Tag Archives: Vimeo

Leveraging Your Reputation: Two ways to be an expert online

Tom Ciesielka is president of TC Public Relations (www.tcpr.net). Tom has about 25 years of marketing and public relations experience, working with individual lawyers and midsize law firms. He is also a former board member of the Legal Marketing Association in Chicago and has spoken at Chicago Bar Association CLE programs. Reach him at tc@tcpr.net.

There are various ways to become an expert through speaking, media appearances, and writing. Here are other two ways that you can become an expert, which will enhance your reputation even more:

Use LinkedIn. Join a LinkedIn group in the area in which you specialize and get involved in discussions and answer group members’ questions. And here’s something that will make you really stand out: start a discussion where you offer some proprietary information to the members. For instance, if you’ve published an article about how a particular law will help your members in their profession, or you’ve published an analysis of legal trends, then share that with the group.

An even more effective way to connect with group members and to raise your LinkedIn profile is to make a Top 10 list of something that will help them. If the information that you’re offering is specific and beneficial, they will want it. After you’ve created your list, let the group know by starting a discussion thread, and tell them to email you if they want a copy.

I’ve seen it work effectively: Several months ago, someone posted a message in a group that I belong to, saying that she created a checklist for fundraising, and asked people to e-mail her to get it. So many people contacted her and made comments below her post, that she is one of the most influential people in the group, and her profile has been at the top of the page as a key influencer for several months.

Create Videos. Many people post videos on YouTube or Vimeo and gain a following if their content is helpful. Think of tips or insights that you think people need to hear. First look at other videos and see what people are searching for and watching, and come up with effective search terms and content that will make your video attractive. If you’re not sure about how to create quality videos, see my tips that I’ve shared here before.

Overall, think about how the information and experience that you have can help others, and find the best outlets to express your expertise so that people will see that you’re an attorney to whom they should turn.

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Leveraging Your Reputation: Make your videos better

Tom Ciesielka is president of TC Public Relations (www.tcpr.net). Tom has over 25 years of marketing and public relations experience, working with individual lawyers and midsize law firms. He is also a former board member of the Legal Marketing Association in Chicago and has spoken at Chicago Bar Associations CLE programs. Reach him at tc@tcpr.net.

Videos are becoming more popular for attorneys who want to add more media to their websites or who want to upload videos to YouTube or Vimeo. Creating videos is a great idea, but there are some basic things you should know to improve the quality of your videos and to maintain your audience as well.

Audio matters. People assume that having a good image is the most important part of creating a great video, but if your audio isn’t good, people will tune out. Try to record in a quiet place, preferably one that is carpeted, so that there isn’t any ambient sound. You can also get good audio in a few other ways. One way is to hold the camera (or phone, if you’re using one) right up to the person who is speaking, and wear headphones to monitor the quality. Another way is to get an external microphone for your video recorder, or a clip-on microphone to put on yourself or another person you’re recording.

The best way to get good audio is to use a separate recorder, such as a handheld audio recorder, which you can sync up with the video when you edit it all together. That last method requires advanced skills, but if you already know how to edit video, then you can learn how to integrate your audio file into the process so that you get superior sound.

Light the subject. Since the subject of your video is the most important, make sure the most light is focused on him or her. First choose a darker area to focus the camera because it adjusts to brightness. The light source should be behind you, not behind the subject. The best light is natural light, and one way you can get natural  light is by standing in front of a window to allow the light to shine from behind you onto the subject.

Use a tripod. You might think you have a steady hand, but when you use a tripod, it ensures that the camera will be still. Not only does a tripod prevent movement, but it also helps your video look sharp, not grainy or blurry.

Finally, if each video you create covers only one topic and is short (10 minutes or less), your audience will pay attention and will be able to find your videos easier. And as I’ve said before about other types of promotion, be sure to choose a niche so that you become an expert in that area.

Leveraging Your Reputation: Big ideas, big reward

Tom Ciesielka is President of TC Public Relations (www.tcpr.net). Tom has over 25 years of marketing and public relations experience, working with individual lawyers and mid-sized law firms. He is also a former board member of the Legal Marketing Association in Chicago and has spoken at Chicago Bar Associations CLE programs.  Reach him at tc@tcpr.net.

When we work with our clients, we always try to think of new ways to help get the key message across and make a bigger splash. Some of our suggestions might require more time and resources, and may make you a little nervous at first, but it’s these big ideas that we encourage you to implement. Remember – big ideas can bring big rewards.

Set Up a Microsite

Creating a website is no small task. And even though “microsite” technically means “small site,” the payoff of creating one can have a big impact. A microsite is a unique web page (or pages) that highlights a particular event, issue, campaign, case – basically anything you want to draw specific attention to. It’s a customized page with a unique URL that is separate from your firm’s main home page and can stand alone for parties interested in just one specific issue. It gives you the opportunity to have a control center for all news and information related to a specific issue, which can make it easier for your clients and the media to find the info they are looking for. Consider the recent Domino’s Pizza campaign – “Show Us Your Pizza.” It has a unique web page that is clearly intertwined with the Domino’s brand, but focuses on only one of the company’s many campaigns and offerings.

Get In Front of the Video Camera

If a picture is worth a thousand words, a video is worth double that. Capturing video during events, presentations, demonstrations and even day-to-day activities can bring your reputation to the next level and provide a memorable and visual link to your firm and brand. Quality matters when it comes to video, so depending on the purpose of the video, investing in either reliable equipment or an experienced videographer can ensure that your videos are viewed – and viewed frequently. For example, if you want to capture footage from an event, having a durable hand-held video camera with a good zoom feature should suffice. But if you’d like to create a video for your website that includes client testimonials and requires advanced editing, it would be wise to hire a professional. Either way, utilizing video and the Internet (sites such as YouTube or Vimeo) will benefit your brand-building efforts.

Utilize the Mobiles

Next time you’re on the train, count how many people are using their mobile phones. I’d bet a lot of money that at least one person is. With all the smart phones out there nowadays, there is a high demand for mobile applications and mobile web browsing. Mobile marketing is the next step in the grand marketing scheme of things. We’ve gone from delivering messages in print, radio, television, Internet, billboards and now, you can disperse your brand message directly to cellular phones. You can effectively utilize mobiles by making sure your website is mobile-friendly so anyone can easily and conveniently access it on the road. You can also use or create mobile applications and send text messages to personalize your connection and send quick updates with vital information, “from the trenches” event updates or legal industry news. Really, how much closer can you get to potential clients than being inside their pockets and purses?