Today’s guest post was written by Gerry Oginski, a lawyer and leading authority on video marketing on YouTube for lawyers. You can learn more about him at the end of the post.
On Tuesday you learned about the first two legs of the automated legal video marketing stool. Today I’ll discuss the third leg of the stool.
Once you’ve covered your bases for the first 2 legs of the stool, if you think you’re done with your automated marketing system with all that effort, you would be wrong. Now you must gear up for the third leg of your stool.
The first leg was content creation and uploading. The second leg was optimizing. The third leg is creating content that supplements your videos.
What type of content is that? Simple. Blog posts. Articles. Frequently asked questions. You must do that for each and every video you create.
I pity the attorney who is told by some video production guy with a fancy award that they only need to create a handful of videos and throw it online in order to generate calls and clients. Seven or eight years ago that might have been true. Now, that’s impossible.
What that means for you, as an attorney who’s looking to market your law practice is that you must create automated systems that will allow you to get these different types of content up online on a consistent ongoing basis. If you relied on your wedding videographer or high school kid to create those videos for you and your law firm, who are you using to optimize those videos?
Do you really think your wedding photographer understands who your ideal client is? Do you really think that high school kid understands what your ideal clients are looking for when searching for an attorney online? Does that video producer with a fancy award understand what compels a viewer to pick up the phone and call you instead of your competitor?
You must take this into account when deciding who is writing your blog posts and your supplemental articles. If nobody, then you need to seriously reevaluate your current marketing plan. It has deficiencies. It has holes.
The good thing for you is that there is hope. There are ways to create support teams who can help you implement one, two or even all three of the legs of the stool to help you market your law firm today.
By the way, you should know that the strategies I describe above can and should be used for both online and off-line marketing. Video is but one tool of available marketing tools to attract your ideal client.
To recap…effective marketing takes time. Plant those seeds in the correct places, tend to them religiously, make sure they are cared for once they begin to grow and then you nurture them.
The same can be true for every aspect of a case you handle for your client. The same can be true for how you deal with new employees and have them become superstars.
I happen to have found that video marketing works best for me.
It allows a viewer to see me, hear me, learn from me and then compels them to call me to ask questions. Importantly, it generates trust.
How important is trust? Trust is everything. If you can generate trust in just a few minutes with someone who has never met you and now they call you asking if you can help them solve their legal problem, you’re on your way toward some great educational marketing.
Last month I received a call… From an attorney I referred a case to.
He called to tell me he settled the case. Want to know for how much?$2.84 million.
How did that client come to me? From a video I created that focused on a problem this person had.
If you think I’m slacking off because I’ve got 5 months worth of video ‘in the can’ and ready to go on autopilot, keep in mind I’m also working on those blog posts, articles and transcripts to supplement those videos. Then of course, I’m also cranking out more videos on a consistent and regular basis. That leads me to create more articles, more blog posts, more transcripts and on and on…
(Reminds me of the book “If you give a mouse a cookie”) My question to you is…Are you doing the same? If you are, congratulations. You are on the right track.
If you’re not, the question I have for you is…“What are you waiting for?”
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.