Julie makes a great point: “I also think that you need to be careful not to overuse videos. Just being in video format doesn’t make a subject more interesting or entertaining, and most people would rather read something dry or instructional than wait through a five minute video.” Amen! I tell clients to put a short summary beneath the video. Some people skim. Others watch it all. Still others watch only if they see a reason in the bullet points. And you can always repurpose material into different formats (video, audio, blog post, email) and catch more customers that way. People vary.

And– use video analytics! TubeMogul has them, among others. Even split-testing a page with or without video in Google Analytics can tell you whether a it’s gold or trash.

And, with due respect to Dennis’ detailed and helpful piece on how to use video, I disagree wholeheartedly that Allison’s piece took two days to shoot and more to edit. If it did, the crew’s working slow. Despite the fact that video always takes longer than you think. Production costs have shot way down, so small practices can realistically make videos like this on their own– if you know exactly what you want.

(Even if it’s like my local ambulance chaser’s video. The one with the talking dog. For better or worse, he’s got the #1 spot for “lawyer” in my brain.)

Given a tight budget, most will opt for Example A – set up a handycam on a tripod, sit at your desk and ask your secretary to zoom in (and then out and then back in again) and say your spiel. OK, it can get a brief message out and offer a glimpse of personality but, honestly, not much of either. Granted, in this particular case, it accomplished its goal of introducing the viewer to the content of two specific courses and was not a sales pitch, but this is not your best option in marketing your practice.

Example B – “Allison Margolin – LAsDopestLawyer” was a great example of how to engage potential clients, convey message and personality, and even hold onto someone like me for three-and-a-half minutes who has no particular interest in or need for Allison’s practice. In the video, Allison told me that she is very knowledgeable and really cares about her practice area and her clients. Bingo!

Being the better of the two examples, Allison Margolin’s piece was, by far, the more expensive to produce. It took at least two days to shoot and several more to edit, plus the expense of purchasing additional file footage and a musical track. But, that’s what it takes to produce a truly effective video.

For an attorney opening your own practice, you must factor in costs of marketing and advertising. While video can be used in advertising (running ads on local cable), this is a different type of video that falls into your Marketing column.

Before thinking of producing video, your first marketing step is establishing a website for your practice. Part of your web design must be the inclusion of critical keywords, or metadata/metatags. Once your site is up, then educate yourself on SEO – Search Engine Optimization. Follow simple directions provided by Google and others to maximize your SEO.

Now, produce your video of somewhere between three to five minutes, telling prospective clients what you do and give them a sense of your personality. While YouTube posting is one way, you do not maintain any control over YouTube and what advertising might run over your video. Plus, you are very limited in how much information you can include about contacting your office. (Frankly, Ms. Margolin’s contact info did not hold on the screen long enough.)

Post the video on the front page of your website – make it the focal point. Then, when a person in, say, Springfield needing an attorney to help them with estate planning Googles “attorney Springfield estate planning” your name will appear at the top of the list. When they arrive at your site, you are there to personally greet them and assure them that they have arrived at the right place.

1. Giving potential clients a voice and face to connect to the name. It makes you seem like a real person rather than just some words on a screen.

2. An entertaining video will often hold a visitor’s attention longer and encourage them to look further than a blog will.

3. If you’re interested in doing the lecture circuit, it demonstrates that you are a capable and interesting speaker.

I also think that you need to be careful not to overuse videos. Just being in video format doesn’t make a subject more interesting or entertaining, and most people would rather read something dry or instructional than wait through a five minute video. If all you’re going to do is talk to the screen, it might as well be a blog. You need to do something extra to take advantage of the video format.