I talk with more lawyers, CPAs, insurance specialists and other professional service leaders than most people.   Not one advisor had ever said they went to law school or studied for the CPA exam so they could write articles or – even worse – get in front of a camera for a website video.  That said, I’m going to take the unpopular stance of trying to convince you that it’s important enough to work on expanding your comfort zone.  Incorporating video into your digital marketing strategy is a powerful way to move your business to the next level. Here are just a handful of the most compelling reasons why your firm should embrace this here-to-stay trend.

Drives Engagement. Virtually all professionals carry at least one device at all times, so your current and prospective clients can view video from anywhere. If they’re like most Americans, they access video every day. Research demonstrates the scope and influence that video has on consumers. As just one example, Brightcove (a cloud services company) recently released the results of a 2018 study in which 45% of consumers said that video is more engaging than other forms of content, and 36% of consumers said they prefer video content to other forms of marketing communication. Video strategy

SEO Value. Creating an SEO strategy that doesn’t include video puts you at a disadvantage. Ranking highly in search engine results drives traffic, and videos help you do it. Posting videos to YouTube is especially effective, as the site is owned by Google.

Showcases Your Culture. What’s it like to work with your company? What do your employees say about you? Getting a sense of a firm’s culture and values is something that clients often want to do before they commit to moving forward. A company culture video, posted to your site’s homepage, can be an effective way to attract both new clients and new employees.

Testimonial Power. Client testimonials are a hugely effective marketing tool, but which are you more likely to put stock in: a printed quote that was (allegedly) said by a client, or video of that person speaking about her experience? Video testimonials have an authenticity that written testimonials don’t, which helps drive home the speaker’s message.

Communication Ease. Everyone’s wired differently, so there’s a good chance that some of your team members are more comfortable expressing themselves verbally than in writing. Incorporating video allows your firm to spotlight the experts you have working for you. For example, the tax accountant with a dry writing style might shine when he’s on camera, talking off-the-cuff about the subject.

Appeals to Younger Audiences. As the oldest Millennials enter their 40s, many have ascended to positions of power within their companies. This generation is, unsurprisingly, much more likely to prefer video than older generations. In the 2018 Brightcove study, 46% of Millennials preferred video content over other forms of communication, compared to 36% of overall respondents. Incorporating video into your marketing strategy is one way to appeal to younger decision makers. Millennials frequently switch between three screens and Gen Z (now 8 – 22 years old) feels comfortable with five!

Website Readability. Flash back to the textbooks from your school days. Which would you rather see: a wall of dense text, or a page broken up with illustrations and diagrams? Most people would say the latter, and the same principle is true in relation to website design. Using video makes your site more readable by breaking up the page.

High-quality candidates can be choosy about who they work for. When those candidates check out your firm’s website, will they be impressed by what they see? Video is an especially effective way to show off your workspace and help candidates picture themselves working there, helping you attract the best and the brightest.


Even conservative, centuries-old firms are feeling the pressure to stay technologically current. Incorporating video into your website and marketing materials is one way to demonstrate that your company is relevant and competitive in the digital age.  There are many ways to get started, but deciding to move forward is the first step.  Call me and we’ll begin the journey together!

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Alison has more than fifteen years of professional services marketing and business development experience. She is a Boston College Double Eagle, holding both a BS in Management with concentrations in Marketing & Information Systems, and an MBA. Alison is a member of the 2009 Boston Business Journal’s 40 Under 40 class of honorees.

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