Founder of Great Legal Marketing and a practicing personal injury trial attorney in Fairfax, VA
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.
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.