As you may have heard, our annual marketing conference will be held on June 2-3 at MCLE, Boston.  (Hey, it’s not too late to sign up!)  One of our keynote speakers for the conference is Michael Mogill, president of Crisp Video Group, a national legal video marketing company that produces high-quality and engaging videos for attorneys all over the country.  Crisp bridges the gap between video production and video implementation, taking a comprehensive approach that helps attorneys build their brands and attract more clients. Michael has been featured in Forbes, Avvo, The Huffington Post and The Wall Street Journal. You can contact Crisp via email at contact@crispvideo.com.  And, if you like what Michael has to say here, don’t miss a chance to see him live on June 2!

With online video traffic experiencing substantial year-over-year growth, research has shown that one fact is certain: people want video, and they will continue to consume it at a staggering rate.

However, using video isn’t enough; how you use video should be the ultimate focal point.  Anyone can create a striking video; the key to creating top-notch video content is crafting the message that it reinforces. How effectively can you tell your story?

First, ask yourself what separates you from the multitude of competitors who offer similar services: Is there something you know that connects you to current clients?  Do you know why your clients chose you over others?  People are emotional beings, and your ability to connect your audience with your brand’s story is the key to a powerful video marketing strategy.

Now, think about the look and feel you want to portray.  Stylistically, is your video visually appealing?  Is it filmed with a professional, high-resolution camera?  Does it use background music to set a tone?  Does it engage your audience and encourage them to take action?  The aesthetic style of your video content is a direct reflection of your brand, and everything must reinforce the message of why your law firm is the best choice for your client’s legal needs.

While your video content must look the part, the true mark of a high-quality video marketing strategy lies in the engagement that it inspires.  Does it truly speak to your audience?  Does it bring you new clients?

Criminal defense attorney Daniel Stockmann is a testament to the effect that a well-conceived video marketing strategy can have on marketing efforts, and here’s how video marketing changed his practice:

It’s the proverbial David vs. Goliath story.  Stockmann is competing with much larger, more established practices with more manpower and resources than he has.  It was clear that he needed to take an aggressive marketing stance to gain ground on his main competitors, but what was the most effective way to do it? He turned to video marketing.