law firm content marketing

Add Mobile Video to Your Law Firm Content Marketing Strategy

by Kevin Vermeulen • December 28th, 2017 • Content Marketing | Blog

Add Law Firm Mobile Video to Your Content StrategyThese days, when you need something, your first reaction is to reach for your phone. The same can be said about your target market. If they want information right away, they will reflexively use their mobile device to do research. That’s why now, more than ever, videos made specifically for mobile devices are necessary for a successful marketing campaign.

RELATED: How Lawyers Use Video To Build Trust And Their Brand

People use their phones when they’re waiting for something and need to alleviate some boredom. Mobile games, online videos, social media access, and text messaging help pass the time. Your law firm should be taking advantage of this golden opportunity. This is the perfect place for top-of-funnel content to draw in new prospects and leads. Using mobile video is particularly effective in attracting young people.

Content managers and marketers who use videos in their ad campaigns increase ROI by up to 49% faster than those who don’t. Online marketing has advanced a great deal, and so have the benefits of mobile videos. Brands can now use 360-degree videos, live videos, and virtual reality. These video types can transform the brand image and improve its identity. They also enable your brand to deliver high-quality content in real time.

The success of video content has a lot more to do with targeting than it does with talent or production skills. Following are two things to think about to help you make the right choices before you start any kind of video creation.

The Personal Factor

Most consumers prefer to watch a video about a product or service rather than read a long article about it. This preference illustrates the positive effects of mobile video for marketing campaigns. Just putting a video out isn’t going to get the job done though, you’ll need to create mobile videos that are relevant to your brand and connect with the emotions of your target audience. The latter is particularly important in personalization. Triggering the right emotions can create a personal sense of relation and cause significant reactions. When you achieve this, your audience becomes engaged with your content.

Personalization means creating a storyline that your target market can relate to. When consumers watch a personalized video, they get information specifically tailored to them. Think about, for example, creating one video for an audience in the 25-35 year old demographic and another for an audience in the 55-65 demographic. Overall results will be much better with two personalized videos than they would be if you just used a single not-so-personal video to market to everyone. The 25 year olds aren’t likely to react well to a message that appeals to 65 year olds and vice versa.

Most importantly, personalized mobile videos are easy to share. When target viewers are emotionally triggered, they’re likely to share or repost the video — even those who don’t necessarily need your product or service. That kind of brand promotion, a digitized version of word of mouth, is gold.

The Share Factor

It’s important to generate high-quality content. That’s part of content creation 101 because quality content is shareable. If you produce compelling videos, your target market will share them with others. If you’re lucky enough to create something that goes viral, you’ll see a large boost in traffic that usually comes with a significant increase in SEO results too.

If you produce entertaining and informative video content, viewers won’t think twice about sharing your videos. Also, by using major social media platforms like YouTube, Facebook, Twitter, and Instagram (all are accessible on mobile), you’re making it easier for your target audience to discover and repost your content.

Keep in mind that about 751 million users check their Facebook accounts via their mobile devices, and that’s just one social media platform. All in all, videos stand out visually and are likely to catch the attention of your target audience quicker than text-only posts or updates.

Smartphones are ubiquitous, and so is video marketing. Using targeted, mobile-ready videos can have a significant impact on your marketing results. If you’re not using them already, now is the perfect time to add these attention grabbing tactics to your marketing toolbox.

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