Video is becoming increasingly important to law firm web marketing. YouTube website and video can help law firms with website adherence, improve professionalism, optimize your law firm’s SEO, and leverage social media marketing to get your message across to both your current clients. as well as potential clients. Let’s consider some statistics from YouTube. YouTube, owned by Google since 2006, has really amazing metrics. For example, at the time of this writing, the YouTube website claims that it attracts more than 800 billion unique user visits each month and that more than 3 billion hours of video are viewed each month. Every minute 72 hours of video are uploaded to YouTube, and in 2011 YouTube had more than 1 billion views or about 140 views for every person on Earth. Clearly, web video is attracting and retaining a large following.
How can you optimize your law firm’s marketing content for YouTube? Force is represented in numbers and variety. Once you have created a page (or space) on your law firm’s website, you should also create a YouTube channel. Optimize your channel for your target prospects and make sure your description and tags incorporate the long-tail keywords relevant to your target audience. Take advantage of your law firm logo and branding to make your YouTube channel look professional and current. Then fill both your channel and your law firm’s website with engaging content through multiple video media. For example, you can use PowerPoint Vlogs, talking head recordings (using video from your own laptop), Skype recorded videos, professionally recorded and edited videos, and recorded webinars. There are pros and cons with each of these web marketing related videos from your law firm.
- PowerPoint vlogs:These are quick and easy to create and publish. You will get better results if your slide deck was created by a graphic artist. Vlogs are typically a more casual type of video and can be used to quickly convey changes in a specific industry.
- Recorded webinars: Webinars can be recorded and posted on your law firm’s website or YouTube. Typically the shorter the better, as patience can wear out even for an interesting, albeit long, webinar recording. Webinars offer the advantage of looking and sounding “professional,” although the quality may vary depending on the vagaries of Internet performance and the recording devices used on the day of the webinar.
- Talking Head Recordings:Quality varies depending on the recording device used and the professionalism and experience of the speaker. For example, using a built-in HD camera may work well with some laptops; I usually suggest several practice sessions on various devices to compare and contrast the resulting video. Make sure your background looks professional, an office background, if not messy, it often looks better. You can also record in an empty courtroom, or on a quiet weekend, in front of a courtroom. This can be done with a computer or other digital recording device.
- Videos recorded by Skype:Skype interviews are often easier for the speaker because they answer the “interview” questions and do not need to be as rehearsed compared to Vlogs or talking head videos. Interviewers can use on-camera or off-camera technologies (split screen). Skype does not offer recording capabilities, you must use a third-party software solution.
- Videos from professional videographers:There are two types of these videos, those that feature or include live speakers, and those that use photos or images that convey your value proposition. The first could include a message from the managing partner or other attorneys, the second could include images of their offices and other materials related to the law firm, or images pertaining to your target market.
Once you’ve added videos to your YouTube channel and website, take advantage of these for your social media marketing campaigns. Post, Tweet, Pin, Like, Link, Blog, and Vlog your content. Push your video into your market using LinkedIn, Facebook, Tiwtter, Google, YouTube, Pinterest, Blogs, etc. Make sure your website links and call to action stand out both on your channel and in every video. Vary your video and vary your content for optimal efficiency. Educational videos tend to work best. One of the fastest growing areas of YouTube is related to “how-to” videos. Whether you’re discussing how to aggressively defend lawsuits, how to mitigate liability, or how to ensure driver safety, video is a great way to reach your target markets.
Remember, all of your content need not be specifically law-related as long as it is professional and engaging and results in quality traffic and interaction with your target market. Keep in mind that your content will vary drastically based on your practice. For example, attorneys who specialize in family law will have a different approach, look, and feel than those who practice corporate litigation. Your video content should “speak” to your intended audience. And when in doubt, you can create your own informal focus group, sending your video links to trusted clients, friends, and colleagues for honest feedback. If your law firm has yet to begin its video law firm web marketing initiative, there is no better time than now. If you’ve already started, remember to vary your video, content, and web marketing layout for optimal results.