Your Law Firm Marketing Potential on YouTube

Law firm advertising can be tricky for lawyers because growing your business isn't something that's taught in law school. But video marketing – especially via YouTube – can be a cheap, effective tool in law firm marketing campaigns if you know how to use it to your advantage.

Potential Audience

One reason that YouTube is so effective pertains to the size of its audience – more than one billion people worldwide use the video service. It also reaches more people in the 18-49 and 18-34 age groups "than any cable network in the United States," according to the video-hosting website. As more people turn to their smartphone and away from their computer, YouTube's mobile usage has increased, which means that your firm can reach people no matter where they are. Users can also comment on videos, which creates engagement opportunities with your law firm. And since posting videos on YouTube is free, your firm can reach a large audience for only the cost of producing the videos.

Ideas for Videos

Producing a YouTube video may seem daunting, but it's actually easy – LegalInk suggests starting with frequently asked questions in the area that you practice. For example, if you practice divorce law, creating videos that answer commonly asked questions about divorce will attract the right audience and keep viewers engaged. If you provide practical information they can use, they are more likely to subscribe to your YouTube channel and keep your firm at the forefront of their mind when hiring a lawyer. If you simply promote your firm, people will be less interested.

Video Creation

When writing a script for your video, keep it between two and five minutes. The American Bar Association explains that the short format of YouTube videos forces attorneys "to explain issues in a simple format." The ABA also notes that if your video is sloppily made, people will assume the same about your legal work, so it is important to film the video with good lighting and audio. The ABA recommends hiring professionals to film your videos to ensure that you're producing a quality marketing tool. Purchasing stock video to integrate into your own video may be another way to enhance your video. Other considerations include where you should film the video and the tone that you want to set for the video (e.g., formal, laidback).

YouTube Video Optimization

Rather than posting a video and crossing your fingers that people will find it, you can reach a wider audience by tagging videos, just as you tag a blog post. Combining your videos with other marketing content will help as well. For example, the ABA suggests integrating videos into email newsletters. You can also embed them in your website's landing pages. Remember to include your contact information in the video so that people know how to reach your firm. Creating and uploading YouTube videos on a regular basis is also key to successfully using videos as a marketing tool because it will help you maintain subscribers.

Ultimately, marketing your law firm via YouTube comes down to professionalism and engagement. If you create content that people can use rather than promoting yourself, viewers are more likely to remember your firm and turn to you when they need in-depth advice and legal counsel.

Happy Hunting!

Phone: 631-686-9700

[email protected]

answeringlegal.com

facebook.com/answeringlegalinc

twitter.com/answeringlegal