Salutations, readers. Mike here. Some of you may already be familiar with me from our email conversations or video appointments at legal conferences, but for those of you who aren’t, I head up the James Attorney Marketing multimedia department. I create standardized clips for our template websites and shoot photos and videos of our attorney clients, among other things.
Since our blogging team’s first posts are focusing on our particular specialties within the company, I want to give a short discussion about the importance of video in today’s legal marketing landscape.
Firstly, let me just emphasize that you need to be using video in your online marketing efforts. We’re all aware that properly written content can be a primary factor in search engine optimization, but ignoring video and focusing solely on the written word is a mistake.
In February 2011, comScore—a leading Internet traffic monitoring company—reported that an average of 179 million Americans watched online video each month in 2010. That is nearly two-thirds of the entire U.S. population. They also noted that nearly every measurable video metric increased from 2009 to 2010, as evidenced by their chart below:
The online video market continues to grow quickly in the U.S., and Google and other search engines are paying attention to this trend. As video engagement increases online, its importance continues to climb in the eyes of the search engines. This means that if your site is updated frequently with videos and those videos are properly optimized, you stand a better chance of increasing your site’s ranking in the search engine results pages.
Now, we know that being ranked highly in Google, Bing, Yahoo, and others is important, but this is somewhat pointless if your potential clients don’t engage with your site, right? Thankfully, video improves website interaction. You want your clients to value your site above those owned by your competitors, and solid video content is a simple and effective way to do this.
Potential clients want clear, concise answers to their frequently-asked questions, and many times this is easier to do in a video clip than through text. Perhaps your website visitors would like to hear you talk about a recent case where you helped someone in a similar situation, for instance, or listen to you describe what happens at a deposition or at trial. Hiring a lawyer can be a stressful process, but you can use video to be the most personable, knowledgeable attorney a potential client is likely to find in your geographic area.
Some of you are probably thinking to yourselves, “If video is so important, why did this guy write a blog post?” Good point, but don’t worry: in future posts, I will be uploading clips and discussing some of the intricacies of multimedia as it relates to legal marketing.
Until then, take care.
Mike Margol has been with James Publishing since September of 2006. He is a graduate of the University of California, Santa Barbara and double majored in English and Film. Initially hired as part of the legal book editing team, he later transitioned partially to sister company PhotoEdit as a photo researcher and staff photographer before coming back to James to help create the current web marketing endeavor along with Jim, Kristine, and Ben. Mike is the head of the multimedia and customer service teams, is a member of Kristine’s web coding team, handles aspects of the email marketing and lead generation campaigns, and occasionally travels to legal conferences as the company multimedia specialist.
When not at the office, Mike is a freelance photographer and videographer and enjoys BMX racing, roller skating, roller blading, running, practicing guitar, music, movies, DJing, classic cars, reading, and writing.