Avvo Webinar: Creating Video Content for Your Practice with Michael Mogill
Transcript of Avvo Webinar: Creating Video Content for Your Practice with Michael Mogill
HOSTED BY MICHAEL MOGILLPRESIDENT, CRISP LEGAL VIDEO
creating video content for your legal
practice10 COMMON MISTAKES TO AVOID
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@mmogill
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about me• President of Crisp Video Group & Crisp Legal Video• Corporate Video & Digital Media Production Company• Team of experienced directors, producers, script writers, and digital marketing
professionals• Clients include both high-profile global brands and small community based
businesses• Mission is to help clients enhance their brand and expand their reach online
through videoweb — www.crispvideo.comtwitter — @mmogilllinkedin — www.linkedin.com/in/mogill
as featured in…
@mmogill — creating video content for your practice — Crisp Legal Video
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who we work with
@mmogill — creating video content for your practice — Crisp Legal Video
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The value of one minute of video is equivalent to 3,600 typical Web pages - it would take 150 days to write enough pages to get the same amount of exposure.
36% of online consumers trust video ads, establishing the company as a trustworthy business and knowledgable expert on the ad’s subject matter.
Videos in e-mail campaigns increase how often people follow the link from the email to the ad’s Web site by 96%
Videos improve the chances of a site appearing on the first page of Google search results by 50% Why should
you invest in online video marketing for your business?
Videos significantly increase how long viewers stay on a Web site - up to 2 minutes longer, on average.
35.2 billion video ads were viewed by Americans in December 2013 alone.
40% of people respond better to visual information than plan text.
After watching a video ad, brand consideration improves 21% for brands the consumer initially felt negatively toward, and 61% for brands they already liked. 57% of clients say video
increases confidence in a legal firm
@mmogill — creating video content for your practice — Crisp Legal Video
VIDEO MARKETING 101
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If you’re not marketing with video,you’re committing marketingmalpractice.
@mmogill — creating video content for your practice — Crisp Legal Video
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Testimonial
Practice Areas
OverviewEducationAL
TYPES OF VIDEOS
@mmogill — creating video content for your practice — Crisp Legal Video
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video marketing
TOP 10 MISTAKES TO AVOID
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10. MAKING A VIDEO JUSTTO MAKE A VIDEO
The Fix: Approach video with a plan just as you would any other
marketing campaign. If you can achieve a clear business
objective through video, then go for it.
TOP 10 VIDEO MARKETING MISTAKES TO AVOID
@mmogill — creating video content for your practice — Crisp Legal Video
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The Fix: Brand your video with your logo, website URL,
or another piece of your practice’s identity —
especially in the beginning.
TOP 10 VIDEO MARKETING MISTAKES TO AVOID
@mmogill — creating video content for your practice — Crisp Legal Video
9. NOT BRANDING CORRECTLY
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The Fix: Keep it short, sweet, and to the point.
About 60-90 seconds is the magic number.
TOP 10 VIDEO MARKETING MISTAKES TO AVOID
@mmogill — creating video content for your practice — Crisp Legal Video
8. MAKING YOUR VIDEOTOO LONG
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The Fix: Deliver a single message with your video so potential clients have a
definite takeaway about you, your firm, or your area of specialty.
TOP 10 VIDEO MARKETING MISTAKES TO AVOID
@mmogill — creating video content for your practice — Crisp Legal Video
7. NOT FOCUSING ON ASINGLE MESSAGE
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The Fix: Include a clear call to action so your viewers know what to do after they’ve watched your video.
TOP 10 VIDEO MARKETING MISTAKES TO AVOID
@mmogill — creating video content for your practice — Crisp Legal Video
6. NOT CALLING OUT YOUR“CALL TO ACTION”
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The Fix: Use proper video SEO techniques
to increase the online visibility of your work.
TOP 10 VIDEO MARKETING MISTAKES TO AVOID
@mmogill — creating video content for your practice — Crisp Legal Video
5. FAILING TO USEVIDEO SEO
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The Fix: Understand that a good video marketing strategy
requires consistency, dedication, and patience.
TOP 10 VIDEO MARKETING MISTAKES TO AVOID
@mmogill — creating video content for your practice — Crisp Legal Video
4. EXPECTING INSTANTRESULTS
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The Fix: Major selling points belong at the start
of your video.
TOP 10 VIDEO MARKETING MISTAKES TO AVOID
@mmogill — creating video content for your practice — Crisp Legal Video
3. IMPROPER PLACEMENTOF SELLING POINTS
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The Fix: Focus your message on a specific
target audience.
TOP 10 VIDEO MARKETING MISTAKES TO AVOID
@mmogill — creating video content for your practice — Crisp Legal Video
2. FAILING TO ADDRESS
YOUR TARGET AUDIENCE
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The Fix: Follow these tips…
TOP 10 VIDEO MARKETING MISTAKES TO AVOID
@mmogill — creating video content for your practice — Crisp Legal Video
1. CHOOSING THE WRONG PARTNER
1. begin withthe end inmind.
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CHOOSING THE RIGHT VIDEO PARTNER
@mmogill — creating video content for your practice — Crisp Legal Video
2. cheap videoscome at apremium.
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CHOOSING THE RIGHT VIDEO PARTNER
@mmogill — creating video content for your practice — Crisp Legal Video
3. valueaccountabilityand reliability.
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CHOOSING THE RIGHT VIDEO PARTNER
@mmogill — creating video content for your practice — Crisp Legal Video
4. cheap videoreflectscheapbusiness.
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CHOOSING THE RIGHT VIDEO PARTNER
@mmogill — creating video content for your practice — Crisp Legal Video
5. work withexperts inyourindustry.
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CHOOSING THE RIGHT VIDEO PARTNER
@mmogill — creating video content for your practice — Crisp Legal Video
6. consider the value ofyour time.
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CHOOSING THE RIGHT VIDEO PARTNER
@mmogill — creating video content for your practice — Crisp Legal Video
7. consider industrystandards
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CHOOSING THE RIGHT VIDEO PARTNER
@mmogill — creating video content for your practice — Crisp Legal Video
8. be carefulof hiringfriends orfamily.
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CHOOSING THE RIGHT VIDEO PARTNER
@mmogill — creating video content for your practice — Crisp Legal Video
9. know where you can cut corners.
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CHOOSING THE RIGHT VIDEO PARTNER
@mmogill — creating video content for your practice — Crisp Legal Video
10. expectstewardship.
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CHOOSING THE RIGHT VIDEO PARTNER
@mmogill — creating video content for your practice — Crisp Legal Video

Begin with the end.
Cheap video comes at a premium.
Value accountability and reliability.
Cheap video reflects cheap business.Work with experts in your industry.
Consider the value of your time.
Be careful when hiring friends or family.Cut corners on daily blogs.
Expect stewardship.
SUMMARY
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Consider industry standards
CHOOSING THE RIGHT VIDEO PARTNER
@mmogill — creating video content for your practice — Crisp Legal Video
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FREE eBOOK DOWNLOAD:CRISPLEGALVIDEO.COM/AVVO
Craft your video marketing strategy andmake video your competitive advantage!
Thank you!
Video is the most effective, yet underutilized, tool available to attorneys looking to gain more clients.
@mmogill — creating video content for your practice — Crisp Legal Video
web — www.crispvideo.comtwitter — @mmogilllinkedin — www.linkedin.com/in/mogill