Founder of Great Legal Marketing and a practicing personal injury trial attorney in Fairfax, VA
These are two basic questions that you should be able to immediately answer.
Unfortunately, if you ask most lawyers who create video to market their law firm, they are at a loss to arrive at the answers to these questions.
“Who’s watching your videos?” should seem simple enough.
The people who need your information SHOULD be watching. The key question is whether you created video content that those consumers need. I have found that most lawyers and their video companies create content that the lawyers THINK their consumers want.
Instead of asking their consumers and potential clients what information they need, the attorneys just put out material that the lawyer wants to tell them about. Huge difference.
WHAT DEVICES ARE THEY WATCHING YOUR CONTENT ON?
A few years ago, the only device we’d be concerned about was a desktop computer. Now, everyone has a smartphone and millions of videos are watched on smartphones daily. You’d be remiss not to focus on the mobile world of video and how it works into your video marketing strategy.
Since our mobile devices go with us everywhere and we use our mobile devices to consume information via written text, audio and video, it’s critical to make sure your videos are compatible with all mobile devices.
It’s also important that your videos are able to play HTML5 and not just Flash. There were formatting wars between the big tech companies and your videos must be compliant and be able to play on all mobile devices.
If you created videos last year and they’re not compatible with playing across all mobile devices, you’re leaving opportunities on the table.
Finally, if you’re not tracking your videos and demanding that your office staff ask callers how they found you, you’ll never know your ROI (return on your investment).