Foster Web Marketing
3 reputable marketing people writing about how important video will be this year.
I’m going to tell you that they’re wrong. Very wrong.
These articles proclaimed that lawyers absolutely need to be on video.
These articles described how video is important as a social media platform compared to articles and text.
These articles explained why lawyers need to be on video in order to get noticed.
As Dan Kennedy says, using video is simply one tool in your arsenal of marketing tools.
I have been using video personally to market my solo practice since 2006. I have generated valid calls and cases that resulted in settlements of $8.8 million over the past 8 years from people who watched my videos and called me.
This is not the year of video. If you think it is, you are about eight years behind the curve.
There are two important points that will eviscerate these marketing gurus’ articles. (By the way, I happen to like these marketing folks and I think they are good marketers. Except they’ve got this all wrong.)
Currently, more than 300 hours of video are uploaded to YouTube each minute.
Let me say that again clearly.
It wasn’t like this eight years ago.
It wasn’t like this seven years ago or even five years ago.
It wasn’t even like this three years ago.
YouTube, as a video sharing platform, has morphed into the second largest search engine in the world, directly behind Google.
With so much video content going up every minute of every hour of every day, the key issue for you, as an attorney looking to market your law firm is not to create a handful of video.
With so much content going up, think about the massive amount of video content that YouTube and Google must sift through in order to determine what content is relevant to someone’s query.
If you create five or 10 videos today, that’s analogous to spitting in the ocean. It’s analogous to a couple of grains of sand on the beach.
Eight years ago, if you created 5-10 videos you would easily be found.
This is not the year of video.
Video is here.
The number of videos online is increasing as well.
Don’t be surprised if next year you hear YouTube releasing statistics saying that 400 hours of video content are uploaded every minute.
The more important question for you, as an attorney looking to market your law firm using video is, how can you stand out from the crowd?
Want a few hints?
You need to learn about YouTube’s metrics and whether your video is relevant to someone’s question.
You need to learn about ‘best practices’ rather than trying to game the system.
The most important thing you need to take away from this article is that you need to create video content on a frequent and consistent basis.
Not just every month.
Not just every three weeks.
Not every two weeks.
By the way, don’t expect to create some simple educational video, throw it up on YouTube and expect your potential clients to miraculously find your content and start banging down your door.
You need to build a community of people who are interested in your content.
You need to do that organically.
You need to be engaged with people who comment on your YouTube videos.
You need to interact with people who have legal problems like the ones you provide solutions for.
No, I’m not talking about giving legal advice on someone’s YouTube channel. I’m talking about expressing sympathy. I’m talking about offering ideas and solutions.
Many attorneys have already gotten onto video. All is not lost. It doesn’t mean you won’t get found.
However, you need to create massive amounts of great educational content in order to help you get found using video. You need to provide valuable resources of information so your viewer looks upon you as the logical go-to resource for more information.
You need to have genuine subscribers wanting to watch more of your great videos. YouTube wants to see there is active engagement of people who are commenting and genuinely asking relevant questions. YouTube wants to see you respond to those questions promptly.
It is a fantastic way to communicate with your ideal clients and consumers.
Imagine walking into a party where you don’t know anyone.
If you simply start shouting that you are an attorney and you handle accident cases, then turn around and walk out of the room, do you really think anyone will care or run after you for your business card?
However, if you start talking to people in the room and express genuine interest in who they are, what they do and what problems they have, you begin to build friendships and relationships.
Same thing applies with video.
This is not the year of video.
This is the year of you learning how to stand out from the crowd using video.
There’s a big difference.
There’s lots more tips and tricks to learn that will make your videos much more interesting than they are now.
Before you start creating more video and blindly troubleshooting, you need to get an experienced video marketing lawyer to look at your videos objectively to diagnose your problem.
If you’re struggling with this and need an objective eye from someone who creates educational video every day, reach out to me and let’s chat. Let’s see if we’re a good fit for each other and how we might be able to help.
You can reach me at 516-487-8207 or by email: Gerry@LawyersVideoStudio.com.