Law Firm Marketing: How to Develop Online Videos That Produce Leads
YouTube set a new record this October with more than 20 Billion video views, according to comScore Video Matrix data. Approximately 184 million U.S. Internet users watched an average of 21.1 hours each of online video in October.
The comScore data also showed that for the first time Facebook ranks 2nd in online video viewers, with 59.8 million viewers.
When we build a client’s website, we always try to add video features. We know that lawyers love words. But your potential clients love video, and hosting your video clips on YouTube and Facebook is an excellent way to state your case to those potential clients as well as improve your search engine ranking.
Plus, it’s easy and economical to do. So whether or not you have video features on your website, you can create a YouTube channel for your practice that will do double duty for you, persuading potential clients why they should hire you, and boosting your Google ranking. Here’s how:
Pick your specialty. You’ve heard me say it before, but it bears repeating: one of the biggest legal marketing mistakes attorneys make is generalization. You need to promote yourself as a specialist (in the marketing sense) – you’re a divorce lawyer, or a car accident attorney, or an estate planning lawyer. Choose 3-4 topics within your area of specialization and develop informational talking points (no more than 3-4 minutes each) that potential clients will find useful. And remember, you are not shooting a commercial – make it short and informational.
Shoot your videos. Your clips do not need to be Hollywood-quality productions. You can get an inexpensive HD camcorder for around $200 and have one of your staff shoot the videos of you in your office or conference room. These camcorders have a built-in USB connection so you can upload each clip to your computer, edit it, and create a file for YouTube.
Set up your channel. With YouTube, you can create your own TV channel. The website will walk you through the process, including uploading and tagging your video. Be SURE you title and tag your video with your keywords (i.e., “Atlanta divorce lawyer”) so you feed those search engines. You will also need to add a description – be as specific as possible and load up on those keywords.
Promote your channel. Add your YouTube channel URL to all your social media pages – LinkedIn, Facebook, Twitter, etc. – as well as to your email signature. Have everyone in your practice add it to their social media and electronic signatures as well. You can also search for relevant videos on YouTube and post a video reply linking your channel to those relevant videos. And, of course, embed the clips into your website and link to your YouTube channel from there.
Online video is a great social media tool for your law firm marketing arsenal that can help you with SEO and attracting new clients.
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