It's all-good with video for marketing and sales.
For example, more than 50% of those in the loop have found the use of video to be generating the highest ROI.
And, about 80% documented that having a video on a landing page can boost conversion rates by 80%.
But, producing (literally) those kinds of results means doing the video "right."
"Right" means "not wrong."
And, "wrong" means not converting or converting at too low a rate to justify the resources being pumped into the marketing initiative.
Essentially, "converting" is the process of moving the prospect to respond to the call to action. That might entail clicking for more information, calling the lawyer for a complimentary consultation, donating to a social-justice cause, signing a petition, or purchasing a legal-vendor's product or service.
There are many reasons why videos don't convert. Here are the eight primary ones:
Targeted at wrong segment. On the front end there has to be research who is the best bet for responding to the call to action. If it's residential real estate closings the target may be Millennial females in a relationship. Maybe not. Research will provide that data.
Educating v. selling. Often the lawyers know so much about the issue that the get tangled up in TMI, that is, Too Much Information.
For example, the personal injury lawyer creates a video that is a tutorial about strokes per se. The message about the law firm's own track record in malpractice lawsuits on behalf of stroke victims is buried.
I advise: Ask yourself what business you are in. Are you in the online teaching business or the business of selling specialized legal services?
Too much, too long. To keep the prospect moving toward the call to action the focus has to laser-like. The mandate to capture that dynamic is: Get in and get out fast.
Feature only your best selling points.
Then simplify how to present them.
If the subject is complex, create a series of short videos. But make each a stand-alone. Many busy prospects, even if very interested, will only view one or two.
Speak slowly. The template for that are the videos by American Buddhist nun Pema Chodron. Here is her talk about getting unstuck.
Not being in a rush sends the message that the speakers have confidence that what they are saying has value and will be of interest to the audience. Being in a rush screams a lack of confidence. If the speakers don't have confidence in themselves, why should the audience! In addition, too rapid speech is difficult to follow.
No call to action. The speaker doesn't ask for the sale. It's now okay to have multiple calls to action in the video or on a landing page. It doesn't have to be held off until the end.
Poor organization. A small financial firm of former lawyers developing vehicles to invest in climate change began with the history of investing. Since the appropriate targets are those who want to cash in on climate change, not lovers of learning for learning's sake, the tune-out rate was high.
The easiest way to organize is: Present the problem, then provide the solution. That can be headlined with "Do you fear losing it all in a divorce?"
Tone-deaf. Given the current seriousness of the coronavirus threat as well as fears about equities markets and the global economy, the tone of current videos should be serious. Cute is inappropriate. On the other hand, in the best of times, doom-and-gloom can be a turn-off.
No testing. The smart approach to creating most videos is to consider your overall campaign a work-in-progress. Don't aim for perfect. Instead, concentrate on what you can learn, along with aiming for high conversions. So, yes, do A/B testing. That has to be forever because the variables continue to change.
What's the best way to get a feel for effective video-scripting?
Immerse yourself in watching commercial ones. Those will include both general selections and those of the competition.
Analyze what strategy and tactics pull and push prospects to responding to the call to action. Brainstorm with your team what might be effective for your law firm or enterprise serving the legal sector. Test that out. Repurpose the best. Not all videos will be effective.
Widely distributing the weak ones can be downright counterproductive, hurting the brand. That is a hard pill for prolific video producers to swallow. The reality is that great marketing campaigns leave most content on the editing floor.
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