Video Can Be Impactful in
3 Seconds or Less

Nielsen confirmed it.  Video marketing has a significant increase on the impact of your overall strategy.  It works even if the viewer only watches for 3 seconds.  Let me repeat that: …even if the viewer only watches for 3 seconds.

A recent Marketing Land article summarized the Facebook-Nielsen report:

“Study shows significant lift in ad recall, brand awareness and purchase intent even among people who view the video for zero to three seconds.”

“That means even people who never watched the video, but did see the impression, were still impacted by the ad.  And, as expected, lift increased the longer people watched the ad.”

“Every part of a video view – from the initial impression to a complete video view and everything in between – drives value.”

So what does that mean for law firm marketing?  Video marketing is something you need to consider for 2015 and beyond.

I’ve spent years promoting video as a marketing component.  Attorneys don’t needed to spend fortunes to add videos to their home pages.  We’re living in a multi-media driven environment.  The tools to produce videos are probably sitting on your desk right now.  That’s part of the reason video marketing is exploding.

Consider these statistics:

• “Video will soon be 90% of all Internet traffic.” (Robert Kyncl – YouTube VP of Global Content)
• Online video is predicted to become 75% of all mobile data traffic by 2016. (CISCO)
• 60% of visitors will watch a video before reading any site text. (Diode Digital)
• Videos in universal search results have a 41% higher click through rate than plain text results. (Econsultancy)
• The retention rate for video can reach 65% vs. 10% or text-based information. (Social Media Today)

What you’re witnessing is the evolution of the Internet as an information resource.  

Consider Video Marketing in Rural Markets

I had an interesting conversation with an attorney who practices in a more-or-less rural area.  We discussed how marketing in that environment is different from other markets.  The conversation highlighted an interesting opportunity.  Here are a few factors you may recognize:

• Smart phones are everywhere.  Many of your clients use their phones rather than a desktop device.
• Reading content on a mobile device is impacted by screen size.
• Video is easy to watch regardless of the screen size.
• Information delivered via video may be easier for your clients to understand and retain.
• If you practice in a rural area, many of your competitors probably still haven’t implemented a video component.  This provides you with a distinct competitive advantage.

One of the key benefits of implementing a video marketing strategy is that you can do it with relatively little cost.  Creating in-house video is easier than many would imagine.

I’m currently developing a seminar.  The goal is to teach how attorneys to create video assets for law firm marketing.

If your website isn’t producing the results you need, consider adding videos.  Content can be provided in various ways.  Videos can be optimized to show up in Google results, just like regular content pages.  While some consumers prefer to read text-based content, the above statistics indicate many would rather watch than read.

Finally, as the Facebook-Nielsen study proves, video marketing can have a very positive effect on your business development efforts.  In an environment where breaking through the competitive noise is critical, you now have an interesting option.  If you haven’t considered marketing via video content, now is definitely the time to do it.