There are many reasons law firms decide to take the leap and invest in video marketing. Videos provide website users with another way to learn about services or products, which can build trust and help drive conversions. Also, video content is shareable on social media and provides an additional way for people to find you on search engines.
But before taking the plunge and spending thousands of dollars, there are several things to consider. Great video content comes with a lot of pre-planning. Important decisions are made at every step of the way of the video production process—from selecting a videography company, to determining video content, to figuring out the best strategy to promote and share the videos.
During this 3 part series, we share some key considerations to help your practice get the most out of video marketing.
4 Things To Consider When Selecting A Videography Company
Many law firms don’t realize the amount of time that needs to be allocated for filming. Most companies charge for a half-day, full-day, or sometimes a two-day video shoot. When selecting how long you want to devote to filming, it is important to ask how long setup and breakdown will take the crew.
Typically, setting up equipment can take anywhere from one to two hours depending on the amount of equipment needed (e.g bringing in lighting equipment). Originally, the plan might have been to prepare for a half-day shoot (roughly 4 hours), but if the first two hours were dedicated to set-up, there will not be nearly enough time for thoughtful and meaningful content to be produced. Ultimately, many companies end up paying extra because they need to extend their time with the videographer. Once you know how long the videographer will take to set up and break down, you will be able to decide if you need a half, full, or two-day shoot and plan appropriately.
Another thing to consider is whether or not the videography company has insurance and owns their own equipment. If anything breaks, they should be responsible for replacing it. The dedicated budget for videos should not be going towards the videographer renting additional equipment or replacing broken items.
Many video companies also like to send a producer. Depending on the number of videos that are going to be created, having a “producer” to keep everyone on schedule is not necessary. Especially, if a half-day shoot is planned, there’s no reason to send more people to the production site than necessary. The videographer who controls the camera should be able to keep things running on time and ask any interview-style questions. This is another way that many businesses end up paying extra for something that is not necessarily required.
Finally, you should also consider whether or not the production company has any experience working with attorneys. It’s not mandatory but working with a video company that is knowledgeable about attorney advertising can help ensure that the videos are in compliance with your State Bar’s guidelines (e.g. not permitted to say “expert” or “specialize in”).
Next week, as we continue this video marketing series, we will discuss how to create video content that effectively resonates with your audience.