You’ve probably heard from some marketing guru that you need to be on video. You may have rolled your eyes and thought to yourself, “That seems like something for other lawyers…not me.”
But the truth is, those marketing gurus aren’t wrong and there’s a plethora of reasons why you should add video to your marketing tool chest.
For example, did you know that YouTube (owned by Google) is the second largest search engine other than Google. Or, TikTok, the video platform that boasts 1 billion (yeah, billion with a B) active monthly users? Are you capitalizing on the increasing demand for and interest in video!?
If not, then why? Bet we can guess your first reason for video apprehension, and we bet we can debunk it. “TikTok and videos are just for kids.” That’s a BIG NOPE.
Did you know that over half of those 1 billion monthly users on TikTok are adults? Did you know that 1 out of every 12 Fortune 500 companies are using TikTok and 62% of businesses use YouTube?
We’re not here to convince you that your clients and audience are on these platforms – that’s just factual – but, we can give you, a professional, 4 reasons why YOU should be posting videos for those clients and audience to see.
#1 TikTok helps you build a habit of consistency in your marketing
We all know the importance of consistency in our business—we set parameters and deadlines for client response and deliverables, we have recurring meetings, and we nurture our developing business relationships.
Nobody is going to argue that consistency isn’t a necessity in business, so you need to think of being consistent in all walks of your marketing efforts, too, right? That’s where video comes into play.
Marketing videos that attract business and create branding impact have to be more numerous than your firm’s annual holiday video e-card. Setting a goal to create and post more videos allows you to craft a plan and stick to it, and your audience will be asking for more.
#2 Using TikTok helps you polish skills that make you more likable, relatable, and marketable
We’ve worked with firms from all ends of the professional service spectrum, and they all had one thing in common – brilliance. Our clients are bright, ambitious, knowledgeable, industry leaders, and we bet you are, too; HOWEVER…
Having that deep knowledge base in your head and putting it to use on paper doesn’t train you to share your expertise with your own voice, which is kind of important in attracting clients, no?
Creating videos awards you the hyper-awareness of the way you speak, carry yourself, and make eye contact. These are great social skills most have, but you need them when talking shop, which is a skill you must practice.
Building a polished presence online positions you as an authority on your particular service industry. Think about it – the best thought leaders and industry pioneers have the work AND the polished image as proof. We innately see a practiced and powerful speaker as more qualified than someone with little or lacking presence.
#3 Tiktok helps you build rapport
While we stress the importance of sounding sharp and standing tall, we encourage all of clients to get real… people want to work with other people.
No one wants to engage with someone if they have no idea who you are, what you do, how you do it, and why you do it. Firm image is important, but so it appealing to your clients and audience on a personal, relaxed level.
We get pushback on video because clients are afraid of looking silly or they feel it’s not effective… these titans of industry would disagree, and they’re getting real to build their brand and engage their audience.
Don’t be afraid to let down your hair and take a relaxed or even comical approach to your video marketing – we even have some tips for creating killer videos.
#4 TikTok will help you be found in Search Engines
Ok, you might have passed on the previous 3 reasons you should use video, but we bet you’re listening now. SEO, search engine optimization, is seemingly the only marketing tool that every attorney and CEO seem to know and care about… deeply.
We get it. SEO is important, and there’s more than one way to boost your visibility and help your clients find you… VIDEO!
Honestly, don’t just take our word for it – the benefits of video for SEO abound.
So, why does video help SEO rankings?
“First, we know that when Google shows a video thumbnail next to a search result, which it does for 26% of search results according to BrightEdge, users are more likely to click that listing. The presence of the thumbnail makes the result a “rich snippet,” and rich snippets tend to have higher click-through rates than standard snippets.
We also know that Google has been rumored to prioritize search results with video above results without video. While Google hasn’t explicitly confirmed this idea, many marketers agree that their SEO results suggest that it’s true.”
If you’ve been on ANY social media platform in the last year, you know that they are ALL prioritizing video and rushing to build video-creation and editing tools into their app.
You may not be ready to commit to doing business in the meta-verse just yet, but we hope you’re able to see just how powerful and useful (and FUN!) videos are for doing business in the real world. Let us know if you need guidance on creating the most perfect and personable videos. Your digital marketing gurus are here and ready to perfect your digital presence.
