Today’s guest post was written by Gerry Oginski, a lawyer and leading authority on YouTube video marketing for lawyers. You can learn more about him at the end of the post.
No, this is not a “set it and forget it” argument. You need to be hands-on here.
No this is not another article talking about the latest shiny new gadget. You need to use tried and true methods to market your law firm.
This is not a get rich quick marketing scheme either. Real law firm marketing takes place over time. It’s analogous to planting seeds, tending to your garden and watching your plants and flowers grow beautifully.
Let me start with the end in mind and then work backwards from there. It allows you the ability to multipurpose your content
It forces you to commit to creating great educational content on a consistent basis It requires you to set up a system to create & publish great content that will happen whether you are in the office, on vacation or in court.
To give you an idea of how I use systems to market my law firm, I’d like to share with you what I am currently doing to market my solo practice in one of the most competitive markets in the country. As of today’s article, I have created enough video to be published each and every business day for the next five months from now.
For each of those educational videos, I have given lengthy descriptions that will help you to understand what my videos are about. I have optimized each of those videos. I have prescheduled each of those videos to be released automatically, each and every business day at the same time each morning. If I don’t create any more videos, these will be published and made live over the next five months without me having to do anything else.
That’s what I mean by putting your marketing systems on autopilot.
You still have to do the work. You still have to come up with the content. You still have to optimize.
However, you can create systems that will allow you to publish, syndicate and distribute each piece of content on a consistent ongoing basis.
Before you get ahead of yourself and you decide to put everything on autopilot, I should caution you.
Let me use my current video marketing efforts as a good example. Simply having my videos published online at a particular date and a particular time each day, will not be sufficient to achieve my ultimate marketing goal. That’s the mentality of people who believe “If I build it, they will come.”
In today’s Internet reality, that simply will not happen. Even though I have optimized each of my videos with great care and have done so ethically, that is only one part of the effort needed in order to truly market my law firm effectively.
I analogize this to a three-legged stool. Putting your video up online is simply one leg of the stool. You always need to engage in the other two legs as well. Continuing this example, once my video goes live, I must add spotlight annotations to each video manually.
Practice tip: In case you are not using spotlight annotations, you’re missing out a great opportunity to engage your viewer during your video.
If you’re unfamiliar with what these are, when viewing a video on a desktop, they are clickable links that can prompt a viewer to click to answer a question, take a survey, take them to your website or any other creative things you can come up with.
The beauty of the spotlight annotations is that if used effectively, it can get if your viewer to take action before they get to the end of your video where YouTube presents them with other related videos.
Did you know that your competitors videos can show up at the end of your video, as a ‘related video’? There are (ethical) strategies to minimize this from happening. One of the easiest ways to do this is to create massive amounts of great educational video. Not only will you dominate your video marketing niche doing this, but you also push out your competitors since they will not be creating video consistently, like you.
There is however a drawback to using spotlight annotations on YouTube. Spotlight annotations are not visible or usable on a mobile device. This is significant. The number of videos watched on mobile devices are staggering and increasing each day and month.
Here’s a snapshot of my own video stats, 34% of all my viewers, in one month, are watching my videos on a mobile phone.
What did YouTube do to capitalize on the trend toward mobile video? They created clickable links called “cards.” Cards are similar to spotlight annotations and allow you to create a clickable link on a mobile device that will allow the viewer to interact and go elsewhere such as your website, create a call to action or get you to watch another video that is similar. Creating cards must also be done manually.
Then, once you have completed creating cards and spotlight annotations, it’s now time to upload human transcribed transcripts of each of your videos to YouTube. Then when that’s done, it’s time to publish these videos on your social media networks. This includes Facebook, Twitter, LinkedIn, Google+, among others.
So those are the first two legs of the stool. Tune in next week to learn about the third leg of the stool–and more!
Gerry Oginski is a NY Medical Malpractice & Personal Injury Attorney and is the author of “Secrets of Lawyer Video Marketing in the Age of YouTube.” He lectures to thousands of lawyers across the country each year about video marketing and is considered the leading authority on video marketing for attorneys in the United States. He has created over 2100 educational videos to market his own solo practice to teach potential clients how cases involving medical malpractice & accidents work and is the Founder of the Lawyers Video Studio, where he has helped lawyers across the country create over 4000 videos to market their law firms.