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Video marketing is a wonderful thing for business. It is a great way to humanise your brand, connect with your audience in a personal and human way, and generate leads and sales with little/no investment. The truth is that people are visual. If you put a book or a DVD in front of someone, most people would choose the DVD. YouTube is the best (free) tool you have available for your business.
A lot of people think, “But my business is boring. What can I film?”
This is a common misconception. There are lots of great content ideas – you just need to spot the opportunities and add a bit of creativity.
1. What Do My Customers Actually Want?
Your customers are after content that solves their problems/needs in a relevant, interesting and compelling way. Firstly determine what problems you are solving – information/education about a particular area of law, information about certain situations, what to do in certain situations, frequently asked questions, common mistakes, common misconceptions etc.
Have you noticed I’ve not said anything about price, location or how long your firm has been going? That’s because your customers don’t care about that. They only care about whether you can answer their questions.
2. Title Your Videos In A Compelling Way:
Most people know that Google is the biggest search engine in the world. But did you know that YouTube is the 2nd largest? Oh and by the way, did you know that Google just happens to own YouTube? That’s why YouTube videos appear in search results.
There’s so much information out there. You don’t want to make generic, average videos. You want videos that stand out and make your customers click. The way to do this is to stand out from the crowd by having compelling titles. Your video title is the first contact you have with your customer. It is important to note that your customers don’t read online, they scan. They scan for interesting and relevant keywords/phrases and images that are important to them. The brain just blocks everything else out. If your title doesn’t contain these keywords/phrases then you won’t get views. Moreover, if your title is boring then equally no one will click. This blog will show you good examples of compelling titles.
By having good keywords/phrases in your titles you will start to increase your SEO and increase your chances of appearing in the search engine results and therefore increasing your chances of generating leads and sales.
3. Keep It Short And Sweet:
Videos that are between 30-90 seconds get more views. People generally don’t want to sit through 5 mins of video unless it’s something that really interests them. Keep the video short. You can do this by making sure you do one tip per video. Keep it concise and avoid jargon at all costs. Always remember Denzel Washington from the movie Philadelphia, “Explain it to me like I’m a 5 year old.”
5. Humanise Your Brand:
The way to monetise your brand online is to humanise your brand. You can be human and still remain professional. Being human does not mean acting silly or unprofessional. It means being approachable, genuine etc. All these elements help to build trust and will therefore turn into sales. If your customers can’t trust you they won’t buy from you. Why can’t solicitors be human? Why can’t solicitors be entertaining in a professional way? Why can’t solicitors be funny but still professional?
4. Have A Clear Call To Action (CTA):
At the end of your video you should include a clear CTA. What do you want your customer to do? Visit your website? Visit a landing page for a free consult? Check out another video? Make it crystal clear and only have one CTA. More CTAs may confuse your customer as to what you want them to do and click rates dramatically decrease.
Hi, I’m Haroon Rashid and I’m the author of this blog and the founder of Finisher Creative. If you are a small business or a charity/non-profit I would be more than happy to talk to you about your online marketing and social media needs. If you’re in the Yorkshire area (UK) I’ll even take you out for a coffee! You can email me on info@finishercreative.com, check me out on Facebook, follow me @FinisherCre8ive or Google+ I look forward to hearing from you!
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