Implementing Video for Your Marketing Strategy
Everywhere you look these days, you see live video. Everyone from congressmen to celebrities to this six-foot-tall baby can be found streaming live on social media sites such as Facebook, YouTube and Twitter/Periscope.
Facebook CEO Mark Zuckerberg says he is “obsessed” with live video and believes it to be the future. The facts support that assertion. Facebook Live videos are watched three times longer than prerecorded videos. Although, typically, two-thirds or more of those viewers won’t end up watching live but will instead watch the archived stream. The takeaway from that stat is to always remember to save and post your video when the live broadcast ends.
Today, live streaming is easier, cheaper, faster and more effective than ever before, but how can you use this new technology for your law firm? Here are several ways that you can begin to incorporate live video into your marketing mix.
Rethink press conferences and firm announcements: Recently, Jim Jarrell, director of marketing and practice development at Stark & Stark, used Facebook Live as one leg of a press conference to announce that the firm was filing the first e-cigarette liability case in New Jersey. To date, the Facebook Live video from the press conference has received more than 7,000 views, and three months after the press conference they had nearly tripled the number of their e-cigarette cases.
Share the experience of events and conferences: Live streaming from an event or conference is a great way to engage attendees and allow those who could not be there to participate. LMA demonstrated this recently at the 2017 LMA Annual Conference in Las Vegas. LMA livestreamed regular reports from around the conference in the exhibit hall and at social and networking events. There were several episodes of talk-show-style interviews with conference presenters, influencers and LMA leaders. This live coverage provided a deeper conference dive to those who were in attendance, and also offered those who could not physically attend a chance to experience a slice of the conference – virtually.
Broadcast your firm’s seminars and educational programs: Reach a wider audience by broadcasting activities such as seminars and other educational programs to your firm’s followers. One way to make the live stream experience more engaging for those joining in virtually is to have a dedicated person responding to comments being posted during the live broadcast. One step further would be to answer questions from your online audience live during the Q&A. And don’t forget to extend the coverage from the live stream by sending a link to the archived video to your mailing list. You have the opportunity to capture the attention of many more clients and prospects after the live recording ends.
Instantly respond to news and current events: Help cement your firm as a thought leader in a particular vertical by having one of your attorneys react with instant commentary and discussion of the legal issues revolving around a breaking news story. The ability to react quickly on a story breaking will help grow your online followers – and hopefully your book of business too. Here again, it would be advantageous to have a person knowledgeable on the topic logged in to respond to comments and questions received live.
Hold virtual “town halls” on a specific topic or practice area: By holding a live Q&A session about a specific topic or practice area, your firm can increase its stature and gain loyalty by being a trusted resource. Be careful, however, of the pitfalls of offering free legal advice; be sure to let your audience know that the broadcast is for educational purposes only.
These are just a few ways you can begin to take advantage of livestreaming for your law firm. As this technology develops, more opportunities will arise. Before you know it, you might even find yourself wondering how you ever got along without it.
Rob Kates, executive producer at Kates Media, is an active member of both the LMA Northeast Region and the LMA Mid-Atlantic Regions. Having grown up the son and grandson of attorneys, he has gained a unique understanding of their personalities and now enjoys helping lawyers and law firms tell their stories with video.