You may still be holding out against starting social media sites for your law firm. But to stay ahead of your competition, you need to fight with every weapon in your arsenal. That includes using Facebook, Twitter, and YouTube as promotional tools.
Perhaps the easiest of all three of these is making and uploading your videos to YouTube. Making videos may not seem easy, but after your first video you will find out how little effort it requires. The key is a simple video-making strategy.
- Keep it short. Your videos only need to answer one key legal question. In your first video, follow this formula: Intro -> Legal Answer -> Call-to-Action.
- Keep it casual. Most YouTube videos are not edited by professionals. All you need is a smartphone with video recording and something to hold your phone while you record. YouTube has video editing features if you need to make edits or cuts.
- Always include a descriptive video title and description. We have seen some great lawyer videos with poor titles. Make sure the title describes the question you are addressing and your law firm name. Describe the video further in the description. Include your website's URL and other relevant content in the description.
Videos used to be a bigger part of search engine results, but not anymore. While you could get an SEO boost from YouTube content, don't make that the goal of your legal videos. Instead, focus on distributing content. You can use your YouTube videos in your content, blog posts, and practice area pages. Having an extensive video library on YouTube and using it on your website can make your content more engaging. The longer people spend on your website, the better your SEO will be.
There are other reasons to have a YouTube account. YouTube is a unique social media platform. People habitually follow "YouTubers" and use the platform for many reasons. Users use YouTube for:
- As a search engine. When you want to learn about something, you will likely do an Internet search for information. But more and more people are searching not for something to read, but something to watch. They aren’t bothering with webpages—they’re going straight to YouTube for tutorials.
- For interaction. By turning your readers into viewers, you are giving them the chance to see and hear you before they hire you. They can get to know you. They become familiar with your voice, your tone, and your argument style. This familiarity can help you convert those clients when they come into your office. If you offer great information as well, they may “share” your videos on their social media. This can give you free publicity and a higher search engine ranking.
- Because it’s easier. A video is a more compelling way of learning than reading words on a page. Not just because it’s more fun, but because it requires less effort. Reading an article requires 100 percent of your effort and concentration. Videos allow users to be more passive while consuming your content.