Video bloggers, or vloggers, have mastered audience engagement in a way that most marketers can only dream of.
But what, if any, lessons can professional services marketers take away from vloggers?
Professional services firms have been quick to adopt video - I created my firm 'partner to camera' piece some 15 years ago. But the format and quality is often questionable. A partner talking for three minutes on a point of law or tax change is always going to be dull.
The link below offers some enticing ideas.
I would add two further points.
- Try to include clients in your content. A client used to illustrate a point or the value of the advice given is likely to be visually more interesting, and makes for a powerful narrative.
- Don't do it yourself. Scripting, filming and editing is a skilful profession and need not be expensive. Rarely will a marketing team include a talented film-maker, leaving the result looking like an unwatched home movie.