Lawyers: Why Your Video Marketing Is All Wrong

Who are you marketing to?

Why are you marketing at all?

Who is your intended target that you expect will find your marketing message?

Who is searching for you?

As Dan Kennedy often says, the “Who” is often more important than anything else. If you don’t understand who is searching for you, then you will be creating video content that never addresses your right target audience.

Most lawyers create content thinking that they anything they put up online will be found. Like the phrase in the Kevin Costner baseball movie “If you build it they will come.” So not true.

Many video companies take the same approach. They’re happy to get a new client who is paying them money to create video. Their ultimate goal is to create their video product, get it up online and then move on to the next video client.

A video marketing company, on the other hand, goes out of their way to help you market your law firm and teaches you different ways to use that content to promote you and your videos.

A typical video production company says “Tell us about the type of area you practice it. Give us a few FAQs and answers. Tell us about where you went to school and give us an in-depth bio.

They usually are not very creative with coming up with compelling new content, unless they are trying to copy something they’ve seen elsewhere.

However, does your video company help you distinguish yourself from all the other attorneys who create video? If they can’t, then you are at a significant disadvantage.

Remember this point. Your goal, when creating educational video is to stand out from the crowd. You never want to be lumped in together with all your colleagues and competitors. You want to make compelling, educational content that shows viewers you have knowledge and information that they want and need more of. The only way you can do that is by using video to teach and educate.

The key question is deciding what you’re going to teach your viewers. Importantly, who are your viewers? It all circles back to understanding who is it that is searching for you online? Who is it that needs your legal services? Who is it that has a legal problem?

Understand that and you’ll have your answers.




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Gerry, I want to thank you, you’ve helped me – not just to use video that actually converts and gets me what I want from the video that I use on the web. You have consistently delivered information to very smart, very savvy businesspeople – lawyers and professionals – that they just rave about and that they are going to start implementing in the next couple days to radically change and transform how they deliver the value to clients and how they get paid for it. Gerry, thank you! Fantastic!

David Frees
Unruh, Turner, Burke & Frees