Video Advertising: Past, Present, and Future
Why Video Should Be a Part of Every Law Firm’s Marketing Future
The Past: One Media, One Medium
Video was once relegated to those firms with million plus dollar television advertising budgets. Television commercials were the only way to deliver video to potential customers. Television has always had a broad and powerful reach, so for those firms that could afford it, video brought in clients. Unfortunately, the scales were tipped in favor of large firms. Many small to mid-size practices were unable to foot television commercial production costs and therefore unable to produce video for potential clients. The only platform for displaying video was television, so even lower cost productions were unable to compete in the costly ad buying world of television.
Thankfully, the times have changed. Video is being consumed in numerous ways and has more impact than ever. Data has shown us that today’s consumer is visual. They want instant gratification and video serves the perfect dish. Law firms are able (with the help of a leading marketing team) to produce high-quality video for consumption across numerous platforms. The digital revolution in television has made it more affordable, Over-the-Top options such as ROKU offers law firms the ability to reach consumers at their convenience, and websites bring in a once untapped resource for cost-effective video advertising.
The Present: Jumping into Video
The marriage of television and digital has opened new doors for video advertising. People consume video on a variety of devices, so that gives law firms a variety of options. Marketing to consumers through video is one of the most effective ways to captivate your audience, but you need to understand today’s consumer and learn how to sell your firm in a way that truly speaks to your target audience.
If you have watched television lately, you have seen a dramatic shift in advertising. Commercials have taken on a story-telling approach. They often pull at the heartstrings of the consumer taking you on a journey of love or loss. Data has shown that people want to connect with the companies they do business with on another level. They want to feel good about the products that they buy and the services they use. Industries, including legal, are overwhelmed with competitors. Standing out is important, showing a cohesive brand is imperative. Video, whether it is a television commercial or a short snippet on social media, should show a cohesive brand that compels consumers to choose your firm over your competitor.
The Future: Crossing Over
The crossover between television and digital will continue well into the future. The way we consume video will continue to evolve. It is essential that all law firms start incorporating video into their marketing strategy today and keep ahead of the trends for tomorrow. Video is more cost-effective than ever with options for every budget. Video is the easiest and most impactful way to connect with and engage your potential clients. As the lines continue to cross between the two advertising giants of digital and television, more and more data will be available to determine how to reach your target audience how and when they are consuming video.
Ready to get started? Call Amicus Media Group today. We work with law firms of all sizes to develop comprehensive media strategies. Our team of video production experts will help you create high-quality video for both television and digital platforms that appeal directly to your ideal clients. Do not wait until tomorrow. Call our offices today for a free consultation: (888) 700-1088.
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