Thought leadership has always been an innovative way for lawyers and accountants to drive new client engagements. That must be why, after a 3-year study, Edelman and LinkedIn reaffirmed that “. strong thought leadership content not only strengthens a company’s reputation but also positively impacts RFP invitations, wins, pricing and cross-selling that occurs post-sale.”, in their 2020 B2B Thought Leadership Impact Study.
>And when it comes to impacting these objectives online, thought leadership videos are the best digital marketing tactic to achieve these goals because of their ability to communicate, build trust and share. Digital video production is one of the best ways to keep one’s attention to demonstrate authority at the early stages of professional relationships.
How important are these videos? The 3-year study also noted that 55% of key decision-makers rely on thought leadership videos to properly vet businesses, and their professionals, before they even consider beginning a professional relationship.
However, the COVID-19 pandemic has made doing a quality video production more difficult than ever. But with remote video recording solutions, you can reach your thought leadership goals cost-effectively and professionally. And many leaders want a quality video production because as the 2020 B2B Thought Leadership Impact Study noted, a “Poorly executed thought leadership, however, can have an equal and opposite effect….
Thus many leaders in the legal and accounting industries are discovering the larger reach of using remote video production to drive subject matter expertise to win new business opportunities. Getting started with remote video production will drive multiple digital marketing objectives – like SEO ranking, email click rates, social engagement and content marketing metrics. Here are some of the ways how digital video production does it –
1. Establish Your Industry Expertise
The most important part of the term “thought leadership” is “leadership”. While everyone has thoughts, only a few people have established their leadership and expertise within the community. And when you do you can rise above the rest.
This is especially important for lawyers and accounts. Even your most loyal clients understand that your services are driven by professionals. When your digital video production plan includes quality video production, prospective clients can get an in-depth preview of your insights and expertise….immediately.
And to people doing their research online, or might be hesitant to travel to trade shows, remote video production is the perfect way for them to discover WHY they should connect with you personally.
Here is a great blog post on “Why legal and accounting marketing teams should get their partners in front of the camera.
2. Gaining and Maintaining Trust in a Remote World
Lawyers and accountants typically gain clients through demonstrating their understanding of the clients’ industry and needs. This is difficult to do during the pandemic because of the downturn in seminars, in person meetings and events. With everyone online, thought leadership videos can initiate new conversations and maintain client relationships by showcasing relevant knowledge and skill…and personality.
The beauty of a digital video production plan for thought leadership videos is that there are many different topics that any professional can cover and content you can create, using remote video recording solutions or doing it yourself. And all of it helps to further build and maintain your clients’ trust.
Having your industrial expertise “just a click away” is a powerful way to gain new clients, especially when people share these videos with others in their organization. This is especially important for corporate lawyers and accountants because it resonates with busy C-suite audiences. Ultimately, a quality video production allows you to keep your personality and insights in front of your loyal clients and attract new ones.
3. Don’t Think, Listen
When planning your digital video production plan for thought leadership videos, you don’t have to overthink the content…JUST LISTEN — DON’T THINK LISTEN Focus your thought leadership video plan on common questions that clients ask you and what you hear on social media. If one client has a question, chances are there are others that have the same questions.
Nowadays potential clients don’t want to simply read, they want to experience the person that will help them with their problems. You can use video, using a remote video recording solution or doing a quality video production yourself, to demonstrate important social proof when explaining things that your clients, and potential clients, care about.
This is important because AttorneyAtWork.com research has reported that a buyer is typically 57% through the decision-making process before they reach out to a service provider. By demonstrating the quality of your professionalism via your thought leadership, you can make people more comfortable with you so they reach out to you to begin the process.
4. Engaging Your Audience where their Eyes Are Focused
During COVID-19, many people are working from home and spending more time in front of screens. And when they go searching for answers in their business lives, they are more and more comfortable with watching videos to get their information. In fact, 50% of the decision-makers you want to target spend at least
one hour a week researching thought leadership videos.
By creating your own thought leadership videos, using remote video production or doing a quality video production yourself, you can reach this audience that is hungry for new content. And it’s possible to target highly-specific demographics with your videos, all while enjoying a major boost to your SEO keyword ranking, social media engagement and email marketing engagement.
Remote Video Production will Boost Your Bottom Line
At the end of the day, all of your thought leadership videos have a singular purpose: to boost your profits. And a steady stream of top-notch video content, using a remote video recording solution or doing a quality video production yourself, will do just that.
Once you have videos in place, you’ll start winning over new clients and have a higher retention rate that will translate to a big revenue increase by the end of the year!
How does revenue increase, exactly? In addition to gaining new clients and retaining current ones, the 2020 B2B Thought Leadership Impact Study noted that “…42% of key decision-makers are willing to pay a premium to work with an organization that produces thought leadership.”
Creating Thought Leadership Videos: What Comes Next?
Now you know why thought leadership videos are so important, especially in the age of COVID. But do you know where to get started? After 900 videos, we specialize in creating professional quality video production content that will transform your marketing and boost your revenue. To see what we can do for you and your business, contact us today!
Once you start creating thought leadership videos, you’ll have a new metric to help gauge how you are doing. For example, you can measure the number of times that your video content is viewed, liked, and shared. And once you add video content to your website, you can measure how the presence of such videos reduces the bounce rate.