For many lawyers, the search for the most effective marketing platform is a confusing and sometimes frustrating quest. You may wonder if you’re reaching prospective customers on your social media profiles, or if you’re producing enough on-site content to help with your search-engine optimization (SEO) and customer outreach efforts. Many attorneys will tell you that on-site content and social media are great, but the addition of video to your marketing toolbox can be worth the effort if it is done right. 72% of people prefer to use video to learn about a product or service.
It isn’t hard to see why videos can be useful for your legal practice: people watch videos regularly, whether they are at work, on their phones, or at home. According to a report from Hubspot, video usage is on the rise:
- 81% of businesses use video as a marketing tool — up from 63%, the number reported in our 2017 survey.
- 99% of those who already do use video, say they’ll continue to do so in 2018.
- 65% of those who don’t currently use video, say they plan to start in 2018.
With these factors in mind, you may want to try creating videos that showcase yourself and your practice and optimize them so that they appear in the search results when someone is looking for legal help in your area.
Step #1: Create a polished, entertaining video. With no shortage of high-quality cameras at relatively low prices, you should not worry about having to hire a professional camera crew to capture video for your firm. Instead, make sure to set up the camera in a place with good lighting, have content prepared to present, and edit the video for time and proper pacing. With a decent camera and some editing software – Adobe Premiere, Apple’s Final Cut Pro, and iMovie are all relatively user-friendly – you can create presentable videos quickly and efficiently. Make sure the topic is entertaining, informative and relevant to your audience.
Step #2: Post and tag your video. There’s no sense in shooting and editing a video if it isn’t uploaded somewhere for someone to watch it! YouTube is by far the most popular video hosting platform, and it is the second largest search engine in the world. YouTube also allows you to embed the videos you post on your YouTube channel on your website, which is another great benefit. Other places to host videos include Vimeo, Sproutvideo, and Viddler, to name a few, but most of them do not have the reach that YouTube has. Once your video has been uploaded, give it a relevant and catchy title, and make sure to include an SEO-friendly description, keywords, and tags before publishing. Just like with web pages, your video’s title and meta description help signal to Google what your video is about and why it should appear when people search using specific keywords.
Step #3: Embed the video on your site and focus on SEO. Once your video has been posted on your YouTube channel, you should also embed yourit on a relevant, conversion-oriented page on your website. Some marketers will also advise you to make the video the primary focus of the page if you want it to rank, so you may consider featuring it prominently and not burying it “below the fold” or down the page where viewers have to scroll to find it.
If you focus on generating informative and engaging videos for your firm, you will find that they can gain placement in the search engines that the average SEO campaign is unable to achieve, and generate valuable leads as a result of your efforts.