Before I began marketing for other attorneys, I was a long-time attorney and I used YouTube to generate leads for my law firm. So, you’re learning here from someone who has gone through it. Check out this blog on my top 10 tips for using YouTube for law firms.
Before You Develop Your YouTube Channel
You need to identify your goals before you develop your YouTube channel. My primary goal was to obtain new prospects – to be honest. But I had other goals too. I found in my practice that your average person in our country does not have access to lawyers to answer simple legal questions. And most of these people were clueless when faced with a legal issue.
As such, one of my primary reasons for creating the channel was to give away as much legal information as possible. I feel like I’ve helped hundreds of people (at least a little bit) with their legal issues.
Some attorneys have told me that they don’t want to give away legal information as that is a deterrent to getting hired. Nothing could be further from the truth. Most people are afraid to represent themselves. I’ve found that even if we give them information, they will not act on it anyways. So, don’t be afraid of giving away the fort. The people who really need your help will still work with you.
The Benefits of Using Video Marketing
Video is a form of content plain and simple. The Internet loves video and graphics. People are much more inclined to watch a video rather than read long form content.
When you create a piece of video content, you can use it across all of your marketing channels. You can use it on your website, on LinkedIn, Facebook, Twitter and more.
One great tip for repurposing your video content is to take your video, upload it to a website like rev.com and have it transcribed. Then convert the content into a blog article. Don’t forget to then post the video on that blog page.
What to be prepared for if you do invest in a YT channel
Using video marketing is a very long-term play. It’s worked for me but that is because I have stuck with it. My channel www.youtube.com/lawfull has been up for close to two years. During that time I’ve brought in two cases worth a lot of money and several other smaller cases.
One thing that YouTube likes is user engagement. As such, encourage people to leave comments in the comments section on your channel. However, you have to answer these comments. Most of the time this does not take a lot of time and I am often vague with my answers. Just be advised that if you do use YouTube for marketing, it is an investment of time as well.
Top 12 Tips for Using YouTube for Law Firms
Here are my top 10 tips for successful attorney videos on law firm YouTube channels. There are countless things you have to consider when developing a channel, but these are the primary considerations.
- Create all the elements required of a channel: By that I mean, you will need a channel ‘banner’. Be sure that the content on the banner is centered so that it renders well on mobile. If you use a photo in your banner, select a different photo for your avatar. Create a channel trailer or introductory video. Add graphics to it and have a lively and engaging logo.
- Make sure you optimize your YouTube channel: you are able to describe your channel with a short description about what your visitors can expect to find in your videos. Do your keyword research, learn what people are searching for in your space and use those keywords to describe the channel.
- Optimize every one of your videos: again, do your keyword research before you create a video. It does you no good to do a video on a topic that no one is searching for – unless you are targeting a very well defined nitch. Optimizing your video with tags is super easy to do. It just requires a little research. Do not skip out on this task. Your tags are critical to getting found. YouTube keyword research is similar to keyword research you would do for blog writing. Check out this blog I did that includes some tips on how to do keyword research.
- Batch recording: record 4 videos at a time. Change shirts or outfits between videos to give the impression that you recorded them at different times. Your life will be much easier if you knock out several videos at a time.
- Your video does not have to be a work of art: Most videos on YouTube are not beautifully done. Your watchers are more concerned about the substance of your video than the style of it. Have good lighting and good sound but don’t obsess about making everything look perfect.
- Plan your video length before you shoot. I’ve found that 50 percent of all my views stop watching my video after 3:30 minutes. However, I am not making videos that length. Why? YouTube works the same way that television does. YouTube wants you to stay glued to YouTube and not go elsewhere. The longer your viewer watching your video the better. There are workarounds to this. You can lead your viewer to another one of your videos or playlists. But generally speaking, don’t create video length based on view time.
- Video tone and sophistication: If your audience is the general public, talk to your audience like you’re talking to a middle schooler. Your general viewing public has no idea was res ipsa loquitor means but they get it when you talk about negligence.
- Have a video script: unless you are remarkable at speaking off the cuff, have a script to guide you through your video. For my videos, I have an outline I use. I will record a short burst, stop recording, look at the script, and start recording again. Some people use teleprompters. I tried it and it didn’t work for me. Bottom line is to have some guidance as to what you’re going to talk about. No one cares if you look down at your guide a few times through a video.
- Have energy when speaking. This is often hard for me. We’re lawyers and we are often stoic in our delivery. But when watching videos people are drawn to inflection and gestures. It’s important to have a personality in your videos to keep from boring viewers. It’s ok to show emotion, to joke around a bit, to speak a bit off the cuff. Show your personality and viewers will respond.
- City centric keywords versus a generic focus: Sometimes I optimize my videos with a city in mind. For example, I’ve done videos with a real estate attorney and my video title was “Chicago real estate lawyer.” Other times, I’ll title a video more generically like “Slip and fall accidents – Top 10 Things to Know.” It depends on your focus. If you’re only interested in local traffic, you can focus on your city. However, it may limit your viewership.
- Title your videos: Google and YouTube are in essence computer programs. They are getting better at ciphering the actual content of videos, but they still rely on us to tell them what our videos are about. As such, it’s important to name your video properly. Notice that when you upload your video into YouTube, it automatically takes the video title and uses it. And, of course do your keyword research before you name your video.
- Take a course: there are a lot of courses you can find on YouTube that you can take to learn how YouTube works. I myself took a course from Sean Cannell who is very knowledgeable and from whom I learned a lot.
Thanks for checking out this blog on my top 10 tips for using YouTube for law firms. If you are interested in using YouTube to market your law firm, reach out to us.