Lawyer Marketing: Who Is Watching Your Videos & How Are They Watching?

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These are two basic questions that you should be able to immediately answer.

Unfortunately, if you ask most lawyers who create video to market their law firm, they are at a loss to arrive at the answers to these questions.

“Who’s watching your videos?” should seem simple enough.

The people who need your information SHOULD be watching. The key question is whether you created video content that those consumers need. I have found that most lawyers and their video companies create content that the lawyers THINK their consumers want.

Instead of asking their consumers and potential clients what information they need, the attorneys just put out material that the lawyer wants to tell them about. Huge difference.


A few years ago, the only device we’d be concerned about was a desktop computer. Now, everyone has a smartphone and millions of videos are watched on smartphones daily. You’d be remiss not to focus on the mobile world of video and how it works into your video marketing strategy.

Since our mobile devices go with us everywhere and we use our mobile devices to consume information via written text, audio and video, it’s critical to make sure your videos are compatible with all mobile devices.

It’s also important that your videos are able to play HTML5 and not just Flash. There were formatting wars between the big tech companies and your videos must be compliant and be able to play on all mobile devices.

If you created videos last year and they’re not compatible with playing across all mobile devices, you’re leaving opportunities on the table.

Finally, if you’re not tracking your videos and demanding that your office staff ask callers how they found you, you’ll never know your ROI (return on your investment).

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Gerry, I've read your book and watched at least 100 of your videos, and follow your blog, so "I feel like I know you already!".

I wanted to introduce myself, I work for an attorney, David Aylor, in the Charleston, SC area. I do all his in house marketing, and most recently have focused on video marketing, using your approach.

We started exploring the strategy last July, started filming by September, and published the first video to YouTube Nov. 1. I am now publishing 2 videos per week and the response had been great.

I want to share with you how we have be utilizing the material on Facebook, to build a community of "friends" of the law firm. These are previous clients, referral sources, friends of the staff, other attorneys, new media (radio, TV, and print) as well as other prominent folks in the community.

I really was against the idea of Facebook marketing at first (because I think there's alot of hacks and snake oil salesmen in the "social media/SEO marketing" world). But I was very wrong, the content we are creating is being liked, shared, and commented on, and Facebook's strong community platform (and it's EdgeRank algorithm) is giving us a great way to keep our "inner circle" close to the office, and relevant in the minds of them and their friends.

This was the first video we posted to Facebook-
"Can My Facebook Profile Be Used As Evidence In Court?"
95 likes, 25 comments, 27 shares

The local NBC anchor actually saw it in his Facebook feed from a friend sharing it, and interviewed David Aylor for a 6 o'clock news story on Social Media and Privacy in the legal system. (you can see here if you'd like

I would love to show you more about how I'm strategizing these videos for YouTube use as well as Facebook now. I think there are definitely some areas of practice and law firms that it wouldn't work for, but I'm sure there are a bunch that would benefit from it.

Thanks for all you do, and I hope I get the pleasure of meeting you soon!

David Haskins