut corners on daily blogs. Expect stewardship. SUMMARY 29 Consider industry standards CHOOSING THE RIGHT VIDEO PARTNER @mmogill — creating video content for your practice — Crisp Legal Video
  • 30. 30 FREE eBOOK DOWNLOAD: CRISPLEGALVIDEO.COM/AVVO Craft your video marketing strategy and make video your competitive advantage! Thank you! Video is the most effective, yet underutilized, tool available to attorneys looking to gain more clients. @mmogill — creating video content for your practice — Crisp Legal Video web — www.crispvideo.com twitter — @mmogill linkedin — www.linkedin.com/in/mogill