On January 24, Moses & Singer hosted the first 2018 New York Small Firm SIG lunch program “Integrating Video into Law Firm Marketing Strategies. The program drew members from both large and small firms who were interested in learning about what is fast becoming a preferred content channel for our target audiences.
Panelists Anca Munteanu, Marketing Director at Moses & Singer LLP and Dave McClintock, Digital Marketing Manager at Epstein Becker Green shared best practices they’ve developed for implementing and maintaining successful video programs at their firms. Also on hand was Rob Weiss, Vice President at MultiVision Digital who offered a “behind the camera” perspective into production. The program was moderated by Small Firm SIG chairs Kim Connolly, Marketing Director at Borah Goldstein and Brandie Knox of Knox Design Strategy.
Key takeaways from the program included:
- Types of videos
- Showcasing attorneys and practices (bios, case studies and overviews). These are especially good to start with!
- Series - daily, weekly, etc. (Epstein Becker’s series is particularly effective and worth checking out)
- Events – repurpose interviews, broadcasts, panels, CLE
- vlogs - ad hoc brief commentary
- Webinar recording
- Pitches - integrate video into presentations
It’s important to remember that video is a marathon, not a sprint: the goal is to build up a video library over time, learning along the way what works best and what does not for your individual firm. A good place to start is by selecting topics for video content that will not soon be outdated.
If getting buy-in is a challenge, find a champion who will campaign for approval and an experienced attorney who is interested in participating on camera. Think about ways to rationalize costs (compare to live event or advertising), get data from vendors and define goals to make your best business case.
If your firm is going “DIY,” some of the production issues to consider are cameras, tripods, mics, lighting, studio rooms, green screen, virtual sets, and teleprompters. Consider that hiring a professional may save you money in the long run.
Stage fright can strike even your most confident lawyers. As trusted advisors and coaches, we can be helpful in making our attorneys comfortable so that their persona and intended message shines through.
Promote video across multiple channels and repurpose into reels and audio podcasts (as well as written content).
And remember: the first rule of a starting a video program is focus first on the business objectives and messaging and determine whether video is the proper medium to support those goals.
For information on future New York LMA Small Firm SIG programs, please check the LMA NY Events Calendar.
Co-Chair LMA New York Small SIG
Marketing Director, Borah, Goldstein, Nahins & Goidel, PC