I had just finished my video marketing presentation to some really smart lawyers at the Bellagio Hotel in Las Vegas. I had made the mistake of sitting onstage during the next panel presentation. Toward the end of the panel discussion one of the audience members raised his hand and directed a question at me.
“You! You, the YouTube guy! This question is for you.” That’s what this guy at the back of the room yelled out.
He proceeded to tell the audience that he was one of the people who participated in creating a video for the young teen sensation Rebecca Black who created a music video called “Friday.” That song went viral with millions of views.
What should have tipped me off about this guy’s upcoming rant was that he was a vendor at this legal seminar and not an attorney. He was complaining that when he creates videos for attorneys he gets very limited views.
He wanted to know, in a demanding and accusatory way, how I can get lawyers large number of views, just like they were able to accomplish with Rebecca Black’s “Friday” music video.
After educating this guy on how to ethically and properly do it, he then asked me what is the highest number of views I have ever achieved for my own videos.
He then asked what is the average number of views an attorney could expect when creating educational video. I replied that ranged anywhere from 30 to 50 views.
He expressed outrage that any lawyer would want to create video to generate only that number of views. For some reason he believed that every lawyer who created video should have a massively popular video that goes viral.
I explained that an attorney who is creating laser focused topics seeking the ideal client and consumer, I do not want my videos going viral. That will not help me.
This guy just didn’t get it.
This vendor seemed to think that the only way to drive traffic was to have a massively popular video that generated hundreds of thousands and even millions of views to your video.
I told him that the goal of creating great educational attorney video is not to have a video go viral and not to generate hundreds of thousands of views.
Instead, I only want to attract qualified viewers who are actively searching online for this important information. If that means that my video only gets five or 10 or 15 views and those views generate qualified leads to my firm, then I have accomplished my goal.
This guy again, simply didn’t get it and was outraged and voiced his outrage to the entire room claiming it was ridiculous for lawyers to participate in my programs or other video programs when attorneys could only be expected to get limited number of views.
Afterward, I realized that this guy was fishing for information on how to improve his own efforts for his attorney clients. He clearly did not have an open mind and it was highly unfortunate that he chose this forum in which to voice his frustration with his own failings and lack of knowledge.
The goal for any attorney when creating a video marketing strategy is to ultimately get someone to pick up the phone and call. You don’t want 1 million views if none of them are qualified as your potential clients. Nor do you want to have to answer the phone for hundreds and thousands of people who are calling your office if they are really not qualified to become your client.
This guy simply correlated the number of views a video got with how well you are attracting qualified viewers. He clearly was missing a key element of understanding the conversion process and more importantly, he failed to recognize how to create a compelling message for his attorney clients and what compels a viewer who is searching online for information to want to pick up the phone and ask questions.
The more fundamental question that I should have asked was “If you don’t know what your attorney’s clients are looking for online, how can you help them create content that will attract your ideal client and consumer?
That’s exactly the problem with these lawyer video guys who are not attorneys. They simply create a video and throw it online hoping people will watch it. The problem is that these guys have no idea what your consumer’s legal problems are and what they are searching for online.
What do you think? Let me know in the comments below.