Founder of Great Legal Marketing and a practicing personal injury trial attorney in Fairfax, VA
You have convinced your viewer to click on your video to watch.
You have exceeded their expectations when you started talking.
You have motivated your viewer to watch your video till the end.
They have now reached the end of your attorney video and you ask yourself “What do I do now?”
Will they rush to pick up the phone and call?
Will they watch another one of your fascinating attorney videos?
Will they subscribe to your awesome YouTube channel?
Will they hit the ‘like‘ button on YouTube to tell all their friends on Facebook about this magnificent lawyer video?
Will they ask a question in the comment section or maybe even leave a comment down below the video player?
Will they get distracted by a related video of a kitten playing with a bear, and totally forget about you and your attorney videos? All of these possibilities!
What can you do as a really smart video marketer who uses attorney videos to market your legal services online to minimize the chances that your one-time viewer will go elsewhere?
You know what it means from a legal standpoint when writing a brief or a legal memo. But it means something totally different in the video marketing world.
At the end of a YouTube video, YouTube gives you choices in the form of a grid about other ‘related’ videos that you might be interested in. This means that if you’re talking about doing a real estate closing, one related video might be topics on home purchases.
Alternatively, YouTube might believe that your competitors videos are all related to yours and now you’ve got a problem-one that you have no control over.
EXCEPT FOR THIS…
YouTube allows you to create Spotlight Annotations.
These can be designed so that at the end of your video, before a viewer ever gets to see YouTube’s choices for similar content, you can present your viewer with more options to watch YOUR content.
This is something that we provide all our Lawyers Video Studio clients and if you’re not taking advantage of this opportunity, you are losing the ability to keep your viewers interested in YOUR content and not other related or unrelated content.
It is YOUR obligation to use every strategy possible to minimize the chance your viewer will leave your content and go elsewhere. Watch the video below to see how I use spotlight annotations every day. (Change the resolution to 720p or 1080p for hi-def, and then jump to the 2:40 min. mark and watch till the end. Then click on one of three choices.)