S03E139 Successful Video Marketing Strategy with Robert Weiss

Stop thinking about video as a camera problem and start treating it like a business tool. We sat down with Robert from Multivision Digital, who went from sales leader to producing 1,700+ videos, to unpack a video-first strategy that actually drives growth for law firms. The big shift: forget the “about us” reel and focus on short, useful FAQ and thought leadership clips that answer the exact questions your clients are already searching for on Google and YouTube.

We dig into the leadership mindset behind great content, delegation, trust, and staying in your lane, so subject-matter experts can shine while pros handle the technical craft. Robert shares a case study where replacing a single overview video with a batch of FAQs lifted page rankings by 20–30 percent. We map out how one recording session can fuel months of marketing: embed videos in blog posts with transcripts for SEO, drop them into nurture emails, build YouTube playlists, and arm sales with the right clip at the right moment.

You’ll hear how to scope smart budgets by starting with message, not gear; why drones and motion graphics are tools, not trophies; and how remote production with pro coaching lets attorneys record high-quality content anywhere. We also talk about the real timeline to build “video mojo.” Expect about two years to refine on-camera presence, streamline workflows, and see compounding gains, but that consistency becomes a durable edge because legal video adoption is still catching up.

Reach Robert here:
Legal Video Portfolio - https://multivisiondigital.com/portfolio/law-firm-videos/
Remote Video Production - https://multivisiondigital.com/attorneys/ 

Ready to level up your law firm marketing? Book a FREE Discovery Call with Marilyn Here: https://lawmarketingzone.com/bookacall

Leadership In Law Podcast with host, Marilyn Jenkins 
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Transcript

SPEAKER_00 0:24

Your ultimate podcast for navigating the ever changing world of law firm ownership. In each of the stuff, we thought of deepened to the critical topics that matter most to you from unlocking explosive growth to building a thriving team. We connect you with successful firm leaders and industry experts who further proven strategies and hard law wisdom. So whether you're a teasing leader or just starting your journey as a law firm owner, the Leadership in Law Podcast is here to equip you with the knowledge and tools you need to build a successful and fulfilling legal practice.

SPEAKER_02 1:32

First time entrepreneur and having no experience in video production, Robert's produced over 1,700 videos since their inception. Multivision Digital Holistic Merch has allowed clients to increase sales, lead generation, improve SEO rankings, increase awareness, and client loyalty. Clients range from solo entrepreneurs to global Fortune 500 companies across almost every industry, but more importantly, have executed successful business video strategy plans for every business objective. I'm excited to have you here, Robert. Welcome.

SPEAKER_01 2:04

Yeah, rock on. Hi. Thank you for that. I've been interviewed a couple of times. Every time I hear that, I'm like, who is that guy?

SPEAKER_02 2:13

It always sounds different when someone else is reading it, doesn't it?

SPEAKER_01 2:16

Yeah, it really does.

SPEAKER_02 2:17

Robert, tell us a bit about your leadership journey, where you came and how you got here.

SPEAKER_01 2:22

As I said, like started this company without any video production experience. But before that, when I was working for people, I became a sales leader and I led two different divisions for a software as a service company. Before it was SaaS, I don't want me to think it was SaaS at the time. This is like 2000 and 2001. I don't even know what the word SaaS was even invented yet. But we had a SaaS platform, CRM, sales and marketing. It was email marketing back when it was spam. And I was a sales guy at the time and then became a sales leader. And then because I was a sales leader leveraging two divisions, I was also involved in some of the meetings from a corporate strategy level from a we potentially we were trying to get bought out by we're sorry, invested from a VC standpoint. So I was involved in some of those meetings. And that was a small company that grew. Before that, I was a sales guy, I was an agent for a big billion-dollar agency. So I got to see varying degrees of organizations and how they functioned. But with that leadership role at the sales software as a service company, which I was there for eight years, it really helped me to develop a lot of the leadership skills that I brought with me to my current position in multivision digital. So I think that's the answer to the question.

The Power Of Delegation In Creative Work

SPEAKER_02 4:14

That's interesting. Yeah, I think sales has a lot of leadership built into it. If it's very interesting. So you came from as a first-time entrepreneur and not having any background in video. You've done 1700 videos. What was the was your biggest learning curve on that?

SPEAKER_01 4:30

Well, sorry, there's a bug right here. So let's gonna stop. Let's cut that for a second. There literally flew right here. Biggest learning curve. That's tough because it's the first time I'm hearing that question. So let me start over here one more time. Okay. Well, biggest learning curve. Probably not trying to do everything. And that was also a blessing because I'm not a video guy. And I remember early on sitting with my editor who's been with me for 16 years. And I'm like, oh, I should learn how to edit. And I'm seeing him click and click. And I'm like, after about like 45 seconds, I'm like, nope, I'm not doing that. I'll never be as good as him.

SPEAKER_02 5:18

Yeah.

SPEAKER_01 5:18

And the other part of that is is also on the technical side. Like the people that work for me, like from a technical perspective, they're just much better. Like they just have a knack for it. Like my brain just doesn't function the way their teams are.

SPEAKER_02 5:34

Some people enjoy that. You hire people who enjoy what they're doing.

SPEAKER_01 5:37

Exactly. Exactly. And but hey, um, this is my company. They'll have video production. I should know all of that. That's the biggest learning. No, you don't have to learn and let it go.

SPEAKER_02 5:49

Yeah.

SPEAKER_01 5:50

And focus on building a team that I have a very important part in many aspects of the company, but so do they. And I trust them and we work together very well. But I guess letting all that go to be able to focus on what I do and the value that I bring and mix those people in, that's probably the biggest learning curve.

SPEAKER_02 6:14

I love that. Delegation. What was it? Henry Ford once said at a congressional hearing is I don't have to know everything. I just have to have the right people in place that do.

SPEAKER_01 6:22

Yeah.

Why Strategy Comes Before Video

SPEAKER_02 6:23

Yeah. Exactly. And I think that is a struggle for some business owners. So you talk a lot about strategy. So when people just say, okay, I know I need videos, so let's just jump in. Why do you insist on starting with video strategy first?

SPEAKER_01 6:40

Because it starts with the business objectives. The this let me take a step back. Strategy is it could be a long-term strategy or a very short-term strategy, right? Okay. But it's more about the thoughtful approach to where your organization is at in their video journey. Because if you're just getting into video right now, you don't care about the next two or three years. You just want to do a project. But there's a strategy involved in that project, and I'll speak to that in a moment. But if you've been doing video for two or three or four years, and you're like, okay, I need to double down, I need to do it better. Yeah, you will look at the next two or three years and build a strategy. Okay. All right. Start with either one of them. We have a saying is that when you first start thinking about video, the first thing to do is to forget about video. Okay. It's the business objectives, right? What is the business objective of that effort? Forget about video. Are you launching a new product? Are you trying to recruit? Did you just get a website done and now you have to market that through SEO or content marketing? Did you, if you're a professional service firm and then you acquired some professionals to build an industry practice? These are all strategic business objectives of a firm, an organization, that video complements that. So that's why it's important to look at the strategy and business objectives first and then execute a plan, whether it's short or whether it's mid or whether it's long, around that specific strategy.

SPEAKER_02 8:19

Okay. So you suggest starting with what is the strategy? What is the goal of the video market?

SPEAKER_01 8:25

Again, first thing to do is forget about video.

SPEAKER_02 8:28

Okay.

SPEAKER_01 8:29

What is the business doing? Are they launching a new product, recruiting, SEO, new industry?

SPEAKER_02 8:36

Okay. So we're saying we are just, we've never done video and we want to do the knowing trust type videos for our firm and on our social medias and stuff like that and on our website.

FAQs Over Firm Overviews

SPEAKER_01 8:47

Yep. Okay. All right. So, you know, the question is what kind of firm are you listed in professional service? So what you need is video of people talking about things that other people care about and informing and educating. Okay. You don't want a firm overview video. You don't want an animated video or an AI video. You want people doing what we're doing right now, right? We're talking and just having a conversation, hopefully doing a good job of informing and educating. But yeah, that's what that particular objective would need, a series of small videos. And I'll go back to a case study where a client of mine came and said, my website company recommended you we need a video and I want an about us video because we want to rank on search engines. Would one video ever do that? And would you ever make one phone call? Would you ever send one email? The answer was no. To rank on search engines, you need a lot of content.

SPEAKER_02 9:53

Yeah.

SPEAKER_01 9:54

And that's actually what we did. We did a lot of thought leadership videos or FAQ videos that answered common questions to what people were searching on.

SPEAKER_02 10:05

Okay.

SPEAKER_01 10:06

And their SEO ranking on those pages went up 20 to 30 percent. Fantastic. Because the content on those pages, Google can read text, they can't read video yet. But people watch video and video increases the dwell time. So when somebody searched on that problem, they came up, they went to that page and they watched the video and thus got to know that person. It was actually this guy, Jeff, who is the owner and is like number one guy, Johnny, that we did videos of those two. But these are just real people answering questions that people had. So that's a great use case and example and strategy or tactic to emulate if that is your business objective.

SPEAKER_02 10:53

And that's one of the things I talk on a lot is the FAQ videos. That's your no and trust, the SA SAO type thing. It's so simple, but it's so not done very much. So I love that you brought that up.

SEO Gains From Thought Leadership Videos

SPEAKER_01 11:06

And if we can just jump off on that for one second, because this is important, right? So let's talk about those 10 FAQ videos that you might do. Okay, with whatever budget whoever's listening comes to mind, and then do that one corporate overview video for that same budget. You're getting 10 versus one, right? Same budget. So you're allocating that budget differently. We can get into another podcast how that's done. But yeah, these are really simple. The production does not have to be high, and they're so valuable to people versus that corporate overview video.

SPEAKER_02 11:45

Agreed. Now that that brings in a question I was gonna ask you a little bit later. So assuming that we've created 10 pieces of content, that's not just 10 pieces of content. When you're gonna reuse those on your social media, your how can we reuse so that we're actually using the videos for more of a program?

SPEAKER_01 12:04

Yeah, so that's a great question. And I'm gonna jump to I happen to have some of my visuals here. You let me know if this comes in screen, but it's kind of a video first marketing strategy.

SPEAKER_02 12:17

Yeah, yeah.

Repurposing Video Across Channels

SPEAKER_01 12:18

So there's your video, and yeah, it is one video, but then you can put that into your sales process, follow-up emails, your website, blog posts, social media, email marketing sequences, for example, for nurturing campaigns. So being thoughtful and deliberate, can you do that with an about us video? No, that it's not appropriate for this stuff. Maybe you can do one or two, but certainly with the FAQ videos, you can now integrate those into all of these areas. And if you're a professional services firm that might have different industry practices, then imagine 10 videos on one industry area, and then you have another industry area that has another 10 videos and another industry area that has another 10 videos. So you're building up your content library of that stuff. And typically, these videos, because they're informational, they're not like topical, will last for three, four, five years. I have videos on my YouTube channel that if I played for you today, you'd be like, Yep, spot on, but it was done eight years ago.

SPEAKER_02 13:33

Yeah.

unknown 13:35

Yeah.

SPEAKER_02 13:35

The videos, you got to keep in mind that YouTube is the second largest search engine. So you're gonna get some traction with that. But I love the fact that one piece of content. Again, you were talking about batching, you did 10 videos, you do that one time. You've got one video, can be seven, eight, ten pieces of content. It's just it makes sense to do that. I agree. What do you think is the most common mistakes that video that people make when they're going to make videos for marketing and sales?

SPEAKER_01 14:02

Wow. There's a lot of them, and I'll maybe say two. First of all, it's if they're going to use a video production company like mine, is saying, how much does it cost? Versus here's what I'm comfortable spending or investing, what can you do with it? Because again, this corporate overview video, right? I could do many different ways, or these FAQ videos, I could do 10, I could do five, I could do 50. Okay. So what is it that what is it? Where do you feel comfortable investing? What do I need to do? Do I need a drone? Do I not need a drone? Do I have motion graphics? Do I not have motion graphics? I'm still going to give you a minute and a half video, but one will have drone shots, one will have motion graphics, and you'll like it more than if I don't have a drone and don't have motion graphics, but you'll pay less. So that's the first thing. Be open. Like there's a lot of great video production talent out there, and they just want to create good video. That's it. And the second thing is people starting with what they see in a video.

SPEAKER_02 15:18

Okay.

Common Mistakes: Budget & Shiny Objects

SPEAKER_01 15:18

And people are like, what, Robert? Don't we watch video? But when they start thinking about video to create a video or series, think about what is said, what the message is. And then you can create a budget for that. And I'll go back to the drone, for example. I had a conversation with somebody, they wanted a product, a series of product videos that literally could sit on a table. It was in a testing company for manufacturing metal and plastic and things like that. But this machine could sit on a desk.

SPEAKER_00 15:52

Okay.

SPEAKER_01 15:53

And in the first conversations, they wanted a drone. And I'm like, why do you want a drone? It's a product video.

SPEAKER_02 16:00

Yeah.

SPEAKER_01 16:01

And they're like, oh yeah, you're right. But they started with what they thought they wanted to see first, not with the realities of what they would say if somebody was there in front of them. So that's a great jumping off point. What a video production company's job is to take your message and apply visuals to it. So if you're coming to them with a talking head, the FAQ videos, that's all that we need. We might want to put some text up, but we really just need the talking head. If you want to show a product that I need to see the inside of that product, and I can't open that product up, then I need motion graphics or software or AI or something to visually show what's going on inside of that product.

SPEAKER_02 16:52

Okay.

SPEAKER_01 16:52

Right? It's a very different scope, aka investment, based upon the message.

SPEAKER_02 16:59

I love that. I love that. Okay, so where to start? So now you said you've you've worked with solo entrepreneurs as well as Fortune 500 companies. How does video strategy differ based on the company size, or does it?

SPEAKER_01 17:12

It does not.

SPEAKER_02 17:13

Okay.

SPEAKER_01 17:14

It does not. Every company has relatively the same objectives, and they work on those objectives for three months, six months, a year, and they move on to the next objective. And sometimes they have multiple business objectives that they're working on at the same time. So that doesn't change.

SPEAKER_02 17:32

Okay.

Message First, Visuals Second

SPEAKER_01 17:33

And even with the budgets, like I've had smaller companies invest more than larger companies. Right? That should not change. Whether you're small, medium, or large, it should not change. The fact that you can use iPhones now, or you can use$30,000 cameras with$20,000 lenses. You can do that. So it's really about I think yeah, it that should not change at all, the strategy that's involved in the execution and the marketing of those videos as well. Larger company might have more of a distribution, but the core tactics of how you leverage that video, aka the video first marketing strategy, right? Taking that video, transcribing it, getting it onto your blog, putting it in email nurturing campaigns, putting it on social, like doing those things. Small, media, or large companies still want to do the same stuff.

SPEAKER_02 19:09

Okay. So thinking about what you're talking about now, we start with your messaging, your strategy and your messaging. So then you would be very specific when you help a firm either create uh videos for like lead generation or sales enablement or SEO. Those are all different strategies, right? Correct. Okay. And you do, you've got a way that you work remotely. So if to help someone on the other coast to do their videos.

Strategy Scales For Any Company Size

SPEAKER_01 19:35

That's correct. Yeah. And it's a rock star solution. So there it's a tool. If you wanted to do a product video or an about us video or recruiting video, it's not the solution. Like we want to be on location for that. Yeah. But for the professional services firm with the FAQ videos, where the content is mainly driven by a talking head, it's Rockstar because our phones these days are really high quality. The difference is that we still give them the coaching and directing that most people need. One of the myths out there is that video is only cameras and equipment. No, it's not. There's a professional direct, especially when most people don't know how to be on camera, right? There's a coaching and directing, there's pre-production, there's post-production editing. It's all professional services that goes along with that. And you can get somebody out of college or you can get somebody like us that are more senior team. Guess which ones will be a higher investment. It's like that with any business. But the remote component is a really simple download of an app where we'll coach somebody. I'm actually using another version of that because there's a few software, I don't know, app download companies now. Well, I'm using a phone right now and it's the quality is great. Yeah. So they get the quality, the coaching without the investment of an on-location crew.

SPEAKER_02 21:05

I love that. And then you take the video, do the full production, and then deliver it back to the company for the uses.

SPEAKER_01 21:10

Yeah.

SPEAKER_02 21:11

I love it. I love it. It makes it easy to be able to say, and you can schedule a time and do the batch content for them through your remote software.

SPEAKER_01 21:19

That's correct. I love that. It's beautiful. It's a beautiful solution.

SPEAKER_02 21:23

Fantastic. Yeah. So definitely everybody's listening. If you're doing video, you want to do video, reach out to Robert. So let's go back to the talking about the video production. So you guys handle the whole production because I'm just wondering it when it comes to video, we're setting up our marketing, we're ready to get through it. Where does it break down? People have done their videos. Where do things break down when it comes after production is complete, whenever you want to use the videos, but you're just not doing it right?

Different Goals: Lead Gen, Sales, SEO

Remote Production That Still Feels Pro

SPEAKER_01 21:49

Yeah, it's the workflow here. But I talk to people, oh yeah, we're doing video, and I go to the YouTube channel, they have 41 views, and they're like a billion-dollar company. I'm like, if you just share this internally, like you'd have more views and more likes and more comments to boost the algorithms. So yeah, it's it's the post-marketing and not having a plan. I say that if you got started today, you will not get your MIDI, your video mojo for about two years. Because it starts with camera presence, planning strategy, and then doing a few rounds of videos, understanding this, and then having this, the marketing side, resonate into those business objectives, which just takes time. The marketing piece, because it takes time. And it takes time to put that video into different places. And especially if you've got maybe a mid-size or a large organization or you're working within a company like yours that does that for an organization, it just takes time to if that information exchange and to get the workflows down. And the first time you do that workflow, it might not work. So then you need to iterate and then it might. So that's why it takes about two years. But I'll say that when an organization like you and mine work together, that's when boom, like wonderful things happen because you're coming to me with a strategy in place with a content plan. I'm creating content that happens to be video. Video is the highest performing in terms of KPIs across the sales and marketing funnel. I give those videos back to you because you already have a plan for that, and then you execute. So all those kind of like pieces and workflows are like in place already. And then those videos get used. So I love that.

SPEAKER_02 23:48

Yeah, I agree. And I think your solution is really good in helping people with their you start with their messaging, go to the strategy, and then help them do the videos. I think that you just have an amazing service to offer to law firms. And I know that my visitors are gonna, listeners are gonna want to connect with you and talk to you a little bit more and maybe connect with you. Where would be the best place for that?

SPEAKER_01 24:09

Multivision Digital. Go to multivisiondigital.com. And uh if you're an attorney, multivision digital.com slash attorneys, there is a specific landing page for you guys.

SPEAKER_02 24:23

I love that. So the uh those notes are gonna be in the show notes, but absolutely I've seen your videos, I've enjoyed talking to you. You do a great job, and so I'm hoping people reach out to you. Let's get more video content out there because it is the best.

SPEAKER_01 24:39

Yeah, I think don't be afraid of doing video, and this is for law firms, but I think any firm, the adoption rate right now, and we're in January 2026, is still relatively low. A, don't think you missed the boat, and B, if you get your video mojo going in two years, you'll have a competitive advantage because there's going to be people that will ignore video for a hundred different reasons. I don't understand any of them, but they'll ignore it and they'll wait. But just like websites, just like email marketing, just like social, just like SEO that were once ignored, they're all like things that people just do now, and it's accepted. Videos on that same trajectory. So why not start now? Because you know you're gonna do it at some point.

SPEAKER_02 25:30

Yeah, we were all feeling uncomfortable in the beginning. In two years you're gonna cringe at your first few, but you did it. You got your feet wet, so you started going, you started doing it. But it's also the education factor, the no and trust factor. I think what you help firms do is just incredible, and it is long-lasting. I do agree with you there.

SPEAKER_01 25:48

Yep. Evergreen content.

SPEAKER_02 25:50

Absolutely. Robert, again, thank you so much. This has been an educational conversation. I really appreciate it. And I hope people reach out to you. Again, your links will be in the show notes so people can reach out to you.

SPEAKER_01 26:01

Awesome. Thank you very much. Thank you.

Where Video Efforts Break Down

SPEAKER_02 26:03

Thanks for joining me today for this episode. As we wrap up, I'd love for you to do two things. First, subscribe to this podcast so you don't miss an episode. And if you find value here, I'd love it if you would rate it and review it. That really does make a difference in helping other people to discover this podcast. Second, you can connect with me on LinkedIn to keep up with what I'm currently learning and thinking about. And if you're ready to take the next step with a digital strategist to help you grow your law firm, I'd be honored to help you. Just go to Lawmarketingzone.com to book a call with me. Stay tuned for our next episode next week. Until then, as always, thanks for listening to Leadership in Law Podcast, and be sure to subscribe wherever you listen to podcasts so you don't miss the next episode.

SPEAKER_00 26:49

Thanks for joining us on another episode of the Leadership in Law Podcast. Remember, you're not alone on this journey. There's a whole community of law firm owners out there facing similar challenges and striving for the same success. Head over to our website at LawMarketingZone.com. From there, connect with other listeners, access valuable resources, and stay up to date on the latest episodes. Don't forget to subscribe and leave us to review on your favorite podcast platform. Until next time, keep bleeding with vision and keep growing your firm.