Yes, You Can Use Web Video In Your Legal Marketing Campaign; We’ll Tell You How.

If you are not using YouTube as part of your legal marketing campaign, you may be missing out on a valuable resource. YouTube is the third most visited site on the internet, right behind Google and Facebook, with more than 100 million viewers watching video at any given time. And these viewers don't just watch video; they tweet about it. Approximately 400 tweets per minute contain a YouTube link.

There is no way to estimate the number of web videos on YouTube. Every minute, more than 24 hours' worth of video is uploaded. In fact, every 60 days there is more video uploaded to YouTube than was shown on the three major television networks in 60 years.

So how do you reach this large audience without getting lost in the crowd?

  1. Do your research. Before you start making your video, get familiar with YouTube. Watch your competitors' videos and decide what you like or don't like about them.

  2. Be original. Now that you've seen the competition's video, do something else. You want to make sure that your video stands out. Think about what makes your firm unique and make that your focus.

  3. Get attention right away and keep that attention. A viewer who is bored won't watch your entire video. You have about 15 seconds to convince the viewer to stay on your page. Use those 15 seconds wisely.

  4. Be professional. A screaming clown might get attention, but do you want a screaming clown as your attorney? Write your script in advance. Make sure it is well thought out and addresses your key points.

  5. Be real. Use real people saying real words rather than a PowerPoint slide presentation. A video is a great way to allow people to feel that they know you and can trust you. Don't be afraid to go behind the scenes - let the audience see your office or introduce your staff.

  6. Be educational. People love to learn something new when they watch a video. Answer a frequently asked question or give tips to help with a common problem. Use sidebars to emphasize key points.

  7. Be considerate. Focus on the viewer rather than yourself. Instead of spending ten minutes discussing your qualifications, let the viewer know that you understand what he might be going through. Describe a problem and then explain how you can help solve that problem. Another way to be considerate is to add closed captioning so you can reach the hearing impaired.

  8. Include your contact information. You may have a great video, but if the audience can't reach you it won't help with your marketing. Don't just end the video with spoken contact information; include your written contact information at the beginning and end of the video. Having the information at the beginning of the video lets repeat viewers access your number without watching the video again.

Want more information about lawyer marketing strategies? Join the Great Legal Marketing family by filling out the contact form on this page. We'll send you three CD's and a special report at no cost.

Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.