By Michael Campbell,
Some of you may remember when your family's first television was delivered, maybe even the first one on your block (my mom says she remembers, but I'm not supposed to tell anyone!). Obviously, the video-viewing experience has changed dramatically since those first days with Uncle Miltie!
Well, the video viewing experience continues to change, driven today by the internet and mobile internet. Mobile devices are becoming an all-in-one experience, forcing the cable TV industry to adjust to the many options viewers now have.
NPR recently covered this topic, suggesting that we're witnessing a cultural change in the viewing experience. Families no longer gather in the living to watch one program on a big screen. Now everyone is watching their own thing, on their own device in their own little world.
So how does this effect your estate planning marketing?
The point is that to be effective with video you no longer have to buy expensive television air time to reach your target audience(s). You represent a niche market, so when people actually start to look for estate planning or elder law services you need to be positioned to accommodate their search in every way.
The rise of the smartphone, the tablet computer, Netflix and other on-demand services has changed the screen/viewer relationship forever. -- NPR Oct. 21, 2012
Video is one of the most effective ways for you to commuicate compelling messages about estate planning and elder law. Combine video with local search, mobile search and social media -- and you have a powerful marketing strategy!
If you make social media a priority, and start growing your "likes" and "friends" you could have a more effective viewing audience than your local tv station could ever provide. If you are blogging on a regular basis about estate planning, you are becoming a credible source to all who see your posts on their news feeds. If you share a video (that is done right), people will watch it.
What better way to educate your audience than with video? What better audience to share that video with than one that you've built of family, friends, past and current clients?
Even more importantly, video gives you a huge competitive advantage on Google, and even more so for for mobile search. While a mobile-optimized site is an important foundation, video works so well for mobile search that you really cannot afford to be without it.
If integrating high-quality, targeted video into your online marketing seems overwhelming, don't despair. We offer one-stop service, and we do it every day. In fact, here's a great video of one of our clients, Lizette Sundvick, discussing her experience shooting video with us.