Inbound Marketing with Video for Law Firms & Attorneys

Let’s face it, law firms have had a harder time generating leads and new clients as competition has increased. Some law firms work with individual clients, while other firms specialize in B2B clients. Inbound marketing with video content can set your law firm apart from the rest and attract both of these target personas. Law Firms have seen incredible results with video for inbound marketing. What I’m going to share with you today is our proven inbound marketing with video formula for law firms that attracts, engages, and converts more clients.

Inbound Marketing with Video for Attorneys: Why is Video Important?

Video is important for attorneys because it helps achieve three primary goals that must be reached in order to win over a new client:

  1. Builds Trust
  2. Influences the Prospect’s Decisions
  3. Accelerates the Attorney & Client Relationship

We have found that there are three main reasons people make decisions on who they want to work with. People want to know, like and trust the people they are hiring. Think back to the last time you paid someone for their services. Odds are you know them (or someone you know recommended them), you liked something about them, and you trusted them with your cold, hard, cash.

Why people watch video:

  • Almost 50% of your brain is involved in visual processing. (Human Anatomy & Physiology 7th Edition)
  • We can get the sense of a visual scene in less than 1/10 of a second. (Human Anatomy & Physiology 7th Edition)
  • 67% of the audience were persuaded by the verbal presentation that had accompanying visuals. (Effectiveness of Visual Language)

Video Marketing Formula for Attorneys:

There are five essential videos that every lawyer needs in order to grow their law firm. Each of these videos server a specific purpose in attracting clients, engaging clients into becoming a lead, and converting those leads into clients. Some of the videos will have a certain amount of overlap in what they are helping the law firm achieve with their video marketing efforts. They are in order of importance with some examples that we have produced for a client of ours.

1. Law Firm Overview Video

There’s a reason that you became an attorney. There’s a significant reason that you are an attorney that is willing to work hard for your clients. People that are being introduced to your law firm for the first time need to know that reason why. They need to know and they want to know why you choose to represent your clients. Law firm overview videos or attorney profile videos help you tell that story.

Why? Because they help you tell your story in the best way possible. The prospect can see you onscreen, speaking to them. They can feel the passion you have for helping your clients.

What to include in your law firm overview video:

  • Why your firm does what it does.
  • Tell stories from working with clients.
  • Explain why the way your firm does things are better.
  • Give a brief history (super brief) of your firm.
  • Call to action – tell them why they need to contact you.

Tell a story for the best results. Remember, this is not the sales pitch. This is an introduction to your law firm.

2. Client Testimonial Videos

Did you know that 79% of consumers trust online reviews and testimonials? Client testimonial videos leverage the hard work that your firm has done to have satisfied clients. Now you give the opportunity for your prospects to hear first hand from your current or past clients.

What should you ask your clients to talk about in client testimonial videos:

  • Why the recommend your law firm.
  • What their experience was like working with you and your legal team.
  • What were the results of their case(s) with your representation.
  • How likely they are to recommend your firm to family, friends, and colleagues.

When this type of video is used within your sales process and in conjunction with your other premium content can dramatically improve conversion rates.

3. Landing Page Videos

There’s a reason why law firms with excellent conversion rates on their websites use landing page videos. Sometimes called welcome videos or call-to-action videos, they are video content that is created specifically to make people take action. The action that we want them to take on your website is to convert into a lead.

When the visitor first arrives on your website, there is a very short period of time that they will stay on your website before they leave. That time is typically less than 6 seconds. That means that within the first 5 seconds you need to engage them in a meaningful way. Using videos that automatically play are sometimes annoying but they are highly effective.

What you need in your landing page videos:

  • Introduce yourself or your firm
  • Explain what they will find on this page
  • Tell them why they should be interested in your firm or the content on that page
  • Tell them what to do at the end of the video (your call-to-action).

If you use auto play on the video, ensure that the stop controls are available. These videos can vary in length from a short 30 seconds or even as long as 5 minutes. I would try and keep it on the 1-2 minute range. 

4. Educational  Video Content

One of the most effective ways to build trust is to educate. When you are teaching someone or answering their questions they view you as the authority on that subject. It has a powerful psychological effect on the person without them even realizing it. One of my favorite moments was listening to someone share what I taught them in a video with someone else. That’s the kind of effect that you and your firm can have on people. 

Educational videos server several purposes. First, they are content that is out on the internet which will attract visitors to your website. The content will answer their questions enough for them to take the next step and contact you. As mentioned previously, they are relationship accelerators and can significantly influence the prospects decisions.

How to create educational video content:

  • Answer the questions that your prospects ask you when you do you free 30 minute consultations.
  • Have your list of topics that you need to cover.
  • Be specific. It’s better to have a short video that talks about one topic than a long video that covers several topics.
  • Film two takes for each one topic if you answer the questions on the fly and do not read from a teleprompter.
  • Reference other videos that you have filmed that go into detail about topics related to the video your filming at that moment.
  • If you’re going to mention statistics make sure you have the reference where you got those numbers.

Once you’ve created this video content, you’ll want to publish these videos on your blog. These are great pieces of video content that can be shared on social media channels like Facebook, Twitter and YouTube.

You can even use these videos as part of your follow up strategy with prospects. For instance, if the prospect becomes a lead, you can send them additional videos related to the topics that they have previously viewed. Getting this data is possible when you use a marketing platform like HubSpot in conjunction with your video hosting platform like Wistia or Vidyard.

5. Law Firm Case Study Videos

Prospects want to see that you’ve delivered results for your clients. There are a lot of similarities between testimonial videos and cast study videos. The major difference is that a case study video is about one client in particular. When your firm is directed by a client to provide legals services to resolve or prevent a problem gives your firm the opportunity to deliver an amazing experience. Case study videos can help set your firm apart from the rest and showcase your expertise. These videos have a great effect on how people make their final decision with who to choose as their law firm or attorney.

What you need in your law firm case study videos:

  • The problem that your firm solved.
  • The challenges that your firm faced in order to solve the problem.
  • How the challenges were overcome by your law firm.
  • The results of the case (or cases) that you handled.
  • The reaction of your client when you solved their problem.

Case study videos for attorneys should be part of a greater presence on your website. They should be placed on a page that goes into detail that will support your case study video.


Growing your law firm is an ongoing challenge. What is great about using video with inbound marketing is that it makes all of your content marketing efforts more effective. Videos have an enhanced effect on people that can’t be met or overcome by many other marketing tools and tactics. I invite you to share what your video marketing results are in the comments below. I’m looking forward to hearing the incredible results from leveraging this video marketing formula for attorneys.

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YouTube vs Wistia: What’s The Best Video Hosting for Video Content Marketing

YouTube vs Wistia: What's The Best Video Hosting for Video Content Marketing

So I get asked a lot. Where should I host my videos? Should I put them on YouTube? Should I put them on Wistia? Should I use Vidyard? Should I use Brightcove? There are always different places that I can put my video content on where should I put it and I tell people it really depends on what your goals are.

So by now you have to have your video content on YouTube, you are foolish if you don’t. And the reason why is because it is accessed to one of the largest audiences in the world. There are 4 billion views on YouTube every single day. That is crazy to me! 4 billion videos watched! So you need to have your video content there. That’s the first thing; you got to have some video content on YouTube.

And I’ll explain a little bit on how you should format that content for YouTube. Because it’s gonna be different then if you host that video on your website.

So first thing put video on YouTube, it has to be there. But then here’s the next thing what kind of goals are we trying to achieve? And really there’s kind of two that really impact where you gonna host your videos and this is gonna be our goal is to create brand awareness. We want people to know about us. And then the next is to increase conversions. So we want people to either convert as a lead or we want to convert them into a customer. So that’s our goal, conversion optimization is our goal.

And then the next one that kind of comes in there is we want to create video content that is going to help us on social media and on our blog and be able to attract an audience to be able to see our content. And so with each of this goals you kind of have some there’s a little bit overlap to each one of them however really at the end of the day the goals gonna drive where you put your video.

So let’s start with brand awareness like likes, shares and things like that. So when creating a brand awareness campaign you have to have that video content on YouTube. It has to be there. It is going to enable you in front of the massive audience that is looking for services or products or anything that you’re offering there looking forward on YouTube, there looking forward on Google. And Google right now they’re on YouTube and they favor YouTube videos within the search result a lot.

So brand awareness, bar none has to be on YouTube. If we are trying to get people to convert on our website, either to become a lead or become a customer then I would recommend that you host your videos with a company like Wistia, and they’re a business video hosting platform and they do more than just host your videos for you.

Their software platform actually provides massive amounts of analytics and data. So there are a lot of features that Wistia has with it. Basically be able to see how much of your video content is being watched you have a hit map of what video content has been watched and what it allows you to do is understand what part of your video is either making people convert or making people drop off and leave or not make that purchase.

And you can’t really get that type of analytical information from YouTube right now. That’s why I would host any type of conversion optimization type of video content on a video hosting platform like Wistia.

The next kind of goal that will have is the social media type of goal like likes and shares and also getting links and kind of traffic organically to your website. And for this you can use YouTube as a way to host your videos for that absolutely, however it has a lot of YouTube branding on it. It lets you embed the video properly. After those videos watched? There’s like 9 different options of suggested videos that Google offers. So then they watched that video and now they’re leaving your website there clicking through and watching another videos something totally different something nothing to do with your product or services or whatever it is you are trying to offer.

So that can be a real detractor of why you would not want to put your videos on YouTube for that or at least embedding your YouTube videos on your site for that. So in that case, I recommend using self-hosting or something like the business video hosting platform like Wistia or Vidyard either one of those are really good I’ve seen so far so I’ll try to play too many flavors but we use Wistia so you know that might have something to do with it.

In the end, if you’re going to try and have for instance a content marketing campaign that’s video centric; You’re producing video blogs or you’re producing interview style videos or something like that. Then I would say that you’re gonna be better off having the analytics and having better control of your video content by using a self hosted or a business video hosting platforms like Wistia, or Vidyard. Sometimes I hear about Vimeo and it’s a great platform to host video. It has a great quality. They do really great job of keeping the video quality itself of what you upload to be really good compared to other hosting platforms that really compress it a lot more. But let’s face it, Vimeo is great for creatives but it’s not that great for people who is trying to grow their business. Keep that in mind.

I hope that this had helped you better understand:

  1. How we host our videos
  2. How we go about that process of video content marketing
  3. Which type of video hosting platform that we would recommend base on your video marketing goals.

So thanks for reading and as always I love to hear your feedback so in the comments below make sure that you ask any questions or if you have any kind of comments or anything like that. Ask away and maybe you’ll be featured on one of our next videos or blogs.

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5 Videos that Attract, Engage & Convert Leads to Customers

5 Videos that Attract, Engage & Convert Leads to Customers

There are the five videos that every business needs in order to grow with video content marketing. Whether you’re B2B, or B2C; whether you sell a product or a service, these are the types of videos that you’re going to want to use. The videos coming up will be used at each stage of your sales funnel or buyer’s journey. Each video has a specific strategic business goal that it helps you achieve. There is some overlap in benefits however they each perform better at their specified goal.

You might notice a lot of videos from one particular business. This is because they are absolutely “killing it” when it comes to doing things right, generating leads and on-boarding customers with video content. Here’s a case study you can review if you’d like to learn more.

Related Article: How to Map Video Content to Your Buyer’s Journey

#1 – Thought Leadership Videos & Interview Videos

We hear a lot about video blogging and video content marketing. You might ask, what’s better? Should I try to do a blog or try to do a video? We see that since written content is great, if you’re not doing any type of blogging, I would say you have to do some business blogging. But if you want to see even more engagement, then you’re going to want to use video because it’s four times as engaging, than written content. If you’re going to be investing in content marketing, why go with something that’s only giving you a limited result, when you can have even better results. Some of the different benefits of using interview style videos is being able to attract leads to your website, answer your buyer questions, build buyer trust.

Strategic Business Goals:

  • Attracts leads
  • Answers buyer questions
  • Builds buyer trust
  • Build relationships
  • Educates future customers
  • Influences buyer decisions
  • Sales tool

[Tweet “Capture amazing content for blogs with interview style videos”]

How many of you guys have a hard time getting really good blog articles, or any type of information from the people that are experts? It’s difficult to get people to commit to sending you an email with their answers. This is how we get it. You sit them down in front of the camera. You ask them to talk about their business and their passion, and answer all those questions that they’re asked all the time on the phone during your consultations or sales calls. This is the way you get it across. It’s easy, it’s simple and you can record, we can do in four hours 50+ videos like this. So it can be very efficient.

#2 – Landing Page Videos:

We all know about premium content offers. These are great lead generation tools. On each landing page, we recommend a video. Did you know that using video on landing pages can increase conversion by 80%?! The video can be 30 seconds or it can be five minutes. There’s no like magic number of the length of an ideal landing page video. What you want to do is if you can get your message across in 30 seconds, it’s a 30-second video. If you can get your message across in five minutes, it’s a five-minute video. That’s how you determine the length.

You want to create desire, include the value proposition, and incorporate the benefits. This is going to entice them to convert. A lot of times the video is supported by the bullet point copy that’s included on your landing page. You can have it auto play or you can have people click on the play button. Both versions require you to test it on your audience.

Strategic Business Goals:

  • Creates desire
  • Clear value proposition
  • Converts leads
  • Thorough yet concise
  • Increases Conversion Rate

[Tweet “Using video on landing pages can increase conversion by 80%?!”]


#3 – About Us / Corporate Profile Videos:

This is where you really focus on your ‘why’. If you are not familiar with Simon Senik you need to watch his video: “Start With Why”. Click Here to watch the video “Start With Why” Focus on why you do what you do in your business. This is not a video about how you and your company are so amazing. It’s not why we are the best at everything. Nobody really likes to watch those kinds of videos and the goal is for people to watch your video and be engaged with your brand. So much so that they feel compelled to share it with others. You want to tell a story; tell a way that you’ve been able to engage your clients, your customers or however that works and how you help them and that help solved that problem that they’re having. Tell a story for the best results.

 Strategic Business Goals:

  • Tells your “WHY” story
  • Builds brand respect
  • Builds trust
  • Starts relationship
  • Builds brand loyalty

[Tweet “Tell your “WHY” story with a Corporate Profile or About Us Video”]


#4 – Testimonial Videos:

People want to see social proof that the products or services that you offer are legitimate or deliver results. There’s not a magic number of reviews that you need but if you have them people will read, or watch everyone of them. They’re like flowers to bees – they love all of them but they like beautiful ones more. Video testimonials are even more powerful than written text. Take excerpts of the videos and place it all over your website. Don’t build a testimonial page on your website. Put testimonial videos where people are researching information like your blog or services/product pages. Put them where you want people to convert. You can also send these video to your email list depending on where they are in your sales funnel. These videos can be the deciding factor for customers to choose you or to not choose you.

Strategic Business Goals:

  • Social Proof
  • Builds brand respect
  • Builds trust
  • Builds brand loyalty
  • Influence buyer decisions
  • Creates desire
  • Preempt competitors
  • Close more sales

[Tweet “Testimonial Videos Provide Social Proof “]


Product Demo and/or Explainer :

There are two types of video featured here. There’s a difference between a product demo and an explainer video.

If you have a product then you’ll leverage product demo videos as that 5th essential video.

If you have a service an explainer videos as that 5th essential video.

You can have some overlap but for the most part, these are the where you need to start. Product demos can showcase exactly how a product works, how it’s used, how it’s different, etc. It can be really boring or they can be really entertaining. You’re style will impact effectiveness of each video. Explainer videos can show very well a process. What steps need to take place in order for something to be successful. Each of these videos make it easier for customers to understand what they’re about to purchase (of have already purchased).

Strategic Business Goals:

  • Concise & easy to grasp
  • Influence buyer decisions
  • Creates desire
  • Preempt competitors
  • Increase conversions
  • Close more sales

[Tweet “Help Customers Make Buying Decisions Easier with Explainer Videos”]



We’ve had the opportunity to work with several innovative companies in Atlanta and a cross the country. The focus has always been how to generate more leads and do it better than their competition. This has lead us to constantly be looking for ways that are going to be even more effective. This journey has lead us to leverage video content. I hope that these five videos will help you grow your business. Please continue the discussion in the comments below or on Facebook and/or Twitter.

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If I’m a SAAS Start-Up What Kind of Videos Would I Produce?

If I'm a SAAS Start-Up What Kind of Videos Would I Produce?

I’ve been fortunate to work with several start up businesses in many different industries that have leveraged video as part of their launch strategy. When thinking about what kind of videos we should produce, clients would often look at their competitors or what other businesses have launched with. I don’t necessarily believe that that’s the best way to determine what kind of video you need to create to launch. What if their research or the competitors research and decision for making that video is incorrect?

So today I want to review some different kinds of videos that if I were to start-up company, what kind of videos would I create to help me launch and market my business.

What I’m going to do to help show the videos that I would create for my start up is to choose a particular industry. Every industry is different there might be some overlap but for the most part what will pertain to one industry may not apply to another. For instance if you are a startup technology company and your target market is law firms then you are going to create video content that will appeal and be distributed on channels that legal professionals are going to be.

So I’m going to be talking about videos for start up SAAS technology companies that provide a service for attorneys.

The First Video

The very first video that I would create would be a short 45 seconds explainer video. This video would dive straight into the benefits of my service to my attorney clients. It would briefly explain how my service works. And it would include a call to action to sign up for a free 14 day or 30 day trial.

The video would be placed on my homepage above the fold and have directly below it a sign up now button as well as a setup a free demo button.

We would make the video concise and brief This is the first video that we want our newly arrived prospects to watch. The video would include the very best benefits and also speak directly to our legal professional persona.

The reason why I would want this to be the first video is because I want to give the most important information to my prospects as early on in the buying process as I can. Because if they watch this video and can see the benefits, then they are more likely to purchase my product.

I want them to convert into a customer after signing up for the demo.

The Next Video

The next video that I can would create would be a very simple walk-through video sometimes called a screen cast or a webinar style training video. This would explain how to get their demo set up and whatever kind of information that they need to put into the system in order to properly do whatever it is my service does.

This would be in place to complement a FAQ section or help section within the website but make it easily accessible, easy-to-use, and short. Hopefully the sign-up process and set up process is simple and doesn’t require a lot of data entry.

I would create this video because I want people to start using my demo. I want to reduce the friction for them to adopt and really try this software out. If I can get the right person using this software and seeing how they can have immediate value added to their law firm then I want to make it as easy as possible for them to do that and understand how to do that.

The Next Series of Videos

The next video or videos that I would create would be 7 benefit focused videos that would follow up every other day during the trial period. These videos would be very simple maybe only 60 seconds long and have a member of the staff explaining these different benefits of our product and service. The video content would be focused on the most common questions that my sales team is asked about our product and service. They would not only answer these questions that arise during the demo but show the benefit and focus on the value in that answer.

Now that I have my primary sales funnel middle of the final videos in place I would then create videos to attract my personas in the legal profession.

These videos would be middle of the range budget wise so something that either my internal team of my start up could produce by getting flip cam or even using the camera on my computer if I really needed to bootstrap the budget. Otherwise I would hire a production company to come film at my office for the day and I would produce 20 pieces of video content that answer the questions and solve the problems relating to my service that my personas are looking for online.

Now the videos that I mentioned previously (the website intro video and 7 sales funnel videos) I certainly would have used a professional video production company to create because my start up needs to focus on what we do best which is provide the best service for law firms.

Wrapping Up

So these are the videos that I would create if I were startup technology company focusing on law firms for my product or service. Each of these videos have a goal of providing value to my target market. None of these are meant to close the deal but they are there to support the sales process.

The sales process would include blogging, webinars, email marketing (email automation) and workflows.

Hope these video ideas help you get started leveraging video content. I should have another industry example published soon.

Please leave your questions and feedback in the comment section below. As always, if you have a question you’d like answered on this blog, email me and I’ll get it written up here. Have a great week!

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How To Produce Amazing Website Content

How To Produce Amazing Website Content

Writing amazing copy for your website can seem like a daunting task. You must write content for not only your website visitors but also for search engine robots. SEO copywriting involves writing engaging and interesting material while at the same time using proper key wording to be found online. Using these two tools in conjunction you will be found more easily online, and will also be able to keep your viewers reading.

One of the best ways of creating consitant content on your website is by blogging. There’s more information on generating leads from blogging by reading this article here.

Here are five rules for SEO copywriting that can help anyone writing in any field.

  • Keyword Search

Know what keywords you want to be found under online. This means when someone looks up your product or service you know what the keywords they are going to use are. You should then monitor the popularity of each word, and adjust accordingly.

  • High quality text

Try to keep each post at least 250 words. Aside from length each post should contain interesting informative information about your field of interest. Provide your readers with good incentive to keep reading.

  • Don’t just duplicate

Avoid copy-and-pasting pages that are very similar, because Google will erase duplicate pages from the index. So instead of detected to very similar pages, only one will show up in searches, thus defeated the purpose of having more than one page.

  • Manicure your keywords

It’s always smart to use a grouping of keywords that share a common phrase, idea or theme to optimize one page. This will help the search engines make the connections between the various words, and help tie multiple pages together.

  • Tend your Keyword Rankings

Be sure to determine the keyword ranking of your keywords in order to ensure that the right words are working for you. Keep the ranking of the words you want to be known for high is almost a no brainer, while keeping the words/ideas/feelings you don’t want to be associated with as much, lower.

There you have it, five tips for amazing website content and better SEO copywriting. Hopefully these tips help you convert more leads be found more easily in search engines.

As always, we try and get the most benefits from any project we work on. Having amazing website content for search engines and visitors can go a long way and be used in many forms. You can take this copy and convert it for use in your script for a company overview video or company promo video. The same amazing copy can be used in your print and online advertising efforts. The same copy can be used in your social media marketing campaigns. The opportunity is truly endless, however it takes strategic planning and marketing expertise in order to execute and deliver results.

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How to Boost Your Content Marketing Strategy With Video

How to Boost Your Content Marketing Strategy With Video

Video content marketing is a widely unadopted tactic by marketers yet is outperforming typical content marketing strategies. Content marketing is certainly working well for businesses, since 41% of marketers say inbound marketing produced measurable ROI in 2013. However, those that incorporate video strategically, as an additional layer to their inbound marketing, are leaving their competition in the dust.

Vidyard recently published a study stating 71 percent of marketers said their video content’s conversion performance was either somewhat or much better compared to other types of marketing content.

This kind of performance is noteworthy… so take note!

We’ve also seen a shift of mareters that are now valuing video content as being far more important regarding their marketing ans sales content.

95% of the participants reported that becoming somewhat or far more important as a form of marketing and sales content, according to the same study by Vidyard.

You can access the complete study here. With all of this information and data that’s been collected about video content performance and being more and more important to marketers, how can you leverage video within your company?

Boost Your Content Marketing Strategy With Video Content

Odds are you already have a blog on your company website. You’ve been blogging for months now and at a pretty rappid pace because you know that that’s what’s driving traffic to your website. If your content is providing value, your readers are sharing and commenting and things seem like they’re going great. How can you improve your engagement even more? How can adding video content increase the likelihood of a prospect purchasing your product or service? Here’s how you can do it!

There are three primary types of goals for your video content:

Each of these goals demand an optimized video experience. Keep in mind that the type of videos that you create might appear to be directed at multiple goals and you are likely to get a little “goal overlap”. This is true but don’t get confused with trying to achieve all three from one video.

What’s important about the video goals you choose are the metrics you look at to determine success.

Brand Awareness video content looks like this:


Conversion & Traffic Generation videos look like this:

With these videos, you’re looking to increase the conversion rate on a landing page or product page, as well as generating organic traffic to this page.

Gain Links & Social Shares Videos look like this:


Using Video Strategically to Increase Your Authority

Now that you’ve chosen the video content that you want to create based upon your goals, how can you use this to help increase your industry authority? People buy from people and the stronger the relationship that you can build with your audience the more likely they are to purchase from you.

There might be one specific goal that you’re seeking to achieve with your video content but you should have 7 strategic goals attached to that one goal.

  1. Build Brand Respect
  2. Build Buyer Trust
  3. Create Desire
  4. Preempt Competitors
  5. Build Brand Loyalty
  6. Influence Buyer Decisions
  7. Close More Sales


All of your video content can be leveraged to achieve these seven strategic objectives but only if you plan ahead of time.

Build Brand Respect & Build Buyer Trust
Building brand respect and trust go hand in hand. This is achieved by being authentic. In your videos, be yourself, showcase your company culture, and have fun! (Unless you’re a not so fun brand, then just be boring and see how that goes for you.)
Create Desire
You can create desire for your product or service simply by educating your audience. Odds are people are watching your brand awareness video content as a way to find a solution. If you’re the one providing that solution you’re building a relationship with them and increasing the desire they have to purchase from you.
Build Brand Loyalty & Preempting Competitors
Brand loyalty is shown when you’ve effectively preempted your competitors. Wouldn’t you like to have all of your prospects buying from you and not your competitors?

Building a relationship with your audience through video content is more engaging than other forms of text content. This means that people are going to feel bad if they purchase from someone else because they will feel as though they are violating the trust that’s been built through a strategic process.

Not that these relationships you’re building with your audience are false, quite the contrary. The relationship that you’re building is real and authentic, you’ve just created a system that can build it more effectively and faster.
Influence Buyer Decisions & Close More Sales
Having influence over buyer decisions and the ability to close more sales is strengthened by your video content. Videos are not going to be the single determining factor when a buyer is making a purchasing decision but they do have a major impact. There’s a 64% increase in a prospect’s propensity to buy from you after watching a video. (Internet Retailer) You videos need to be placed strategically within your sales process from awareness, consideration, and conversion stages.


How Can You Get Started?

The first thing that you’ll want to do is choose your goals. Phil Nottingham says:

Before creating a video, fill in the blanks: ‘The purpose of this video is to ____ the audience to ____.’

Once you have decided what kind of goal you have, you’re able to take the next step of determining how this is going to fit into your inbound marketing strategy.

One of the best ways that you can get started with video content marketing is creating videos based off of your best blog content. You have already measured the success of that article based upon views, links, and shares. Now you can turn it up a notch by adding a simple video to it.
Here are a few examples of blogs that we first published and then created a video to complament it.

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How to Reach C-Level Executives: Use Video Marketing (Part 2 of 3)

get in front of coo,cxo, cfo, ceo, coo

As a continuation of our series about How to Reach C-Level Executives: Use Video Marketing we hope you enjoy part two!

With the short amount of time allotted to reaching C-level executives, there really is only one method available to perform the necessary outreach of the advertising campaign: video.

Video provides benefits no other form of marketing is able to produce, making it invaluable in pushing the material and services you and your own company provides.

Video content marketing, while still growing in popularity, is one of the very best ways to driving home an idea and drawing the interest of a perspective party. Due to the time limitations of the C-level executives, this is your best course of action.

Video Content is More Popular than Ever

Online videos are more popular today than ever before and this popularity is only going to increase. In fact, a total of 83 percent of those polled said they either agreed or strongly agreed with watching more online videos today than they had the previous.

These kinds of numbers point to a rather significant increase in not only the popularity of the online video market but also the sheer number of videos online. This points to the importance of not only creating video marketing but to also ensure it is of the highest quality, as your marketing material now has more competition for potential views.

Benefits of Video Marketing According to Forbes Insight:


  • 65 percent of all executives who watched a work related online video all the way through eventually visited the vendor’s website.
  • Another 53 percent of viewers searched for additional produce information.
  • An average of 42 percent actually went on to make a business related purchase.
  • Even 30 percent of C-level executives state they have contacted a business after viewing a video ad through YouTube.

These statistics show remarkable benefits to producing a quality, online video. Of course, in order to garnish these benefits, the video must remain of the highest quality, as executives with tight schedules are not going to sit through inferior productions when they have more important tasks at hand. Video marketing stands as the best way to reach these potential, high-end companies, but only if it is done properly.

Video is Preferred Over Text Content

video content vs text content
(thanks Wistia for the image 😉

With the short time allotted to you to grab the attention of your target audience, you need to demonstrate why the C-level executive should select your product or purchase your services.

Large, thick paragraphs generally are not the answer, as few people actually want to read through every piece of marketing literature they receive on a daily basis. There simply is not enough time in the day to do this.

Your website can contain all of the necessary literature they might need to answer important questions, but in terms of grabbing their attention and turning on their interest, video is the way to go.

This is the easiest form of obtaining information the executive has. All they need is to click “Play” and you provide the information. While a catchy headline or image does help the word-based marketing platform, there is only so much that can be included and it all takes longer to grab the attention of the reader.

With more and more executives turning to video on a daily basis, it simply means your video has a better chance of catching their attention than another company who only produces text and print based marketing.

High Quality Video

With more and more videos going online for executives to find, it means you have more and more competition. This simply means you need to improve upon the quality of the video. This revolves around both upgrading the specifications of the video to high-definition and high-end audio.

You should to upgrade the overall appearance of the video as well, using professional lighting, graphics and music. While producing a high quality video does typically cost more, your marketing results depend on having a world class video.


Getting in front of c-level executives is never going to be an easy task. I hope that these insights into how executives are choosing video content over other forms of media is going to make you consider adding video to your marketing strategy. Looking forward to your feedback and questions in the comments below. If you like this article please share it with your friends and collogues!

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14 Video Marketing Tips from 5 Leading Video Hosting Providers [VIDEO]

14 Video Marketing Tips from 5 Leading Video Hosting Providers

I’ve been writing this article for some time now. It’s taken me a while to get it all together but I wanted it to be just right. I sought out the advice from 5 of the leading video hosting platforms for business. Each one was asked what tips would they give businesses regarding video marketing. What we received from them is beyond stellar. This is huge advice from the video hosting experts on how businesses can leverage video marketing like a BOSS!

Video Marketing Tips from the Leading Video Hosting for Business Providers

uStudio logo Do More with Video  | @ustudio


“Remember video can and should be used at every stage of the sales process. The best video marketers are empowering sales teams with video for personalized and trackable communication. Look for tools that will help you measure the true ROI of your marketing videos. When you know which videos are actually contributing to revenue, your video marketing strategy practically creates itself.”

Key Takeaway: [Tweet “Track your video content that contributes actual revenue @ustudio”]

wistia-logo-full Video Hosting for Business | @wistia


I had a wonderful conversation with Kristen C. over the phone from Wistia. I don’t have any exact quotes but I did take some concise notes 😉

Creating a video is only half the battle. Once you have your initial video content, how do you get it in front of your audience? If you’re looking to generate traffic organically, you need to have a video SEO strategy. Using a video hosting platform that has SEO tools built-in is a time and resource saver.

Make sure that your video content supports your goals. If you want to grow your email subscriber list, educate your existing subscriber list, grow your organic traffic, or even lower your website bounce rate, make sure that your video content is geared to support that goal.

It’s not enough to just produce a video and put it on your website – you need to use it intelligently and leverage the right toolset to reach your video marketing goals.

Key Takeaway:  [Tweet “Have a video SEO strategy and use video intelligently to reach your goals @wistia”]

vidyard logo black small Video Marketing and Sales Enablement | @vidyard


Always have a goal for your video. Before you click Record, know what success looks like, how you plan to measure it, and what your KPIs are! You’ll never know if something is effective if you don’t have a goal!”

Understand your audience. Not every viewer wants to sit through 10 minutes of video, and not every prospect responds to animated content. Understanding what your buyer profiles are lets you tailor content to your specific goals, and provide the right content for the right audience.”

Do your homework. There is no industry too boring for video, but there are a lot of boring videos out there. Explore the kind of content your audience interacts with and build your videos accordingly. If your audience loves testimonials, start getting your customers on film. If your audience likes humour, don’t be afraid to show the lighter side of your company, product, or industry!”

Don’t be intimidated. Anyone with a smartphone and a basic suite of video editing tools can produce video that works. Start small – interview professionals in your industry, or make a screencast that shows off a little known part of your product or service. Don’t be afraid of video – it’s effective, easy, and powerful!”

Make sure your videos are engaging. Getting a million viewers on your videos is great, but if they only watch the first 10 seconds of your content, they’re not really engaging. Shoot for videos that keep viewers engaged for the long haul – if you aren’t seeing 50-60% of viewers watching until the end of your videos, it may be too long, or something about your content is causing viewers to drop off early.”

Put your video data to work. Connecting your video data to your marketing automation and customer relationship management platform means you can score, nurture, and segment leads based on their viewing behaviour. If a prospect watches 100% of your video, your sales team needs to know, and your marketing campaigns should react accordingly.”

Key Takeaway: [Tweet “Have a goal, know your audience, do homework, get engagement, leverage data @vidyard”]

viddler logo Business Online Video Hosting Platform & Solutions Provider | @viddler


“Online video is no longer about getting views. It’s about what your viewers do and remember after they watch your video.”

– Now, Viddler responded quickly to my tweet request so let’s not be too hard on them. They put together probably the best tip that anyone could in less than 140 characters. I would encourage you to tweet them your questions and give them a chance at answering them. *Updated* 8/22/14 (Viddler sent us some more tips! – Thanks Eric!)

We have two tips to improve your video effectiveness:
1) Making videos interactive improves message retention and makes a lasting impression with your audience. Engage viewers with interactive videos by using timed overlays, quizzes, and video sequencing based on user actions.  
2) The ability to track video’s affect on goals is essential for businesses. By integrating your video and web analytics, you can see the direct impact your videos have on your website goals such call-to-action clicks, leads and sales.
Video Marketing is only the tip of the iceberg for online video. It can be used for customer support, internal training, and many other applications. Companies need to consider the needs of the entire organization through the use of secure, interactive video. 

Key Takeaway: [Tweet “Video marketing is what your viewers do & remember after they watch your video @viddler”]

RAMP logo

Ramp: We Make Video Valuable | @rampinc

“Transcripts are a video content marketer’s best friend. Search engines can only crawl what they can read. Transcripts supercharge the SEO value of your video and will provide your video with the same search and discovery opportunities of that of a traditional text-based article.”

“Since most consumers like visuals over text, your video is sure to attract a larger audience. However, if your video isn’t engaging, you’re not likely to convert. The best way to engage your audience is to create a viewer experience that keeps your visitor on your page. Ideas include interactivity or behavioral recommendations.”

“One of the most important goals of content marketing is conversion – always include calls-to-action (CTA) with every piece of content you have, including video. Better yet – make your CTAs contextually relevant to the content in the video, and track which parts of the video are driving the most conversions.”

Key Takeaway: [Tweet “Get your viewers to interact with your video content @rampinc”]

My Thoughts

I want you to know that these companies are each awesome. They responded quickly to my request with a beyond excited attitude. I would encourage all of you to reach out to each of these respective companies with your questions.

A special thank you to everyone at uStudio, Wistia, Vidyard, Viddler, and Ramp for their participation and awesome advice!

I’m looking forward to hearing your feedback and additional questions/advice in the comments.

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How to Increase Email Marketing Results with Video Marketing

How to Increase Email Marketing Results with Video Marketing

Marketing for any business can often prove challenging. Even after you learn your key demographic, you need to know how to reach them and discover the best method for interacting with them as well. Email marketing is one of the most used methods of communicating with potential customers. There is no one right answer, but using a few different variations in your marketing approach is always a good idea.

Email Marketing with Video is Like Icing on a Cake

small__7584127598For those of you that don’t like icing, I know how you feel, but you still get my point. If you want to eat your cake and have it extra sweet, add video to your email marketing campaigns.

Email marketing is a proven way to nurture leads into customers. It’s also rather inexpensive and allows you to reach thousands of potential customers all at once.

Not all people are going to receive the message as it might end up in their spam folder, while others are going to avoid it all together, even if they do see it.

However, if you use a catchy and direct title and focus on information your target demographic is interested in, you increase the chances of them opening the email.

Did you know that adding the word “video” to your email subject line can give you a lift in open rates by 20%? That’s a big increase, especially if you have a large list.

Now that’s great but if you want to see a really crazy increase in email open rates, actually include a reference to a video being in your email within the subject line.

Example Subject:How to increase email open rates (Video)

By doing this, you can see a 55% increase in click-through-rates!

Increasing your open rates alone is half the battle. Now you just need to intrigue them enough to click on a link back to your website. Or in the best case scenario, get them to click on a video thumbnail that takes them to a video embedded on your website.

Once they’re on your website you can gather even more data on their engagement and interest in your products and services.

Email marketing with video does more than any block of words ever can. It is insightful, entertaining, to the point, and yet easier for a recipient to watch than reading a paragraph of text. There are dozens of possible upsides of using email marketing with video and here are just a few.

1. Humanize Your Content Marketing Efforts

humanize your content with videoHopefully you’re one of the savvy marketers that are using content marketing to attract your ideal customer audience. You’re doing a great job helping your audience solve their problems, find solutions, etc. but it’s still lacking a face.

Photos can help but they can’t add emphasis or inflections like a video can. Maybe a gif can add some personality but I’m not sure if a meme gif is going to persuade your audience into taking the next step to becoming a customer.

Video Content Humanizes Your Brand Online

When you add video into an email campaign, you’re making the relationship building process stronger and faster. Not to fast, it’s not like you’re going to get everyone to buy your product instantly.

You might be able to get the 25% of C-level executives surveyed that made a purchase for their business after watching an online marketing video! (Forbes) wow!

2. Segment Your Email List By Video Topic & Type

Not all leads are made the same. After all, different people like different things, different businesses function in different ways and different forms of marketing reach different customers.

Because of this, you should never blast out the exact same video marketing content to everyone.

While it might reach some interested prospects it is going to fall on more deaf ears than anything else. This could significantly increase your unsubscribe rate and who wants that?!

If at all possible, you want to segment your leads. This means produce a different video for each kind of lead based upon interest and funnel stage.

We call this mapping your content to the buyer journey and you can read more about this here.

What Videos to Send in Email Examples:

  • Send how to videos to your top of the funnel audience.
  • Send product comparison videos to your middle of the funnel audience.
  • Send case study / client testimonial videos to your bottom of the funnel B2B audience.

You might have several key demographics, and one group might like something similar to another group. The important thing is to send them what they’re interested in at the right time.

3. Be Entertaining in Your Videos

Mapping video content to buyer journey could deliver lack luster results if it’s full of boring content. You need to make it entertaining for the viewer.

Humor is good, but keep this in mind: it is incredibly difficult to properly time out humor on video. Even the funniest material in person might not transfer into video.

If you are not completely sure it is going to transfer to those watching it, try to entertain without focusing on humor.

There’s not too much that I can say about this without a specific topic of the video, but seriously, don’t be too serious. 😉

4. Keep Your Videos Short and to the Point (most of the time)

The earlier the prospect is in the early stage of the sales process the shorter the video content should be.

You don’t need to try and pack in too much information in your videos. Keep them long enough to convey your point and then include a call to action.

Anything over two minutes is pushing your luck.

Now once they are further down the funnel and are marketing qualified leads, you can send them longer video content.


Email marketing with video is another tool in your marketing arsenal. Email performs great for many businesses but if you’re wanting to take it to the next level and increase your marketing results, use these recommendations. I look forward to your feedback in the comments below!

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How to Reach C-Level Executives: Use Video Marketing

In the business marketing world, you are going to come in contact with all levels of professionals. There are the small business owners who might have one or two employees, middle of the road office managers, who oversee a group of workers, and then there are the C-level executives. How do you get in front of and reach the C-Suite?

The elusive corporate executives who often run multi-million dollar businesses, have dozens, if not hundreds of employees under them and generally sit at the head of the board of directors (or at least is part of the board). Of course, with more money and a larger business comes more responsibility. This also means less time for smaller tasks such as reading emails and going over other non-essential content regarding the business.

So You Ask, How Do I Reach the Elusive CXO Audience?

If it is your goal to reach and attract the C-level executives, you need to focus your video marketing specifically on these professionals in such a way  that is different from other business owners.

This is not to say a small business owner is not busy, but they are generally more likely to make time for potential service pitches that can save them personally a good deal of money. With all of this to consider, you need to produce a video marketing campaign that is tailored superficially for these professionals executives.

Aim High: Zero in on Your Target C-Suite Audience

When pitching your information and material to C-level executives, you want to aim towards their level of business. It is immediately apparent who your target demographic is, so if you are trying to pitch both small business owners and C-level executives at the same time it just is not going to work. You want to show to these individuals your service can help a multi-million dollar company, not just a mom and pop store.

They want to hear your pitches in terms that interest them, so aim your video content directly at the large businesses. Besides, when producing video marketing material you really need to have different video messages for different demographics.

Speak Their Language: Create Video Content That Matters to Them

When producing C-level executive video marketing  content, you want to speak their language. The bottom line is ultimately the most important element for any executive in a major business. This is because they need to appease stock holders and other members of the board. If they don’t, they might eventually lose their job because of it.

What matters to CEO’s?

  1. How will this save me time?
  2. How will this save me money?
  3. How will this help me reach my goals of growing my business?

Point out how much money you can help them save and how quickly your services can help. Time and money are both key to C-level executives, so make sure to cover this.

Tell them how your product or service is going to solve these problems. Use video content to tell them. Why video marketing? They want it:

59% of C-level executives prefer to watch a video than read text.
(According to

Get to the Point

C-level executives value their time, so if you do not interest them in a very short window they simply are not going to watch the entire video. First, the initial video needs to be short. You just need to interest them and string them along to want and view the longer material.

Once you get them to watch your first piece of online video content, an average of 50% will look for more information and 45% report that they contacted a vendor after seeing an online video ad (


Your top of the funnel (attract phase) video marketing strategy is like a trailer for the actual movie. You want to interest them in seeing what else you have. This means present essential information that is really going to interest them (time and money) and by doing so at the beginning of the video. Grab hold of their attention and don’t lose it!

An executive is going to flip through videos, email marketing and other content rather quickly, they have a good amount of tasks to complete in a short period of time.

If you do not interest them in the few seconds they have your video on, they are just going to exit out and move on with it. Interest them right away, or you lose your shot.

We use a series of very short videos on our inbound marking services page (see it here). The videos are really quick snippets. They are 17 seconds, 26 seconds, 10 seconds, 51 seconds, and a longer about us video that’s 2 minutes. Overall it’s around 3 minutes, 30 seconds of video content but is short, easy to watch and fast to consume video content.



Conclusion Until Part 2

The moral of the story is that your video content for CEO’s needs to vary in length from super short (Under 20 seconds) to mid-range (2-3 minutes) , to long form (5 minutes to 30 minutes). The longer content would be videos like webinars, tutorial, and on-boarding videos. Speak with a professional video marketing agency if you have any questions about the length and type of videos you might want to create.

I hope you have learned a little today about how you can reach the c-suite executives using video marketing. I look forward to your feedback and discussion in the comments below. Please consider sharing this with a friend or collogue if you’ve found it useful!

READ PART 2: How to Reach C-Level Executives: Use Video Marketing (Part 2 of 3)

[Click this link to share this article with a friend or collogue!]

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The Importance of Hiring a Full-service Video Production Company

The Importance of Hiring a Full-service Video Production Company

Hiring the right full-service video production company is the most critical decision you will make when creating a video marketing piece for your organization. You will want a company that not only has the skills and equipment to deliver a quality product, but also want them to share your vision. You may even need them to help you develop your vision.

If you are in search of a corporate video production company in Atlanta, here are seven questions to ask them before making a final decision.

7 Questions to Ask a Full-Service Video Production Company Before Getting Started

Ask About Current Projects 

Asking about a video company’s current projects does several things. It lets you know how busy the video production company’s schedule currently is, it will give you an indication of the type of projects the company takes on. This will give them a chance to elaborate on the videos that they have currently in production.  Rather than letting them focus on some award-winning project they may have done four years ago, this gives you insight into what type of the day-to-day projects the company is involved with.

Ask Them In What Areas They Specialize

Like individuals, companies tend to excel at projects they enjoy. Ask them what type of projects they feel they are best at and in which they consider themselves to have expertise. Ask for examples and specifics about why they consider themselves experts in those areas. Not all production companies are great at everything. Depending on your production budget you might need to work with a production company that hasn’t produced a video like the one you’re trying to make. You might be able to get a price reduction if they are looking to buildout their video portfolio.

Ask Them Their Definition Of A “A Full-Service Video Production Company”

This will give you a good idea of what you can expect them to take care of and what areas you may need to hire additional help. Do they have access to professional writers? Do they have the appropriate lighting and video equipment? Do they have a selection of licensed background music available? What are their special effects and graphic capabilities? Will they work with your schedule or do you need to work around theirs?

Ask Them What Is Included In Their Pricing And What May Cost Extra

Since every project is unique, it is not unusual for a video production company to have add-ons. However, you don’t want to get involved with a company that is looking for ways to up-sell your project. Have an honest conversation with them about what parts of your project they can produce in-house and what areas will need outsourcing. Some elements of the project might benefit from the collaboration of several production resources and companies. Make sure that your production company is willing to consider the possibilities of an extended team to get the job done right.

Ask What You Will Get As A Final Product 

This may not be as cut and dry as you first think. Will you own the rights to the completed project? Who owns the rights to the raw footage? How can you be assured your raw footage won’t be used in some unrelated project? What forms will the completed video be presented to you? What type of guarantee of satisfaction do they offer? Knowing the answers ahead of time will help set the appropriate expectations for both parties.

Will They Help You Implement The Distribution Of Your Video? 

Do they have expertise in video marketing? What can they do to help you get exposure for your video? What do they know about marketing videos online?

Most video production companies do not help with marketing your video content. Usually they’ll help you upload your approved video content to YouTube or Vimeo but that’s about it. You might not even want your video production company to be involved in this space if they do not offer a dedicated video marketing service.

You don’t expect a car manufacturing plant to market the car.  For this reason, you wouldn’t necessarily want the production company handling your video marketing.

What Are Their Expectations From You?

Will you need to provide the final script? Will you need to be available during all of the filming? Who recruits the people or talent seen in the video? Most of the time, production companies are very accommodating. They want to win your business and will go above and beyond to make sure that you’re a satisfied customer. At least that’s what we at DCD Agency believe.


Having the answers to these questions will give you a better idea of what is in store for you during your project. If you have any other questions, I would encourage you to connect with me on Twitter or leave your feedback/question in the comments below!

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