Mar 29, 2011

Online Video Now First Stop For Consumers

Video has always been a powerful tool for marketing on the web, and I've posted about its potential for lawyers several times over the past two years. But whereas I'd always viewed video as a tool to personalize a website and help encourage more trusted relationships, now, video is becoming a first stop for consumers seeking information, reports The New York Times. Companies are responding to the demand, and using video to demonstrate products or offer instructions on how to fix electronic parts. One grill company is building demand for its grill and other outside cooking products by posting videos on how to fry turkeys or smoke a beef brisket.

Video's value isn't limited to educating customers about consumer products, though. It's equally useful for professionals, as I learned first hand myself earlier this year, when I was involved in making a decision about a pacemaker for a family member. Because I didn't know much about pacemakers, naturally, I turned to the Internet. I saw lots of complicated diagrams as well as brief articles about the procedure but what I found most useful were a series of videos by a doctor, describing how a pacemaker is installed as well as the risks of surgery.

Many lawyers already have videos posted on YouTube, but many of these videos are what I would consider "vanity pieces," telling about the lawyer rather than providing useful information. So even though video has been around for a while, there's still a wide open field for lawyers willing to create informative videos to help potential clients understand the issues involved in their legal matter.

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