Reasons To Use Law Firm Video Marketing
If you think that attorney marketing videos are inherently bland and can’t appeal to viewers on a massive scale, check this video out:
Attorney Jamie Casino wrote and directed this 2-minute video that aired on Georgia channels during the Super Bowl that’s being heralded as “epic” and “amazing” by viewers, and has garnered close to 3 million YouTube hits.
The story breaks down like this. Casino was once a notorious criminal defense lawyer representing irreputable clients until his brother, a devout family man, was wrongfully killed. Casino now passionately serves as a personal injury attorney, and fights for those who can’t fight for themselves.
Minutes after its airing, links to this video on YouTube were passed around on Facebook, Twitter, and Reddit at lightning speeds, creating a viral storm. In the upcoming weeks, Casino is now booked to appear on ESPN and Good Morning America.
So what can attorneys learn from Casino’s video marketing efforts? A lot. Here are 3 key takeaways.
Can Go Viral
Casino took a heartfelt personal story, some creativity, and made a video that was so original and profound people couldn’t help but share it with others.
Every attorney has a story that inspires them to do what they do, either personally or professionally. Use life experience when you market yourself in a video. Be authentic, personable, and human. If your video can connect with others on an emotional level, just as Casino’s, it can be shared and viewed on a viral scale.
TIP: Casino likely spent good money for the Superbowl slot, and the production company that helped him produce the video, but a highly-polished video isn’t required to hit a viral status. All computers now come with some kind of editing equipment, and video production software is relatively inexpensive. Remember, it’s the content of the video, not necessarily the quality.
Great For Branding
Casino uses a fiery sledgehammer in his video to break down the injustice on his brother’s grave, which he has used in other ads. Now, when this signature sledgehammer appears in future videos, viewers who are familiar with his ads will recognize the video as Jamie Casino’s.
Video can help brand your firm easily and effectively. This is not to say that you need a physical totem to brand yourself, as Casino’s sledgehammer, but you can brand yourself with the style of videos you produce, and even the subject matter. If you’re well-seasoned in DUI defense tips, produce a series of videos as a DUI instructor, etc.
Video can help brand your firm easily and effectively. Play on your strengths, and produce video(s) that show your legal expertise. Do you know DUI defense tips that aren’t well-known? Make a tutorial video. Can you give clear instructions on the first steps someone should take if they’ve suffered a personal injury? Outline these in a video.
Clear, informative, and short instructional videos will educate your viewers, and poise you as the go-to lawyer due to your industry knowledge.
Great For SEO
Casino’s video has garnered so many backlinks and YouTube hits, one only has to enter “Superbowl lawyer” on Google, and Casino’s video is front and center. Google now indexes video with priority (Google owns YouTube), so marketing with video should be a main priority for your firm, if it isn’t already.
People searching for legal representation will almost always prefer to see you and hear you than just read your content on a web page. Google video searches are great for this. They allow potential clients to see you in action; whether you’re introducing your firm or giving a tutorial on a complex legal matter. Being indexed on Google video will boost traffic to your website and your social media networks.
Plus, uploading your video(s) on YouTube will increase your online visibility tremendously (Google owns YouTube, get it?). And if you happen to make a video that goes viral? You just hit the legal marketing jackpot.
For more attorney marketing tips and tricks, including tips on producing videos for your firm, we can help! Contact one of our marketing specialists today for more information.
Good For Community.
Video is one of those things that people love to share on Twitter, Facebook, Google+, etc. Having a good video on your website can pass your name around and expose your firm to a world of connections that might have otherwise been inaccessible.
Increase Mobile Users.
Everything is now done by phone, especially watching videos. The more your website accommodates mobile users with video, the more traffic you’re going to drive to your site—and conversion rates are likely to increase from here.
Provide Lasting Results.
Videos can take impersonal web text and inject life into it by putting a face to your firm and a voice to your message. Withstanding a personal introduction, video is the closest thing that potential clients have to see you and hear you in real time. In turn, viewers are more encouraged to meet you, as an emotional connection has already been made.
Build Client Trust
When a prospective client reaches your attorney website, one of your primary goals should be to build trust with that person. Ideally, your site should give any visitors the impression that you are a knowledgeable, personable attorney they can put their faith and trust in. But how does one go about accomplishing this?
One of the easiest ways to build trust with your potential clients is to feature attorney videos on your website. When visitors first arrive at your site, they are most likely looking for answers to some pressing questions: “Can I get disability benefits for fibromyalgia?” “How do I know who is liable in a slip-and-fall incident?” “Will my drunk driving charge affect my job?” You can help answer these questions with short, informative videos that focus not upon you and your qualifications, but upon educating the client and demonstrating your expertise.
By giving straightforward answers to common questions in your legal specialty, you can show off your natural speaking style and begin establishing a connection with a prospective client. He or she will be relieved to note your attention to detail and expert opinions on his or her questions. Additionally, potential clients in tough legal situations may be nervous about getting in touch with an attorney, but via your videos you can ease their fears with your confident attitude and personable approach.
Another benefit of video is that many people are visual learners; they may not wish to read dozens of pages before deciding whether or not to contact a lawyer. By offering a lawyer video section on your site, you can encourage the visual learner to interact with the site in a way that would not be possible on a traditional, text-only website.
Focus your videos on what clients want to know: answers to their legal questions. Spending time discussing your education and qualifications will not build trust with a new site visitor. If possible, describe past cases that you have had success with, as potential clients in similar legal situations will not only learn from such examples, but will feel more comfortable contacting you.
If you need help creating your attorney videos, Optimized Attorney offers an affordable solution: question-and-answer interviews. Using Skype—an online webcam program—our interviewer will connect online with you at your home or office and ask you a series of predetermined questions about basic legal topics. You will be able to see our interviewer right on your computer screen, and vice versa. We will even provide you with all the necessary equipment and help you set it up.
A 90-minute interview can result in as many as 18 videos that we can edit and post to your website. Each video clip will answer a specific question that a potential client might ask, and each clip costs just $100.
This program allows you to build the trust necessary for a great attorney-client relationship from the time a potential client first visits your website. If you’d like more information about our Skype attorney video program,contact us here. Or, learn more about our skype lawyer video program.
Reach Clients Who Don’t Read
At Optimized Attorney, we create high-quality educational content for attorneys to share through their websites and social media platforms. Under this “teach, don’t sell” philosophy, we have facilitated a professional and rewarding online presence for many clients.
But guess what? Potential clients aren’t reading these articles! The average page visit for attorney websites lasts less than seven seconds. Sure, many attorney websites are guilty of poor quality content that causes site visitors to move on after a glance, but even the best content can’t entice someone to read when theyjust don’t feel like reading.
Our “teach, don’t sell” philosophy must adapt to the realities of today’s web users. In the international classroom of the internet, readers don’t sit nicely at their desks, and no one will slap them with a ruler if they return to their game of “angry birds” instead of carefully contemplating all the thought-provoking articles on your site.
So, Is Quality Content Dead?
No. Quality content never goes out of style. The three main benefits to having quality content on your site are:
- Google rewards high-quality content with more favorable search rankings.
- Interesting and accurate articles improve the appearance and professionalism of your site.
- Great content can stimulate and engage site visitors to stay a little longer, taking your average page visit to an ideal 30-40 seconds (any longer, and they are likely not searching for an attorney, and are trying to do their own research instead).
What “Quality Content” Means
The caveat to number three is that “great content” does not mean the thorough and legally specific articles you might envision for your site. A modern definition of “quality content” must incorporate the visual aspects of a site that engage readers more successfully than writing can. These may include:
- Videos. Informative videos can impart key information to visitors who would rather not read through a library of articles.
- Infographics. Combining text and images, infographics are more immediate and accessible to site visitors than a regular article would be.
- Creative web design. Strategically utilizing space and other design features of your website can transform intimidating pages of legal text into an accessible, organized, and intriguing resource for site visitors to use.
- Adaptability. Trends are always changing, and we are constantly adapting our content strategies to these changing tides. Our clients can count on us to be responsive to the evolving experiences, needs, and realities of web users.
The Simple Way to Add Video to Your Attorney Marketing Arsenal
First it was infographics, and then podcasting, and now video marketing. That’s right, video marketing is having its day in the sun, leaving law firms to wonder whether they should invest in the latest trend or wait for the fuss to die down. In this article, we discuss why you should use video to improve brand reach and attorney SEO, and how to start creating videos that attract viewership.
The Argument for Attorney Video Marketing
Before jumping into the how, let’s start with the why: is video marketing beneficial for your law firm? Consider these statistics:
- Facebook videos achieve 135% greater organic reach than photos (Socialbakers)
- HubSpot reports that 43% of people would like to see additional video content
- More than 50% of people pay close attention to videos rather than skimming, making it the most thoroughly consumed type of content (HubSpot)
- Videos on Twitter receive 6x as many retweets than photos, according to Twitter
In conclusion, yes—video marketing can potentially be a great addition to your law firm’s marketing strategy because audience engagement tends to be high. The results of your attorney video marketing endeavors, however, depend upon developing and implementing a strong strategy. Use the step-by-step guide below to do just that.
7 Steps to Add Video to Your Attorney Marketing Arsenal
Find your audience, find your medium
There is a lot of hype about Facebook video, but even the highest-quality Facebook videos won’t result in greater revenue for your law firm if your audience doesn’t use that platform. Determine where your ideal clients are in order to find out which medium(s) your legal practice should focus on.
Where do you see the greatest ROI from your current online attorney marketing efforts? Twitter? YouTube? Turn your attention there when beginning your law firm’s video marketing strategy.
Gather the resources that fit your budget
If you have some law firm marketing funds to work with, invest in video making tools like a camcorder, video editing software, and the like. (Or, if you would prefer to outsource the production process, reach out to a third-party that is experienced in creating social videos. They can send it back to your team to post on your website, social media, etc.)
Even attorneys with tight marketing budgets can make video marketing work, though. Grab and become familiar with just a few affordable essentials for crafting videos in-house:
- iPhone 6 (if you do not have access to an iPhone 6, an iPhone 5 will do)
- Tripod to stabilize the camera
- Lavalier microphone (“lapel mic”) to enhance audio
Note: The materials above are ideal for “talking head” videos where you speak directly into the camera, as well as attorney marketing videos like interviews. If you’re looking to create high-end animated videos, for instance, invest in animation software rather than an iPhone and tripod, or outsource this project.
Develop a script
The average length of a top YouTube video clocks in just under 4.5 minutes, according to minimatters.com. Write a script to help you make those short minutes most effective. No need to start from scratch if you’re pressed for time; just repurpose existing content.
For instance, a criminal defense attorney could repurpose a popular blog post about sealing arrest records in California, tweaking the article just a bit for a more natural presentation when spoken.
Lights, camera, action
Arrange your set for filming. If you’re creating a talking head video, consider elements like:
- The background—no messy desks or distracting noises
- Height and angle of the camera
- Placement of the microphone
- Audio settings
- Prepping any necessary materials like slides or a white board
Do a 30-second test run to ensure that audio and video are perfect before filming the entire video.
Edit and review
Use editing software to enhance the audio and video, brand the video with your logo, include music if desired, and add captions (social media users watch roughly 85% of videos with the sound off).
There are dozens of affordable online/app-based software options available—Filmora, to name one—as well as the standards like Windows Movie Maker and Apple iMovie, which are automatically included in most computers nowadays. After editing, do a final review to ensure that your entire video looks and sounds polished.
Optimize for SEO
Help potential clients and search engines find your videos:
- Include a relevant keyword phrase in your title (but limit titles to 65 characters maximum whenever possible)
- Make sure that your video file name is optimized as well (forget “video1.mov”)
- Feature a video description with relevant keyword phrases
- Link back to your website in the description
- Choose an appealing thumbnail image
Don’t forget to use tools like Google Keyword Planner to identify the most optimal keywords for your videos.
Disseminate and strategize
Post on your website, Twitter, Facebook, or wherever is most relevant to your audience. Also, push more viewers to your videos by tying them into other lawyer marketing strategies such as your law firm’s email marketing strategy. According to The Huffington Post, including “video” in an email subject line can boost open rates by 20% and increase clickthrough rates by more than 60%!
Repurpose Your Blogs
If there was ever an easy way to integrate video into your law firm marketing plan, repurposing your blogs would be it. The content is already written – all you have to do is record it. You can choose to do a personal, face-to-camera type video or you can do a simple slideshow and just read the words as they appear on the screen.
Both are equally effective and both give you great content to show off your firm’s expertise.
If you have clients, there’s a good chance those clients have questions… so use video to answer them. Pick some of the most frequently asked questions – “What’s the difference between a Will and a Trust?” for example, or “Do I really need an attorney to file a no-fault divorce?” and then provide solid answers to ease their concerns. You can also use an FAQ video to answer more generic or administrative questions, such as “How much will this service cost?” or “What happens during a free consultation?”
As long as the content provides useful information, it’s worthy of a video.
The next time a client sends kudos your way, ask if they’d be willing to share their sentiments on camera. Nothing beats seeing and hearing other “regular people” with similar problems explain the solution that worked for them.
Think of these videos as mini case studies that show off your stellar services. You can group several short clips together to make an advertorial-style video or if your client is willing to chat, turn that testimonial into a mini-infomercial for your firm. And if your client isn’t keen about being on camera or filming just isn’t plausible, don’t worry… audio works well too and if nothing else, you can simply show off your testimonials in a slideshow.
Want to tell new website visitors how to navigate your website or how your firm can serve their needs? Tell them in a video. Use this type of video to introduce your firm, talk about your practice areas and highlight any services or benefits you want your prospects to see. You can also use this video to increase mailing list subscribers by closing with a call to action that offers a free report in exchange for their subscription.
And speaking of mailing list subscribers, video is by far the most popular form of lead generation. To benefit from this type of video, create a short piece that highlights a particular lead generation asset – a free report, for example, or an introduction to an online webinar. Keep it brief – 60 seconds should be enough – and “push” your viewers to take action and join your list.
How can I increase visitor interaction with my site?
Every attorney, regardless of area of practice, should be interested in creating a compelling experience for visitors to his or her website. When your visitors are engaged with your content, they are more likely to consider you an authoritative source and contact you. Optimized Attorney has worked to discover what appeals to clients, what they want to see from a lawyer’s website, and how to keep their interest online.
While there are many ways to increase visitor interaction, attorneys should ask themselves this simple question:
“Am I using online video?”
If you aren’t already, you should be. Nielsen, a leading tracker of consumer habits online, reports that the average American web user watches over three hours of online video per month and that over 10 billion Internet videos have now been streamed to viewers in the United States alone. That’s a massive market, and one you will not want to alienate with a lack of video content.
Videos on your site can do the following:
- Show your personality and expertise to potential clients before they ever pick up the phone or start typing an email.
- Educate visitors about the law in an easy-to-understand format. Visual learners will appreciate explanatory videos more than plain text.
- Offer a different form of communication. Engaging your visitors in multiple ways on a website will give them more reasons to contact you.
- Get your message onto search engines and heavily-trafficked sites like YouTube. The more content you create and the greater number of places you publish it, the more likely you are to be found by someone who may need your help.
Internet video continues to account for a growing share of all online activity and you will not want to miss your chance to connect with potential clients in this important realm of web marketing. Videos can be entertaining, informative, and eye-catching simultaneously… something that pure legal text rarely is.
Here are two examples of how video can be used to enhance an attorney website: The Milwaukee Disability Attorney and First Coast Accident Lawyers
Why Attorneys Should Be Using YouTube
As an active lawyer, you want to market your firm in the most efficient ways. You likely update your website and blog with fresh content weekly, and your social media pages are buzzing with daily posts and tweets. But how often are you using videos on YouTube to market your firm? Are you using YouTube at all?
With over 4 billion views on it per day, YouTube is one of the most cost-effective (it’s free) and efficient marketing tools available. YouTube videos can educate and entertain, funnel pools of traffic to your website and social media networks, and expose your firm to a world of connections on a local and global scale.
Although there are many reasons to use YouTube to market your firm, here are the top 5 that can boost your legal marketing efforts in all the right ways.
1. YouTube Videos Inject Life Into Your Legal Marketing
More than any other marketing strategy, videos allow potential clients to see the real you; not a photo or your written words, but a talking, moving, breathing you. For this reason, YouTube videos can deliver ideas with authority and emotional impact far better than static pictures or written text.
2. YouTube Videos Can Go Viral
Although the over-a-million-viewed video club often stars kittens or quirky wedding guests, any video has the potential to go viral. If your YouTube video(s) can tap into the want or need of the viewing public, and it’s liked enough, it can be shared and viewed on a viral scale. And a viral video is the equivalent of marketing gold.
3. YouTube Videos Accommodate Mobile Users
By accommodating mobile users with YouTube videos, your firm is tapping into unlimited marketing opportunities, because:
- Online video now accounts for 50% of all mobile traffic
- 92% of mobile video viewers share videos with others, and
- Mobile viewers are three times as likely to view a video as laptop or desktop users.
4. YouTube Videos Can Augment Your Other Content
Have you secured a favorable verdict in a case that had unique circumstances? Discuss the details of the case (omitting names, etc.), and how you secured a winning verdict in a 2-3 minute YouTube video—then link this video to a PDF of the legal documents involved in the case. This gives viewers a chance to see multiple sides of your work.
5. YouTube Is Google’s Darling
Since Google is now structuring its search engine to benefit users who use video by boosting their PageRank, using videos on YouTube will keep you in Google’s good graces for a long time coming. Don’t forget, Google owns YouTube.
Want to upload videos to YouTube, but don’t know how or where to get started? We’ve got you covered! Our quality crafted, cost-effective infographic videos provide legal tips and advice, are fun to watch, and can be uploaded to your YouTube account in a snap. Check them out here, and contact us for more information.
How to Promote Your Law Firm Using YouTube
In my last post, we talked about some of the different ways you could use video to market your law firm… now let’s talk about what to do with those videos once you’ve created them.
After all, there’s more to video marketing than just uploading to YouTube.
One of the fastest growing networks in the social media market, YouTube offers access to over 1 billion users according to their latest statistics, but that alone doesn’t guarantee your video will be seen. Those same statistics also reveal that over 100 hours of video are uploaded to YouTube every minute, meaning that you’ve still got some work to do if you want to get the most from your video efforts.
Fortunately, marketing your law firm on YouTube isn’t as hard as you might think… here’s some simple ways to promote your videos, and your law firm.
Complete the Video Profile
YouTube offers a number of tools to help viewers find your videos… and you see them every time you upload something new. In addition to crafting a catchy title, you can also include a more detailed description and keywords that not only make your video easier for your users to find, it enables the search engines to find it as well.
And don’t forget to make your videos searchable… YouTube gives you the option of setting your videos as Private, Public or available only to those with the URL. Choose Public if you want your videos to be seen by everyone.
Take Advantage of Your Channel Settings
Every YouTube user has a “channel”… that is, a dedicated page where other users can see who you are and what you’ve uploaded. YouTube recently updated this channel with some exciting new features that make it even easier to promote your law firm to the rest of the world.
A trailer video for example, can be shown to new users visiting your channel for the first time. This video could be an introduction to your law firm or an animation that highlights a common problem or concern in your area of practice.
Custom artwork, such as a logo and brand-oriented header can be added to the top of the page and you can also change that default URL from a random string of letters and numbers to something more meaningful, such as the name of your law firm or a keyword-rich identifier.
Your channel is now also cross-browser compatible, meaning that it displays the same on mobile devices as it does on desktops, so all your branding efforts aren’t for naught.
Share It on Social Media
YouTube accounts can be “connected” to Google+ pages, giving you an easy way to promote your videos to Google+ followers. But don’t stop there…
Use all your social media profiles – Facebook, Twitter, LinkedIn, etc. – to draw attention to new videos as they’re uploaded and ask your followers to share it with their readers… statistics show that the quickest way to get something retweeted or reposted is to just ask.
Post It On Your Blog
YouTube gives you an easy way to post your videos to your blog. Once the video is uploaded, click the “Share” tab below the video, and then “Embed.” Copy and paste the coding shown in the window and viola! Your readers can now watch your video without having to leave your website.
Your entire marketing strategy is designed to do one thing: attract new prospects and turn them into leads. To do that, you need those prospects to subscribe to your firm, whether it’s by joining your mailing list, following you on Twitter or subscribing to your YouTube channel.
YouTube’s annotation feature gives you an easy and effective way to make this happen.
Log into your YouTube account, select the video you want to annotate, click the drop down arrow next to the “Edit” button and choose “Annotations.”
You can add speech bubbles, text boxes and title overlays or you can simply “spotlight” an area of the video so that the popup box appears when the user hovers over the area with their mouse. This allows you to create subscribe buttons right in the video for example, re-route your viewers to other videos within a collection or redirect your viewers to your channel’s page so that they can see other videos created by your firm.
And remember, word-of-mouth is still one of the most effective ways to market your firm. Give your viewers value by making your videos interesting and educational, and those viewers will do much of the marketing for you.
How Your Firm Can Harness YouTube’s Potential
In 2014, YouTube officially became the second-largest search engine; processing over 4 billion searches per month, and uploading 100 hours of video every minute.  If your firm hasn’t yet exercised the marketing muscle of YouTube, the good news is that it’s not too late—but you better get on the ball in 2015, or you stand to lose out on a vast network of client leads and industry contacts on a local and global scale.
Here’s a quick look on how your firm can harness YouTube’s marketing potential in the New Year.
YouTube Videos Accommodate Mobile Users
Mobile traffic now exceeds desktop traffic, so by accommodating mobile users with YouTube videos, your firm is tapping into unlimited marketing opportunities. Over 1.2 billion people now access the web from their mobile phones, and a lot of this mobile browsing is done on YouTube, so make sure your firm can be found on here.
TIP: Producing a professional grade video is a bonus, but it isn’t required to give your firm ample exposure. All computers provide editing equipment now, and video production software is pretty inexpensive. The takeaway is that it’s the content of the video, not necessarily the quality, that produces a successful clip.
YouTube Videos Are Great For Branding
You can build your brand on YouTube with the style and subject matter of your videos. For instance, if you’re savvy on DUI defense tips, you can create videos that depict you as a DUI defense instructor. You can get creative with this, and film your video(s) against a classroom setting with a podium, overhead slides, etc.
Any kind of consistency in the appearance, content, and style of your videos will help build your brand, and associate any subsequent video(s) you produce as belonging to your firm.
YouTube Videos Can Go Viral
Any YouTube video has the potential to go viral—you just have to tap in to what people want to see and what they need to see. If you can create a video that connects with viewers on an emotional level, as well as a cognitive one, it can be shared and viewed on a viral scale. And hosting a viral video is marketing gold.
Would your firm like to harness the marketing power of YouTube, but you’re not quite sure where to start? Start with us! Check out our quality infographic videos which can be uploaded to your YouTube account in a snap, or simply contact us for more information.
YouTube No-Nos that Lose Attorneys Viewers
Every day, people from around the world watch hundreds of millions of hours of YouTube videos, according to statistics provided by the site. This figure alone demonstrates the marketing power of YouTube videos for your law firm, but also illuminates an inherent problem: how do you keep viewers’ attention when there are so many videos to watch?
Read on to discover four common YouTube no-no’s that will chase viewers from your attorney social media videos.
- Going without a script
Talking to a camera is very different than speaking to someone in person; charisma in real life doesn’t always translate on screen. To ensure that your presentation is smooth and your attorney social media videos understandable, write a script beforehand and practice it enough times to feel comfortable. You can memorize it if that makes you feel more confident in front of the camera, but avoid sounding rehearsed or robotic. It’s more important to sound natural than to stick rigidly to a script.
And don’t forget to use layman’s terms or define legal jargon when necessary—nothing will alienate viewers faster than hearing phrases they don’t understand.
One best practice: do a few practice runs and watch the video after each attempt. This way, you can observe exactly what an outside viewer would see and hear, and then make adjustments to the script and presentation as necessary.
- Adding unnecessary content
AdWeek claims that the most popular YouTube videos run just a few minutes in length. That’s not to say that your attorney social media videos can’t be longer but it is a good indication of viewers’ attention spans. Take a red pen to your script and cut out the extra fat.
Also consider breaking topics into separate videos or short series rather than overstuffing one. For example, a DUI defense firm could produce a general video about field sobriety tests (what they are, how reliable they are, etc.) and then also separate the topic into a three-part series about the three most commonly administered field sobriety tests: Horizontal Gaze Nystagmus, the walk-and-turn, and the one-leg stand.
- Being like all other firms
What is the real reason that people should watch your video over others? Not differentiating yourself or your firm is a mistake that will lose viewers; after all, if there are a million others like your video, there’s no particular allure.
- Failing to promote the “subscribe” button
Don’t miss out on a perfect call to action opportunity! Mention your subscribe button within the first minute of your videos, perhaps right when you’re getting started since not all viewers will stay with you until the end, and then repeat this call to action at the end.
Also include your firm’s name, contact information, and hyperlinks to your attorney social media pages in the description box underneath all videos to cover all the bases.
Video gives lawyers a great way to establish trust with the general public and create an authoritative presence in your target practice areas. Besides its ability to enable you to establish your personal brand, video also has positive lawyer SEO benefits. The amount of time visitors spend on your website influences your rankings. Therefore, putting up useful videos containing advice will prolong visit times and improve your rankings.
Although there hasn’t been much news in the SEO community on video issues this week, the importance of using authority to enhance your rankings is a cogent topic because specialist advice was a key target of Google’s recent Panda 4.0 algorithm rollout. So now is the time to add video to your site. This roundup reaches back to articles from past months appearing on Search Engine Watch, Search Engine Journaland the Moz Blog.
Video Helps Persuade 73% of People to Buy a Product or Service
This is one of three reports from previous months that are still available on Search Engine Watch that you will find enlightening when establishing your video strategy. This is an easy-to-read explanation of the benefits videos have to sales in various industries. Notice as well in this report that videos are a good way to get the general public to promote your law firm because people will forward links to your webinars to their friends.
5 Advanced YouTube SEO Tactics to Drive More Traffic to Your Videos & Website
The next of the Search Engine Watch trio that you need to read is a lot more technical. If you are tech-squeamish, you may find this article difficult to understand. However, there are important factors in this article that pertain to the planning of your video content that you need to understand. If you are a sole practitioner saving money by managing your firm’s website yourself, you will also have to get to grips with the technical details in this article. With this information you will be able to optimize your video content for YouTube, and thus, by extension, for search engines.
How to Deliver Useful Marketing With Video Resource Microsites
The last of the Search Engine Watch articles that you need to view contains some interesting snippets about the format of the videos that work for law firm SEO. The most interesting factoid here is that simply produced videos are more successful that glitzy productions. People trust advice that is plainly presented and associate high-quality production with a sales pitch. So, don’t throw too much money at the videos you create to promote your law firm. Just present your talks as a fireside chat, or a whiteboard explanation.
How to Prove ROI Potential of Content Campaigns – Whiteboard Friday
In the world of SEO, no one does “whiteboard” like Moz Blog. This article over at Moz has some handy tips, but it is particularly of interest because it demonstrates the whiteboard format. This format appeals to a University educated audience that regularly attends seminars, conferences or training courses, because the style of presentation exploits the experiences and memories of such attendees and acquires the authority of educational material simply by mimicking the style of a training course. Whether this style works well for your law practice or not depends on your practice specializations and your target market.
6 Ways to Distribute Content and Boost Your Blog Traffic
This Search Engine Journal article contains two particularly useful sections. The very first section of the article talks about creating an “Educational Resource” section in video format and this is exactly the type of presentation you need to include on your law firm’s website. Depending on your area of specialization, calling your video library and “Educational Resource” may or may not be a good idea. Label the section according to the tone that researches discovered will reach out best to your target market. The third section of this reports shows how you can embed video links in posts to social media to enhance your marketing presentation.
Our customized law firm social media plans can increase search engine ranking. Ask us how!