BigLaw had been behind the curve in adopting social media. LittleLaw, such as Bill Marler's shop Marler Clark, was out there making hay online, particularly with blogging.
But now that online video has become the most cost-efficient and effective marketing tool, both Big and Little law are probably newbies in getting their arms around this medium. But they better get up to speed fast since, according to Forrester Research, the odds are that web content with video is 53 times more likely to be the first page of Google than content without video. And, yes, the research by Forbes and Google found that those C-suite executives law firms need to pitch to are on the web and mobile, often with no middleman doing their surfing and deciding. After they bump into content they are apt to take action, such as finding out more about the law firm.
The tough marketing nut to crack is making the video compelling or, as the Heath Brothers call it "sticky." Not easy if the law firm has been traditional in how it puts itself out there. Visible Measures reports that 44 percent of viewers click off before the end of the first 60 seconds.
The first step in creating content which attracts and holds interest is to bring 'em in with mankind's primitive craving for a story or narrative. Law firms can't sell. They have to frame that pitch within a story line, just like journalists do.
It would truly be a big challenge for all advertisers out there to create "sticky" or effective video ads. But you can't deny that it is indeed a powerful marketing tool. My brothers have always been fans of great online video commercials. But the trick here is how to connect to the viewers at once. There's also that issue of using effectice video software that can present videos clearly. Do you think this theory can be applied to mobile marketing too?
Posted by: Steve Ricketts | February 01, 2012 at 01:46 AM