September 18, 2023 • 8 mins
How do I get started with video marketing?
Join our host, Toby Rosen, to talk about how to unleash the full potential of video marketing for your law firm. From understanding why video marketing is now more accessible and crucial than ever to leveraging simple tech tools to create top-quality videos. Don't let camera jitters stop you; we're talking about how to overcome common fears and tips on creating compelling video content
For more, visit https://rosenadvertising.com
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:06):
How do I get started with video marketing?
Welcome to Legal Marketing 101,I'm Toby Rosen.
Unless you've been living undera rock for the last 15 plus
years, I'm sure you're aware ofthe power of video marketing,
because this isn't a new thing.
Video marketing has been reallypopular, actually for close to
a century in some ways, butwe're just looking at things in
(00:27):
a very, very different way now,and even within the last 5 to 10
years, the landscape for videohas gone through an evolution
that very few could havepredicted, and we're not going
to talk too much about all thespecific platforms right now,
but I will just drop in thiscliche here for you.
You have more options now thanyou have ever had to use video
(00:47):
for marketing, and it is easiernow than it ever was to create.
So, no matter what platformyou're going to be creating for
YouTube or YouTube ads, orFacebook or Instagram or TikTok
or whatever it is, if you'relistening to this podcast right
now, I'm guessing you alreadyhave the technology that you
need to create the video.
The challenge may be creatingvideo at the quality that you
(01:11):
really want it to be at, butwe'll come back to that Now.
You've heard a millionYouTubers tell you this a
thousand times, but it really istrue that all you need to
create great video is just asmartphone.
It would be ideal to have alittle microphone and maybe a
little light if you're shootinginside, but there are ways to
get around all of that andthat's how we come back to
(01:33):
quality.
One of the biggest fears Ithink lawyers have about getting
started with video marketing isthat they don't have the budget
to do video at the quality thatthey really want, or they
themselves they don't reallywant to participate, or they
don't want to be on camera.
And of course, there areworkarounds for not want to
participate or not wanting to beon camera.
(01:54):
But my real advice for all ofthis is just get over yourself.
It really doesn't matter howmuch you bill per hour or what
celebrities your clients are.
Even something like a selfievideo is still a really good
option for you.
I can assure you that there'ssomeone who makes 10 times more
than you, or they're 10 timesmore important than you, and
(02:15):
they're not thinking twice aboutmaking a quick selfie video for
something that they're sellingor marketing, and that's because
they understand the value oftheir brand already.
Just look at guys like MarkCuban or Mark Zuckerberg or any
of these CEOs who have that kindof personal public brand.
They are building that brandand then they are leveraging it
into business, and while theymight think twice about what
(02:37):
they're going to say and howthey're going to do this
marketing, you can bet that theyare not thinking about twice
about whether or not they'regoing to do the video.
Okay, so I got a little offtrack here, but let's come back
to something that's a littlemore concrete.
Like like I said in this littlerant, the point here is that
you can create video even withvery little equipment.
(02:57):
All you need is a selfie.
So you might have to shift thestyle of the content that you're
creating to fit what yourbudget will allow and to Sort of
maximize the creative elementsof your content.
But that in itself is a hugediscussion and we're not going
to dive fully into that today.
But what we are going to talkabout is a couple of strategies
(03:17):
that I really like for videomarketing that you can get
started with Really easily.
They all have some kind oflong-term value, and these
strategies, I find, are just.
They're a little bit middle ofthe road, but in a lot of ways.
That's a good thing when we'regetting started.
It's it's easy to digest.
And first up on that list iseducational content, which is
broad, but you can do like quickselfie style videos for TikTok,
(03:42):
just answering common questions, or you could do videos on a
green screen or you could dothem on a set where you read off
of a teleprompter and Answercommon questions, where you can
do anything in between those twothings.
You could do it while you'rerunning or while you're out
hiking.
Frankly, what's what'soverwhelming about this type of
content for a lot of firms isthat you can do anything.
(04:02):
There's so many options andthere's no blueprint that works
every single time.
There are dozens of blueprintsand some of them work, sometimes
in some places, and it's kindof frustrating, but we're
dealing with real people andthere's just no formula for what
people like every single time.
Well, there sort of is, but Idon't think I'm allowed to talk
(04:22):
about it on the podcast or Ihave to to flag.
This is explicit.
But, that said, educationalcontent itself does have a very,
very high tendency to do wellin the long run and for most
firms we usually don't have toactually generate too much
quote-unquote new content If youhave a website that already has
50 or 100 pages on it, then youprobably have enough content on
(04:45):
there for maybe 15 or 20 videosalready.
All you need to do is just goout and read some of the pages
of your website and film thosevideos.
Basically, if you pick a simplestyle for how you're gonna do
things whether it's, you know,rewriting the content or just
reading it literally to cameraand then you can use editing
apps on your phone or, morelikely, you could delegate that
(05:07):
to a younger member of your firmto do.
The barrier here, you know,when you use all these pieces
together, the barrier to doinggreat video content is it starts
to fall down a little bit.
But educational content isn'teverything.
People do look at it, they doengage with it and they will
remember it.
But it's not the only thingthat we can do for video that
has Flexibility in the, in thestyle that we're creating it.
(05:29):
You might not expect it, butattorney profiles are actually
something that I would suggestdoing video for, or maybe at
least a profile of your team asa you know, as a whole in video
that can be posted somewhere onyour website.
You get the idea we're tryingto create something here that is
a little bit more Personable.
It can be a little bittime-consuming and a little bit
(05:52):
expensive to do this, dependingon the size of your firm,
especially if you're doingindividual video profiles.
But I think I might have aslightly better and, frankly,
cheaper idea for you and this isa little bit edgier, I think in
the legal space Maybe there'ssomeone doing this I don't know
that I've seen this specificallybut I think for the right firm
it could be a really interestingpiece in your marketing puzzle.
(06:13):
So what if, instead of doingyour attorney headshots and
video profiles like the typicalhigh school photo shoot thing
that you do?
And what if you did those astiktoks?
You don't have to post them ontiktoks, but what if you let
every team member talk to camerafor 30 seconds or a minute and,
as part of that video, havethem select their their favorite
(06:33):
filter and then apply it, youknow, with cat ears or with
something funny on their face,and you don't have to forgo
traditional headshots and youdon't actually have to skip
Traditional attorney profilevideos.
You could still do all of that,but what if you instead had a
little bit more fun with it?
Not only could you post thesevideos on your attorney's
(06:55):
website bios, either in lieu oftheir headshots or just as a fun
additional Personalization.
But you could start slowlydripping out all of that content
throughout all of your socialprofiles and start introducing
your team and again giving yourfirm a little bit more
personality.
Because the reality is that thebiggest hurdle that you're going
(07:15):
to have with video, after maybebeing a bit camera shy and
going through Creating thecontent and the first all of
that stuff, the biggest hurdleis that you're gonna have to get
this content in front of people, and People do like personality
.
They don't always want juststraight, cold answers.
They do like to see who we'retalking about.
Of course, if you've alreadybuilt your audience and you're
(07:38):
flush with leads, count yourselflucky.
You have an easier time.
You're gonna.
It's gonna be much easier foryou to get started with this.
You'll get some eyeballs rightaway, but for the vast majority
of us, getting those eyeballs ispretty much the entire game
here.
So when it comes to pushingthat content out, which is that
last step once we've createdpersonality, we've figured out
(07:59):
our video content style, we'vecreated our video, we figured
out where we're gonna put itthat last step is pushing out
that content anywhere we can,and that's generally going to be
our biggest hurdle.
So we really have to lookclosely at how we're going to
handle distribution, how we'regonna handle syndication of our
content, and we have to look ata bunch of other factors that
(08:20):
we're going to talk about Inanother episode.
Because that's it for legalmarketing 101.
Check out rosanadvertisingcomfor more.
Thanks,
How do I get started with video marketing?
Welcome to Legal Marketing 101,I'm Toby Rosen.
Unless you've been living undera rock for the last 15 plus
years, I'm sure you're aware ofthe power of video marketing,
because this isn't a new thing.
Video marketing has been reallypopular, actually for close to
a century in some ways, butwe're just looking at things in
(00:27):
a very, very different way now,and even within the last 5 to 10
years, the landscape for videohas gone through an evolution
that very few could havepredicted, and we're not going
to talk too much about all thespecific platforms right now,
but I will just drop in thiscliche here for you.
You have more options now thanyou have ever had to use video
(00:47):
for marketing, and it is easiernow than it ever was to create.
So, no matter what platformyou're going to be creating for
YouTube or YouTube ads, orFacebook or Instagram or TikTok
or whatever it is, if you'relistening to this podcast right
now, I'm guessing you alreadyhave the technology that you
need to create the video.
The challenge may be creatingvideo at the quality that you
(01:11):
really want it to be at, butwe'll come back to that Now.
You've heard a millionYouTubers tell you this a
thousand times, but it really istrue that all you need to
create great video is just asmartphone.
It would be ideal to have alittle microphone and maybe a
little light if you're shootinginside, but there are ways to
get around all of that andthat's how we come back to
(01:33):
quality.
One of the biggest fears Ithink lawyers have about getting
started with video marketing isthat they don't have the budget
to do video at the quality thatthey really want, or they
themselves they don't reallywant to participate, or they
don't want to be on camera.
And of course, there areworkarounds for not want to
participate or not wanting to beon camera.
(01:54):
But my real advice for all ofthis is just get over yourself.
It really doesn't matter howmuch you bill per hour or what
celebrities your clients are.
Even something like a selfievideo is still a really good
option for you.
I can assure you that there'ssomeone who makes 10 times more
than you, or they're 10 timesmore important than you, and
(02:15):
they're not thinking twice aboutmaking a quick selfie video for
something that they're sellingor marketing, and that's because
they understand the value oftheir brand already.
Just look at guys like MarkCuban or Mark Zuckerberg or any
of these CEOs who have that kindof personal public brand.
They are building that brandand then they are leveraging it
into business, and while theymight think twice about what
(02:37):
they're going to say and howthey're going to do this
marketing, you can bet that theyare not thinking about twice
about whether or not they'regoing to do the video.
Okay, so I got a little offtrack here, but let's come back
to something that's a littlemore concrete.
Like like I said in this littlerant, the point here is that
you can create video even withvery little equipment.
(02:57):
All you need is a selfie.
So you might have to shift thestyle of the content that you're
creating to fit what yourbudget will allow and to Sort of
maximize the creative elementsof your content.
But that in itself is a hugediscussion and we're not going
to dive fully into that today.
But what we are going to talkabout is a couple of strategies
(03:17):
that I really like for videomarketing that you can get
started with Really easily.
They all have some kind oflong-term value, and these
strategies, I find, are just.
They're a little bit middle ofthe road, but in a lot of ways.
That's a good thing when we'regetting started.
It's it's easy to digest.
And first up on that list iseducational content, which is
broad, but you can do like quickselfie style videos for TikTok,
(03:42):
just answering common questions, or you could do videos on a
green screen or you could dothem on a set where you read off
of a teleprompter and Answercommon questions, where you can
do anything in between those twothings.
You could do it while you'rerunning or while you're out
hiking.
Frankly, what's what'soverwhelming about this type of
content for a lot of firms isthat you can do anything.
(04:02):
There's so many options andthere's no blueprint that works
every single time.
There are dozens of blueprintsand some of them work, sometimes
in some places, and it's kindof frustrating, but we're
dealing with real people andthere's just no formula for what
people like every single time.
Well, there sort of is, but Idon't think I'm allowed to talk
(04:22):
about it on the podcast or Ihave to to flag.
This is explicit.
But, that said, educationalcontent itself does have a very,
very high tendency to do wellin the long run and for most
firms we usually don't have toactually generate too much
quote-unquote new content If youhave a website that already has
50 or 100 pages on it, then youprobably have enough content on
(04:45):
there for maybe 15 or 20 videosalready.
All you need to do is just goout and read some of the pages
of your website and film thosevideos.
Basically, if you pick a simplestyle for how you're gonna do
things whether it's, you know,rewriting the content or just
reading it literally to cameraand then you can use editing
apps on your phone or, morelikely, you could delegate that
(05:07):
to a younger member of your firmto do.
The barrier here, you know,when you use all these pieces
together, the barrier to doinggreat video content is it starts
to fall down a little bit.
But educational content isn'teverything.
People do look at it, they doengage with it and they will
remember it.
But it's not the only thingthat we can do for video that
has Flexibility in the, in thestyle that we're creating it.
(05:29):
You might not expect it, butattorney profiles are actually
something that I would suggestdoing video for, or maybe at
least a profile of your team asa you know, as a whole in video
that can be posted somewhere onyour website.
You get the idea we're tryingto create something here that is
a little bit more Personable.
It can be a little bittime-consuming and a little bit
(05:52):
expensive to do this, dependingon the size of your firm,
especially if you're doingindividual video profiles.
But I think I might have aslightly better and, frankly,
cheaper idea for you and this isa little bit edgier, I think in
the legal space Maybe there'ssomeone doing this I don't know
that I've seen this specificallybut I think for the right firm
it could be a really interestingpiece in your marketing puzzle.
(06:13):
So what if, instead of doingyour attorney headshots and
video profiles like the typicalhigh school photo shoot thing
that you do?
And what if you did those astiktoks?
You don't have to post them ontiktoks, but what if you let
every team member talk to camerafor 30 seconds or a minute and,
as part of that video, havethem select their their favorite
(06:33):
filter and then apply it, youknow, with cat ears or with
something funny on their face,and you don't have to forgo
traditional headshots and youdon't actually have to skip
Traditional attorney profilevideos.
You could still do all of that,but what if you instead had a
little bit more fun with it?
Not only could you post thesevideos on your attorney's
(06:55):
website bios, either in lieu oftheir headshots or just as a fun
additional Personalization.
But you could start slowlydripping out all of that content
throughout all of your socialprofiles and start introducing
your team and again giving yourfirm a little bit more
personality.
Because the reality is that thebiggest hurdle that you're going
(07:15):
to have with video, after maybebeing a bit camera shy and
going through Creating thecontent and the first all of
that stuff, the biggest hurdleis that you're gonna have to get
this content in front of people, and People do like personality
.
They don't always want juststraight, cold answers.
They do like to see who we'retalking about.
Of course, if you've alreadybuilt your audience and you're
(07:38):
flush with leads, count yourselflucky.
You have an easier time.
You're gonna.
It's gonna be much easier foryou to get started with this.
You'll get some eyeballs rightaway, but for the vast majority
of us, getting those eyeballs ispretty much the entire game
here.
So when it comes to pushingthat content out, which is that
last step once we've createdpersonality, we've figured out
(07:59):
our video content style, we'vecreated our video, we figured
out where we're gonna put itthat last step is pushing out
that content anywhere we can,and that's generally going to be
our biggest hurdle.
So we really have to lookclosely at how we're going to
handle distribution, how we'regonna handle syndication of our
content, and we have to look ata bunch of other factors that
(08:20):
we're going to talk about Inanother episode.
Because that's it for legalmarketing 101.
Check out rosanadvertisingcomfor more.
Thanks,
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