At my first American Marketing Association conference many years ago I picked up a piece of advice on marketing productivity and return on investment that has served me well to this day: Go ugly early.
Albeit provocatively, the speakers were simply suggesting an effective and pragmatic antidote to the Pareto principle (aka the 80/20 rule), which postulates that it usually takes 20 percent of resources to complete 80 percent of a task, while the last 20 percent consumes 80 percent of the effort. The presentation went on to demonstrate that marketing media (ads, collateral, direct response) with high production values (read: expensive) rarely outperform more modest versions in terms of ROI.
So where am I going with this? Straight to video.
I’ve spent a lot of time over the past several months discussing video-based content marketing with principals at solo, small and medium-sized firms. I’ve found that while blogging is discussed in terms of content quality and quantity, the primary considerations in creating marketing videos is the cost of sufficiently high production values — video titles, sound quality, animation, background music, editing. For many lawyers the net result is that, because they don’t believe they have the time or budget to “do video right,” they don’t do it at all.
To their detriment, as it turns out. As Larry Bodine discussed in a recent post, video content is one of the best ways to be found in Google search.
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