Why Your Attorney Video Stats Won’t Help You With Your Lawyer Video Marketing


Gerry’s actual YouTube stats as of Dec. 16, 2012.

Your attorney video statistics are only as good as the people who interpret them. I’m not just talking about the number of views you get on a particular video either.

Many video production companies hype the fact that they will give you lots of cool graphs and stats about your video views. They will tell you how you can login to a secret website to learn about your Google analytics and how beautiful your graphs are.

I’m going to tell you right now that the video statistics you get either from a website or from your video company are 99.9% meaningless.

Here’s why.

The only time having statistics is useful is if you plan on taking action based upon the data that you glean from those statistics.

That is the only purpose for you learning about the statistics. If you just want to find out historically how your videos are performing, then reading those fancy graphs and data are perfectly acceptable and they should do nothing but stroke your ego or make you very disappointed.

The fact remains that if you fail to take action, one way or another based upon the statistics that you review, you’ll be wasting your time and energy to delve into statistics of your video views, length of time watched and any other metric you care to look at.

If your videos are not being watched after the first 10 seconds, you’ve got a major problem. It means your attorney video content is not compelling. It’s not interesting. It’s not educational. It means viewers are leaving in droves. You need to change. Immediately.

That would literally mean you would pull all your existing videos and re-do them.

How many of you would actually consider doing that considering all the expense and time you invested to create those original videos?

There’s only one key metric that you ever need to be concerned with. Actually two.

The first metric is how many viewers called as a result of watching your videos.

The next key metric is how many of those callers turned into valid cases?

As a natural progression, you’ll always want to follow through and determine of those valid cases, how many turned out to be profitable and by what amount? You always want to be able to track your return on your investment. Those are the only true metrics you ever need to be concerned about when creating attorney video to market your law firm.

If you have no desire or intention to change, add or improve any of the videos you have created, my best recommendation is not to bother with any fancy graphs or statistics because the data will not change what you do.

Focus on those key metrics and you’ll have a much better handle on how well your videos perform.

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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 http://bit.ly/VyALj4)

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